A recent study conducted by Find/SVP and Jupiter Communications for American Home Financial Services showed that in households that own a PC, nearly three-quarters of the women were involved in balancing the checkbook. Fifty percent of the women handled it themselves, while 28% of the men balanced the books; in 22% of households surveyed, the task was handled jointly. This trend held true when it came to bill-paying as well. Nearly half (47%) of the women were responsible for this chore, while 28% said it was a joint effort. Men performed the function alone 25% of the time. Data was collected by telephone from 3,255 randomly dialed households, 1,200 in depth interviews with PC owners and intended buyers, and seven focus groups.
Copyright November 1996, Crain Communications Inc.