CHERRY HILL, N.J., July 26, 2018 /PRNewswire/ -- More than
one-third of U.S. consumers (34 percent) report living from paycheck-to-paycheck as their top barrier to meeting financial goals,
according to the fourth annual Love and Money Survey by TD Bank,
America's Most Convenient Bank®.
The survey, which polled 1,749 U.S. individuals across age groups and relationship status (i.e., married, divorced, in a
relationship) showed that financial stress causes nearly 1 in 5 couples of all ages (19 percent) to delay buying a home, with
millennials leading the pack at 42 percent.
Money talks, silence walks
The majority of respondents in committed relationships – 60 percent – report talking about money with their significant others
at least once a week. Millennials are the most transparent, with 97 percent saying they discuss finances at least once a month,
compared with 88 percent of couples across age groups.
Demonstrating the correlation between financial communication and relationship prosperity, one-third of married couples
admitted to arguing about money at least once a month, versus 44 percent of divorced couples who had money-related arguments
monthly while married.
Here's the silver lining: 42 percent of divorcees report improved financial well-being after divorce, split evenly among men
and women (42 percent and 43 percent).
"Having a conversation about money early on is important," said Jason Thacker, Head of Consumer
Deposits and Payments at TD Bank. "Every relationship is different – different goals, challenges and steps needed to take in
order to get where you want to be. That's why being open, honest and understanding each other's priorities when it comes to money
is crucial to your overall financial health and success as a couple."
Defraying financial fears
Finances remain a major source of stress, with anxiety around retirement topping the list at 18 percent; followed by not being
able to provide for their families at 14 percent; and inability to pay off debt at 12 percent.
Nonetheless, 55 percent of respondents have never met with a financial advisor with their partners. And less than 1 in 3
couples (30 percent) meet with a financial advisor on an annual basis.
Money matters in dating and mating
Romancing on the web is on the rise, with 16 percent of respondents saying they met their partners on an online dating site –
up 2 percent since last year. Among this group, more than a quarter (27 percent) discussed money before meeting their
online match in person.
Despite new ways of connecting, when it comes to dating, traditional roles continue:
- 84 percent of committed men said they picked up the bill on the first date
- 63 percent of committed men say they pay for all meals and drinks
- 49 percent of committed men say they primarily manage all the bill paying
- Fewer than 1 in 3 couples (32 percent) split bills on a regular basis, with 28 percent of millennials saying they're
comfortable having their partners foot the bills
That said, today's couples increasingly share financial assets and responsibilities:
- 55 percent of couples combine their money, up 4 percent since last year
- 70 percent of couples share decisions around large-scale purchases
- 61 percent of women report being the primary decision-makers for everyday purchases
"The financial foundation of your life and the goals you've set for yourself and your relationship are so important," said
Jane Greer, Ph.D., a nationally-renowned relationship expert, psychotherapist and author of
What About Me? Stop Selfishness from Ruining Your
Relationship . "Couples need to decide what their objectives are and each person's role in achieving them. The ability to
work toward those goals as a team is vital to building a successful future together."
Survey Methodology
Research company MARU/Matchbox conducted the survey among a nationally representative sample of US consumers focused on
couples and money. The online fieldwork occurred between June 14-22, 2018. A total 1,749 completes
were gathered in the U.S. Data has been weighted by age, gender and region to reflect the population. Margin of Error on the
total sample is +/-2.3 percent.
About MARU/Matchbox
Maru/Matchbox has been pushing the boundaries of the customer market insights space for over a decade. We are a sector-focused
consumer intelligence firm focused entirely on better client outcomes. Our expert teams are deeply invested in key sectors of the
economy, delivering insights and analysis backed by superior quality data.
About TD Bank, America's Most Convenient Bank®
TD Bank, America's Most Convenient Bank, is one of the 10 largest banks in the U.S., providing more than 9 million customers
with a full range of retail, small business and commercial banking products and services at more than 1,200 convenient locations
throughout the Northeast, Mid-Atlantic, Metro D.C., the Carolinas and Florida. In addition, TD
Bank and its subsidiaries offer customized private banking and wealth management services through TD Wealth®, and
vehicle financing and dealer commercial services through TD Auto Finance. TD Bank is headquartered in Cherry Hill, N.J. To learn more, visit www.tdbank.com. Find TD Bank on Facebook at www.facebook.com/TDBank and on Twitter at www.twitter.com/TDBank_US.
TD Bank, America's Most Convenient Bank, is a member of TD Bank Group and a subsidiary of The Toronto-Dominion Bank of
Toronto, Canada, a top 10 financial services company in North
America. The Toronto-Dominion Bank trades on the New York and Toronto stock exchanges under the ticker symbol "TD". To learn more, visit www.td.com.
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SOURCE TD Bank