7TH ANNUAL PARENTS, KIDS & MONEY SURVEY: SUPPLEMENTAL DATA

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1 Detailed Results 7TH ANNUAL PARENTS, KIDS & MONEY SURVEY: SUPPLEMENTAL DATA T. Rowe Price November 2015

2 Contents Holiday Spending Habits Holiday Spending Data Cuts By Parent Gender By Saver vs. Spender Parents By Other Types of Savings By Splurging Impact of Holiday Spending Habits on Kids Holiday Overspending Respondent Profile Objective and Methodology 2

3 HOLIDAY SPENDING HABITS

4 Paying for Holiday Spending WHICH OF THE FOLLOWING HAVE YOU USED TO PAY FOR HOLIDAY SPENDING? (CHECK ALL THAT APPLY) Current income 56% Credit cards 47% I save for holiday spending throughout the year 36% Regular savings 29% Tax refund 16% Emergency fund Retirement savings 7% 9% I don t spend money on the holidays 4% 0% 10% 20% 30% 40% 50% 60% 37% of parents use savings (regular savings, retirement savings, emergency fund) to pay for holiday spending. 4

5 Overspending on the Holidays AGREE OR DISAGREE: I SPENT MORE FOR MY KIDS OVER THE HOLIDAYS THAN I SHOULD HAVE Agree 62% Disagree 38% 0% 10% 20% 30% 40% 50% 60% 70% Nearly two-thirds of parents feel as if they spent more on the holidays than they should have. 5

6 HOLIDAY SPENDING DATA CUTS

7 Holiday Spending by Parent Gender PERCENT OF PARENTS WHO RESPONDED POSITIVELY: I save for holiday spending throughout the year 32% 40% I have used my emergency fund to pay for holiday spending 6% 11% I have used retirement savings to pay for holiday spending 3% 11% Women Men 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Women tend to plan more for holiday spending than men, who in turn, are more likely than women to use emergency funds and retirement savings to pay for holiday spending. 7

8 Holiday Spending by Saver vs. Spender PERCENT OF PARENTS WHO RESPOND POSITIVELY: I spent more on my kids over the holidays than I should have 55% 70% I save for holiday spending throughout the year 29% 41% I have used my emergency fund to pay for holiday spending 11% 7% Spender Saver I have used retirement savings to pay for holiday spending 9% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 59% of savers do not save for the holidays throughout the year. Yet, self-identified savers are less likely to splurge on holiday spending, and more likely to save throughout the year. 8

9 Holiday Spending by Setting a Good Financial Example PERCENT OF PARENTS WHO RESPOND POSITIVELY: I save for holiday spending throughout the year 26% 38% 0% 5% 10% 15% 20% 25% 30% 35% 40% Don't Set a Good Financial Example Set a Good Financial Example 62% of parents who feel they set a good financial example don t save for holiday spending throughout the year. 9

10 Holiday Spending by Saving for Retirement PERCENT OF PARENTS WHO RESPOND POSITIVELY: 30% I save for holiday spending throughout the year 44% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Don't save for retirement Regularly Save for Retirement Nearly a third (30%) of parents who do not regularly save for retirement do save regularly for holiday spending. 10

11 Holiday Spending by Saving for College PERCENT OF PARENTS WHO RESPOND POSITIVELY: I spent more on my kids over the holidays than I should have 56% 66% I save for holiday spending throughout the year 28% 43% I have used my emergency fund to pay for holiday spending 4% 13% Don't Save for College I have used retirement savings to pay for holiday spending 2% 12% Regularly Save for College 0% 10% 20% 30% 40% 50% 60% 70% Over a quarter (28%) of parents who do not regularly save for their kid s college education do save regularly for holiday spending. 11

12 Holiday Spending by Splurging vs. Not PERCENT OF PARENTS WHO RESPOND POSITIVELY: I spent more on my kids over the holidays than I should have 52% 76% I have used my emergency fund to pay for holiday spending 5% 14% Frequently Splurge I have used retirement savings to pay for holiday spending 3% 13% No Yes 0% 10% 20% 30% 40% 50% 60% 70% 80% Splurgers are more likely to say they spent too much on holiday spending and more likely to use their emergency fund and retirement savings to pay for holiday spending. 12

13 Impact of Holiday Spending Habits on Kids PERCENT OF KIDS WHO RESPOND POSITIVELY: Parents set a good financial example 82% 90% Parents do a good teaching about money 42% 54% Parents Save Throughout the Year for Holiday Spending No Yes 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Parents who save for holiday spending throughout the year are more likely to have kids who say they are doing a good job teaching them about money and setting a good financial example. 13

14 Holiday Overspending PERCENT OF RESPONDENTS WHO RESPOND POSITIVELY: Parents make sacrifices to spend money on their kids 77% 91% Kids say parents worry about money 54% 66% Parents carry a credit card balance 46% 52% Parents Overspent on Holiday Spending Parents argue about money with their spouse 27% 50% No Yes 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Parents who overspent on holiday shopping are more likely to argue about money with their spouse and have kids who say their parents worry about money. They are also more likely to say they make sacrifices to spend money on their kids. 14

15 RESPONDENT PROFILE

16 Respondent Profile Q2. REGION Q1. AGE Q3. GENDER < 35 15% South 27% % Northeast West 25% 24% 50% Women Men 50% % Midwest 23% Q4. MARITAL STATUS Q5. HOUSEHOLD INCOME Q6. RACE/ETHNICITY Married 77% White/Caucasian 74% Separated/divorced 11% < $50K 30% Black/African American 13% Single 9% $50K $99,999 44% Hispanic/Latino 13% Married (same sex) 2% $100K + 26% Asian 5% Widow/widower 1% Native American 1% N=1,000 (Parents: Total respondents) 16

17 Respondent Profile Q7. EDUCATION LEVEL Q8. EMPLOYMENT STATUS Q9. # KIDS IN HH Less than HS graduate HS graduate 1% 15% Employed full-time Stay at home parent 16% 59% 1 31% Some college 19% Employed part-time 10% 2 44% Associate's degree Bachelor's degree Graduate degree 16% 16% 33% Self-employed Unemployed Retired Student 5% 5% 3% 1% % 17% Q11. KID GENDER Q12. KID AGE 8 12% 9 14% 47% Girls Boys 53% % 14% 14% 13 15% 14 15% N=1,000 (Parents: Total respondents); N=881 (Kids: Total respondents) 17

18 OBJECTIVE AND METHODOLOGY

19 Objective and Methodology Objective To understand the basic financial knowledge, attitudes, and behaviors of both parents of children ages 8-14 and their children ages Methodology T. Rowe Price commissioned an online survey of parents of children ages 8-14 and their children ages The survey was fielded from 1/20/15 to 1/27/15, with parent quotas of at least 50% men and 50% women. A total of 1,000 parents and 881 children ages 8-14 in the U.S. participated; the sampling error for a sample of 1,000 is +/-3.1% at the 95% confidence interval. The survey was fielded through MarketTools, Inc. T. Rowe Price Investment Services, Inc US

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