As more people than ever struggle with debt in the UK, 20% of men say they're becoming more like the character Ian Beale from Eastenders and getting tighter and more careful with their money.
The light hearted research from Scottish Widows found that many people related to the Eastenders star with their spending habits, where as only a small number considered themselves like Carrie Bradshaw from Sex and the City.
Mike Hoban from the group commented, "It's great that so many men see themselves as financially responsible but consumers shouldn't be saving money now to splash it all in a few years’ time."