1. 1 Mature Times – Readership Survey “The Recession and You” – April/May 2009

2. 2 Contents: 1.Methodology Notes 2.Management Summary 3.Data Summary Tables 4.Graphic Representations

3. 3 Section 1 Methodology

4. 4 The following statistics were obtained by Mature Times newspaper during April 2009 (except where indicated). “The Recession and You” survey was conducted off-the-page for the off-line readership and by electronic survey to the database of Mature Times On-line subscribers. The newspaper and electronic surveys were identical in content* to ensure validity in reading across each population and when combining data. The maximum total respondent sample size is 1,184 for on-line and 458 for off-line (paper entries) creating a combined total of 1,642. Both the questionnaires were self-completion, with most of the electronic survey requiring optional, rather than compulsory answers. All sample sizes are robust, except where identified for combined samples of less than 80 respondents (shown in red). * With the exception of Question #3 (Pensions) which omitted answer option 1 ("increased") from the paper-based survey. Methodology

5. 5 Geographic summary of responders Images kindly produced by Royal Mail

6. 6 Section 2 Management Summary

7. 7 77% have had to cut back on spending 55% have changed their savings 25% are having to help their children financially 51% are spending less on food – many by switching to ‘value brands’ Charity donations are down by 50% 33% are switching supermarkets Foreign holidays have been cut by 8 days per year The current Government and the banks share the most of the blame for the recession 25% ‘more likely’ to vote Conservative at the next general election The Headlines

8. 8 Section 3 Data Summary Tables

9. 9 1How has the economic downturn affected your lifestyle? Drastically cut back my spending15.5%9.6%11.3%183 Cut back on most of my spending28.4%22.3%24.0%390 Made a few cutbacks34.5%44.3%41.6%675 Little change14.0%17.3%16.4%266 No change at all7.6%6.4%6.8%110 Population =1624 2How reliant are you on savings and investments for your income? Essential for day to day living28.8%18.0%21.1%342 Helps but can still manage43.0%46.8%45.8%743 Not reliant17.9%24.0%22.3%362 Not applicable10.3%11.1%10.9%177 Population =1624 Question Paper On Line Combined Sample

10. 10 Question Paper On Line Combined Sample 3How has your private / company pension been affected? Increasedn/a7.3%n/a85 Greatly reduced5.9%6.2%6.1%99 Reduced somewhat8.7%10.3%9.9%160 Slightly reduced6.1%4.5%4.9%80 No change47.8%50.6%49.8%809 Not applicable31.4%21.2%24.1%391 Population =1624 4 Have you changed where you keep your savings and investments in response to economic conditions? Made many changes12.4%10.5%11.1%180 Made a few changes42.8%43.9%43.6%708 Made no changes at all33.2%36.1%35.3%573 Not applicable11.6%9.4%10.0%163 Population =1624

11. 11 Question Paper On Line Combined Sample 5 Has the recession meant you have had to provide your family/friends with financial support - if so who? (Multiple answer option = % of responses rather than respondents) Children25.3%24.9%25.0%414 Friends2.1%1.6%1.8%29 Parents0.4%1.2%1.0%16 Other family5.4%4.1%4.5%74 No or N/A66.8%68.2%67.8%1124 Responses =1657 6Has the recession meant you have had to seek financial support from: (Multiple answer option = % of responses rather than respondents) Children?2.8%1.6%1.9%32 Friends?0.9%1.4%1.2%20 Parents?2.6%0.7%1.2%20 Other family?0.4%1.5%1.2%20 Other sources?9.3%5.3%6.4%105 No or N/A84.0%89.6%88.0%1446 Responses =1643

12. 12 Question Paper On Line Combined Sample 7Have you changed your spending patterns over the last few months? Yes71.6%68.7%69.9%1127 No26.4%31.3%30.1%485 Population =1612 8What are the top three things you are no longer buying? Clothes31.3%26.2%27.6%224 Eating Out10.9%14.1%13.3%108 Holidays13.3%15.1%14.6%119 Responses =451 9What are the top three things where you now buy less expensive alternatives? Food (inc Fruit & Veg)68.2%44.5%50.5%412 Clothes25.6%24.4%24.6%201 Responses =613 10 What are the top three things where you have now reduced the quantity purchased? Food59.1%36.2%42.3%316 Fuel for home9.6%10.7%10.4%78 Responses =394

13. 13 Question Paper On Line Combined Sample 11If you regularly donate to charity, how has this been affected? No change35.1%60.5%51.9%486 Changed donation habits64.9%39.5%48.1%450 Responses =936 Increased my donations2.2%1.6%1.2%11 Decreased donations97.8%98.4%98.8%439 Responses =450 If you have increased your donations, how much by % ?30.0%24.2% If you have decreased your donations, how much by % ? Mean =53.9%47.2%49.1%439 Mode =50.0% 115 12What are you now spending more on than a year ago? Fuel for home =61.4%40.0%46.2%358 Food =40.4%36.6%37.7%292 Responses =650

14. 14 Question Paper On Line Combined Sample 13What foods are you now eating more of than a year ago? Nothing =1.9%11.7%9.1%71 Vegetables =27.7%43.7%39.5%307 Fruit =20.4%17.7%18.4%143 "Cheaper food/cuts" =11.7%6.3%7.7%60 Responses =521 14What foods are you now eating less of than a year ago? Meat =65.4%40.6%47.4%372 Veg =15.4%13.1%13.8%108 Fruit =24.3%15.9%18.2%143 Fish =24.8%17.0%19.1%150 Nothing =0.5%7.2%5.4%42 Responses =815 15 Are you now more or less likely to choose supermarket own brands over manufacturer brands More likely76.1%81.3%79.8%650 No change21.8%17.5%18.8%153 Less likely2.1%1.2%1.5%12 Population =815

15. 15 Question Paper On Line Combined Sample 16Has the recession resulted in you switching to a different supermarket? Yes56.8%27.7%33.4%388 No43.2%72.3%66.6%773 Population =1161 If yes, I now buy less from: Asda7.2%5.9%6.4%25 Co-op4.3%1.6%2.6%10 M&S5.8%3.9%4.6%18 Morrisons6.5%6.3%6.4%25 Sainsbury20.3%19.3%19.6%77 tesco33.3%46.9%42.1%165 Waitrose12.3%13.4%13.0%51 Responses =371 If yes, I now buy more from: Aldi20.3%27.2%24.7%97 Asda10.9%11.8%11.5%45 Lidl21.7%25.6%24.2%95 Morrisons13.8%12.2%12.8%50 Netto5.1%7.5%6.6%26 Sainsbury7.2%4.3%5.4%21 Tesco6.5%6.3%6.4%25 Responses =359

16. 16 Question Paper On Line Combined Sample 17 Have you made any major purchases recently to take advantage of bargain prices? Car11.1%14.1%13.5%35 Computer1.9%4.4%3.8%10 Home Improvements37.0%22.3%25.4%66 TV18.5%11.7%13.1%34 Responses =145 18Compared to a year ago, are you now going out socially More?1.8% 16 Less?73.9%53.1%58.5%513 The same?24.3%45.0%39.7%348 Population =877 19Will you take more or fewer holidays this year? Number of days outside the UK this year15.516.416.3510 Compared to previous years35.223.124.1 % Change-56.1%-29.0%-32.4% Number of days within the UK this year10.322.821.3595 Compared to previous years16.624.623.7 % Change-38.2%-7.3%-9.9%

17. 17 Question Paper On Line Combined 20 Will you change the type/destination of your holiday as a result of the recession? Normally I/we holiday in (number of people who responded to the following options) At home/nowhere/no holiday32427 Long Haul/outside Europe66571 UK & Ireland27176203 Europe43269312 Cruise32427 This year we are likely to go to (number of people who responded to the following options)Net Change At home/nowhere/no holiday1887105288.9% Long Haul/outside Europe44953-25.4% UK & Ireland4025229243.8% Europe11137148-52.6% Cruise21517-37.0%

18. 18 Question Paper On Line Combined Sample 21 What percentage of the blame should anyone take for the current crisis? (multiple choice)% of sample Current Government40.3%34.7%37.1%88025.0% Previous Conservative Government22.2%13.5%16.5%43312.3% The Banks37.0%37.5%37.3%90725.8% The Media12.5%9.8%10.6%39711.3% The Public16.4%11.4%13.2%39711.3% Global factors outside of UK control23.4%17.4%19.7%45312.9% Others30.0%13.3%24.4%481.4% 100.0% 22 Is the current crisis likely to change the way you vote in the next election - and if so, how? Will not vote10.0%7.4%8.5%92Of those who Will not change my vote28.4%40.4%35.5%384will change vote More likely to vote Conservative24.7%24.8%24.7%26844.2% More likely to vote Labour3.6%1.7%2.5%274.4% More likely to vote Liberal Democrats12.9%14.5%13.9%15024.7% More likely to vote for a party not listed above20.4%11.1%15.0%16226.7% Population =1083607

19. 19 Demographic Summary Paper On Line Combined Sample Age:National* Under 50 (adults)1.1%3.6%2.6%2855.5% 50-599.4%24.9%18.4%20016.8% 60-6940.0%51.7%46.7%50912.4% 70-7931.7%17.1%23.2%2539.8% 80-8916.6%2.7%8.5%934.7% 90+1.3%0.0%0.6%60.8% Population =1089 Employment Status: Housewife/husband4.0%5.4%4.8%52 Retired80.0%62.7%70.1%758 Working part time8.6%11.8%10.5%114 Full time1.8%13.3%8.5%92 Other5.5%6.5%6.1%66 Population =1082 Gender: Male39.7%47.2%44.2%481 Female60.0%52.3%55.6%606 Transgender0.2% 2 Population =1089 Do you have internet access? Yes39.6%98.6%74.5%799 No60.4%1.1%25.5%274 Population =1073 * National age-range source = Direct Gov. – Census 2001

20. 20 Section 4 Graphic Representations

21. 21 Q1 - How has the economic downturn affected your lifestyle? Drastically cut back my spending Cut back on most of my spending Made a few cutbacks Little change No change at all 11.3% 24.0% 41.6% 16.4% 6.8%

22. 22 Q2 - How reliant are you on savings and investments for your income? Essential for day to day living Helps but can still manage Not reliant Not applicable 21.1% 45.8% 22.3% 10.9%

23. 23 Q4 - Have you changed where you keep your savings and investments in response to economic conditions? Made many changes Made a few changes Made no changes at all Not applicable 11.1% 43.6% 35.3% 10.0%

24. 24 Q19. - Will you take more or fewer holidays this year? Number of days outside the UK this year Compared to previous years Number of days within the UK this year Compared to previous years 16.3 24.1 21.3 23.7 Net change: Abroad = -7.8 days, UK = -2.3 days

25. 25 Q.20 Will you change the type/destination of your holiday as a result of the recession? 1. Normally I/we holiday in… (number of people who responded to the following options) 2. This year we are likely to go to… At home/nowhere/no holiday Long Haul/outside Europe UK & Ireland Europe Cruise Number of Respondents

26. 26 N.B. - Blame values are divided by 10 for ease of display Blame apportioned Volume of respondents Absolute ValuesAs a percentage of values Q21 - What percentage of the blame should anyone take for the current crisis? (multiple choice - all inputs to total 100%) Current Government Previous Conservative Government The Banks The Media The Public Global factors outside of UK control

27. 27 Q22 - Is the current crisis likely to change the way you vote in the next election - and if so, how? Will not vote Will not change my vote More likely to vote Conservative More likely to vote Labour More likely to vote Liberal Democrats More likely to vote for a party not listed above 8.5% 35.5% 24.7% 2.5% 13.9% 15.0% 44.2% 4.4% 24.7% 26.7% All responses (1,083) Of those who will change their vote (607)

28. 28 Demographics 1. Age 2. Employment Status 4.8% 70.1% 10.5% 8.5% 6.1% Under 50 (adults) 50-59 60-69 70-79 80-89 90+ 2.6% 18.4% 46.7% 23.2% 8.5% 0.6%

29. 29 For further information: About this study and Mature Marketing: Contact: Andrew Fawkes – 01275 331906 (andrew.fawkes@mature-marketing.co.uk)andrew.fawkes@mature-marketing.co.uk About Mature Times and PR/Advertising opportunities: Tony Watts (editor) – 01275 331904 (tony.watts@maturetimes.co.uk)tony.watts@maturetimes.co.uk © Mature Marketing Ltd. All rights reserved. Registered office: Highwood House. Winters Lane, Redhill, Bristol, BS40 5SH Registered in England Company number 5448587