The real Beale
17 June 2008
When it comes to spending, more men identify with Eastenders' Ian Beale than any other celebrity or fictional character, according to Scottish Widows.
A study by the financial services provider indicates that 20 per cent of males describe themselves as "careful" or "tight" with their money.
In comparison, a total of 17 per cent of women matched their financial personality to another character from the soap - Honey Mitchell - and described themselves as "always short of money".
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Mike Hoban, customer and brand marketing director of Scottish Widows, states its great that so many men see themselves as fiscally responsible, but that they need to ensure that their cash works for them in the long term.
"Putting a little aside each month and planning carefully for the future will stop them running into a financial crisis in later years," he adds.
Meanwhile, figures from Friends Provident recently suggested that 34 per cent of fathers have bought fashionable clothes and new gadgets in an attempt to seem cool to their children.
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