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Singles in the U.S.: The New Nuclear Family

Packaged Facts
May 1, 2007
250 Pages - SKU: LA1272001

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Countries covered: United States

This report examines the attitudes, behaviors, and lifestyles of today’s single consumers, including never-married, divorced, widowed, and separated adults. Data released in late 2006 from the U.S. Census Bureau’s American Community Survey shows that the majority (50.3%) of U.S. households are headed by unmarried adults. Several trends come into play to account for this, including an increasing tendency to delay marriage, growing numbers of adults who never marry, persistently high divorce rates, and growing numbers of adults who choose to cohabit but not to marry.

Report Methodology
The information in this report is based on primary research, including interviews with industry participants, and secondary research, including articles appearing in general, marketing, and trade publications, government agencies data, and product advertising. The report also draws on a study of how singles are portrayed in advertising conducted by Packaged Facts exclusively for this report.

The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2006. The data have been derived from the NCS (National Consumer Survey) Fall 2006 survey based on a sample of 24,686 U.S. adults, who represent a statistically accurate cross-section of the U.S. adult population. The SMRB consumer survey includes demography on consumer attitudes towards different categories, brand preference, and the frequency of purchase.

About the Author
Lisa Finn is a recognized expert on marketing to target groups, especially women. During her eight-year tenure as Editor of Marketing to Women newsletter (published by EPM Communications), she developed groundbreaking studies on the portrayal of women in print and television advertising.

In addition to this report on single adults, she authored “The New American Homemaker: A Look at Today’s Stay-at-Home Mom,” published by Packaged Facts in September 2006.

What You'll Get in this Report
This report examines single adults from a demographic point of view—looking at how many singles are in each generation; segmenting them by gender, race, and sexual orientation; comparing single parents with those who’ve never had children; and how they’re distributed geographically. It also delves into singles’ lives and lifestyles, including their home-buying behavior and interest in home improvement and décor; their financial needs and attitudes; their work lives and income levels; their health habits and attitudes; how they consume media and how they feel about advertising; how they behave online; how and where they shop; how they relax; how they use and feel about technology; and the roles that spirituality and religion play in their lives.

How You Will Benefit from this Report
If your company is interested in effectively reaching the single consumer, you will find this report invaluable, as it provides a comprehensive package of information and insight about singles not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the U.S. single adult population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population.

This report will help:

Marketing Managers identify market opportunities and develop targeted promotion plans for single consumers.
Research and development professionals stay on top of competitor initiatives and explore demand for products targeting singles.
Advertising agencies to develop targeted messages and images to singles.
Business development executives understand the dynamics of the market and identify possible partnerships.
Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1: Executive Summary

Scope of the Report
Methodology
Singles Defined
Demographics
Majority Are Younger than 45
Figure 1-1: Single U.S. Adults: By Age (as % of all singles)
One Quarter of all Singles are Boomers
Most Older Singles are Women
Race, Ethnicity, and Sexual Orientation
Figure 1-2: Percentage of Adults Who Are Single: By Race/Ethnicity (percent)
Majority of Singles Own their Own Homes
Figure 1-3: Owning vs. Renting Among Single Adults (percent)
Only About a Quarter of Singles Feel Financially Secure
Less than Half of Singles Work Full-Time
Single Men Outearn Women
Figure 1-4: Average Annual Incomes of U.S. Adults: By Marital Status and Presence of Children in Household (dollar)
Lifestyles
Single Parents Neglect Their Own Health
Exercise
Eating Habits
Single Parents Tend to Party as Often as Childless Singles
Media Use and Attitudes
Figure 1-5: Attitudes Toward TV Commercials and Other Advertising: By Marital Status and Presence of Children in Household (percent)
Single Parents are Big Radio Listeners
Figure 1-6: Adults Who Find Online Advertising Useful: By Marital Status and Presence of Children in Home (% who say ads are very useful, useful, or somewhat useful)
Shopping
Marketing Tends to Rely on False Stereotypes
Best Practices and Tips
Singles with Kids at Home
Singles Without Kids at Home

Chapter 2: Demographics

Singles Defined
Later Marriages, High Divorce Rates Mean More Americans Are Single
Figure 2-1: Americans' Age at First Marriage by Gender: 1950-2005
Figure 2-2: Unmarried Adults (Age 15+) as Proportion of Overall U.S. Population: By Gender, 1950-2005 (percent)
Figure 2-3: Never-Married Adults (Age 15+) as Proportion of Overall U.S. Population: By Gender, 1950- 2005 (percent)
Married Couples Head Fewer than Half of All Households
I Just Choose To Be Alone But Society Says No
Most Singles are Young
Figure 2-4: Single U.S. Adults: By Age (as % of all singles)
How Singles Live
Table 2-1: Single Adults in the U.S.: By Living Arrangement (number and percent)
Looking at Singles by Generation
Table 2-2: Number of U.S. Singles Ages 15 and Older: By Generation (number and percent)
Below Are Key Characteristics of the Five Generations of Single Adults Living in the U.S. Today:
The GI Generation (born 1901-1924, age 83 and older in 2007)
The Silent Generation (born 1925-1945, ages 62-82 in 2007)
Baby Boomers (born 1946-1963, ages 44-61 in 2007)
Generation X (born 1964-1979, ages 28-43 in 2007)
Generation Y (Born 1980-2000, Ages 7-27 in 2007)
Most Older Singles Are Female
Table 2-3: Unmarried Population Skews Increasingly Female With Age (percent)
Figure 2-5: Single Women in the U.S.: By Age (percent)
Figure 2-6: Single Men in the U.S.: By Age (percent)
Singles Are Racially and Ethnically Diverse
Figure 2-7: Racial/Ethnic Composition of U.S. Singles Market (percent)
Figure 2-8: Percentage of Adults Who Are Single: By Race/Ethnicity (percent)
Singles of Color Are More Likely to Be Parents
Table 2-4: Living Arrangements of Single Adults: By Age and Race/Ethnicity (percent)
The Majority of Gays and Lesbians Are Single
Most Singles Have Never Married
Figure 2-9: Marital History of U.S. Singles Ages 18 and Older: By Gender (percent)
Figure 2-10: Marital History of Singel Women (percent)
More Single Women Than Single Men Live With Kids
Table 2-5: Singles Who Live Alone with Children, By Gender and Race (percent)
Singles Are Concentrated in Major Metropolitan Areas
Table 2-6: Geographic Distribution of Singles: By Market Type (percent)
Table 2-7: Geographic Distribution of Singles: By U.S. Region (percent)
Table 2-8: Single Parents and Non-Parents as Proportion of Overall Population in Geographic Regions of U.S. (percent)
Table 2-9: Geographic Distribution of Singles, by Age (percent)
Sources

Chapter 3: Home

Singles and Home Ownership
Figure 3-1: Home-Buying Activities in Past Year: By Marital Status and Living Situation (percent)
Figure 3-2: Home Financing: By Marital Status and Living Situation (percent)
Single Women Are Biggest Homebuyers After Married Couples
Figure 3-3: Home Buyers: By Marital Status and Gender (percent)
Singles’ Dream House Is a Condo
Figure 3-4: Owning vs. Renting Among Single Adults (percent)
Most Singles’ Homes Are Modestly Priced
Figure 3-5: Value of Residence: By Marital Status (percent)
What Single Home Buyers Want
Why They Buy—and Where
Single Women and Men Look For Different Things
Size Doesn’t Matter to Singles
All It Needs Is A Little Paint…
What About the Schools?
Singles Spend Less Than Marrieds On Home Improvement and Décor
Figure 3-6: Annual Spending on Home Improvement: By Marital Status and Household Composition (percent)
Bathrooms, Kitchens, and Walls Are Most Common Remodeling Projects
Figure 3-7: Major Appliances Bought in Past Year: By Marital Status and Living Situation (percent)
Figure 3-8: Amount Spent in Past Year on Household Furnishings or Bedding/Bath Items: By Marital Status and Living Situation (percent)
Singles Garden by Hand, Not Machine
Where Singles Shop for Home Improvement and Décor
Table 3-1: Top Home Furnishings Retailers Among Singles (shopped in the past three months)
Table 3-2: Top Home Improvement Retailers Among Singles (shopped in the past three months)
Attitudes Toward Home Improvement and Décor
Solo Adults Are Big Readers of Home Décor Magazines
Figure 3-9: Attitudes About Home: By Marital Status and Living Situation (percent)
Figure 3-10: Readership of Home Décor/Improvement Magazines: By Marital Status and Living Situation (percent)
Figure 3-11: Use of Home Décor/Improvement Media: By Marital Status and Living Situation (percent)
Real Estate and Home Improvement Marketing
Specifically Targeting Women
Sources

Chapter 4: Finance

Singles: Independent, But Insecure Decision Makers
Figure 4-1: Attitudes About Finance, by Marital Status Living Situation (percent)
Presence of Children in Household Affects Singles’ Financial Habits
Single Parents Are Big Users of Financial Media
Figure 4-2: Business/Finance Magazines That Are More Popular With Single Parents Than Other Adults (percent)
Figure 4-3: Readership of Business/Finance Magazines: By Marital Status and Living Situation (% who have read in past 6 months)
Figure 4-4: Use of Financial Media: By Marital Status and Living Situation (percent)
Minority Singles Are More Willing Than Whites to Pay for Financial Advice
Figure 4-5: Singles' Attitudes About Financial Services and Investments: By Race/Ethnicity (percent)
Marketing to Minority Singles Should Be Respectful and Culturally Relevant
Singles of Color More Attuned Than Whites to Financial Marketing and Media
Figure 4-6: Singles' Attitudes About Their Personal Finances: By Race/Ethnicity (percent)
As Investors, Singles Lag Behind Couples
Single Parents Favor Online Banking
More Single Women Than Single Men Hold Credit Cards
Figure 4-7: Investments Currently Owned: By Marital Status and Living Situation (percent)
Figure 4-8: Use of Online Financial Services and Financial Software: By Marital Status and Living Situation (percent)
Figure 4-9: ATM and Credit Card Ownership and Use: By Gender and Marital Status (percent)
Visa and MasterCard Most Popular Credit Cards
Childless Singles’ Credit Card Habits Are Like Married Folks’
Few Black or Hispanic Singles Own Credit Cards
Figure 4-10: Ownership of Financial cards: By Marital Status and Living Situation (percent)
Figure 4-11: Credit Card Use in Past Month: By Marital Status and Living Situation (percent)
Figure 4-12: Credit Card Use in Past Year: By Marital Status and Living Situation (percent)
Figure 4-13: Credit Card Types Owned by Singles: By Race/Ethnicity (percent)
Hispanics Least Likely to Use ATM Cards
Figure 4-14: ATM Card Ownership/Use: By Race/Ethnicity and Marital Status (percent)
Credit Card Ownership Among Singles Increases with Age
Figure 4-15: Singles' ATM and Credit Card Use: By Age (percent)
The Check is in the Mail, But How Big Is It?
Figure 4-16: Typical Credit Card Bill Payment Habits: By Marital Status and Living Situation (indexed against overall population)
Minority Singles’ Use of Banking and Investment Products
Younger Singles Are Most Open to Financial Marketing
Figure 4-17: Singles' Ownership of Bank/Savings Accounts: By Race/Ethnicity (percent)
Figure 4-18: Singles' Ownership of Investments: By Race/Ethnicity (percent)
Figure 4-19: Singles' Attitudes About Financial Services: By Age (percent)
Figure 4-20: Singles' Attitudes About Their Personal Finances: By Age (percent)
Singles’ Use of Insurance
Figure 4-21: Vehicle and Property Insurance Currently Held: By Marital Status and Living Situation (percent)
Singles Are Not Adequately Insured
Figure 4-22: Health/Life Insurance Coverage: By Marital Status and Living Situation (percent)
Figure 4-23: How Adults Obtained Their Health Insurance: By Marital Status and Living Situation (percent)
Single Parents Have More Loans than Other Singles
Figure 4-24: Loans Currently Held: By Marital Status and Living Situation (percent)
Marketing Financial Services to Singles
Marketing to Singles Focuses Too Much on the Negative
Some Progress in the Form of “User Friendly” Messages
Sources

Chapter 5: Work and Income

Singles Are Less Likely To Be Employed Full-Time
Hispanic Singles Work Most
Singles More Likely to Attend College
Figure 5-1: Work Status of U.S. Adults: By Marital Status and Living Situation (percent)
Figure 5-2: Work Status of U.S. Singles: By Race/Ethnicity (percent)
Figure 5-3: Work Status of Unmarried Adults: By Age (percent)
Work Habits by Age
What They Do All Day
Hispanics Most Likely to Work in Labor Jobs
Figure 5-4: Job Types: By Marital Status and Living Situation (percent)
Figure 5-5: Job Types Held by Singles: By Race/Ethnicity (percent)
Few Singles Live in Dual-Income Households
Attitudes About Work
Men vs. Women
Figure 5-6: Attitudes About Work: By Marital Status and Living Situation (percent)
As Time Goes By
Boomer Singles Are Not Shy, Retiring Types
Asian Singles Are Most Ambitious
Hispanic Singles Want to Be Business Owners
Bringing Home the Bucks
Single Men Outearn Women
Almost A Third of Single Mothers Are Poor
Individual Income vs. Household Income
Figure 5-7: Singles' Attitudes About Work: By Age (percent)
Figure 5-8: Singles' Attitudes About Work: By Race/Ethnicity (percent)
Figure 5-9: Average Annual Incomes of U.S. Adults: By Marital Status and Presence of Children in Household (dollar)
Figure 5-10: Singles' Annual Incomes: By Gender and Presence of Children (percent)
Figure 5-11: Employment Income: By Marital Status and Gender (percent)
Figure 5-12: Household Income: By Marital Status and Gender (percent)
Age and Income
Figure 5-13: Employment Income Among Unmarried Adults: By Age (percent)
Figure 5-14: Household Income Among Unmarried Adults: By Age (percent)
Income and Race/Ethnicity
Figure 5-15: Employment Income Among Unmarried Adults: By Race/Ethnicity (percent)
Sources

Chapter 6: Lifestyles

Activity-Packed Lifestyles
Having Kids Affects Singles’ Health Habits and Use of Healthcare
Where They Get Their Information
Singles Younger Than 55 Most Likely to Get Health Info Online
Figure 6-1: Health Habits and Attitudes: By Marital Status and Presence of Children (percent)
Figure 6-2: Attitudes About Medications: By Marital Status and Presence of Children (percent)
Figure 6-3: Where Adults Get Health Information: By Marital Status and Presence of Children (percent)
Figure 6-4: Where Singles Get Health Information: By Age (percent)
Use of Dietary Supplements
Who’s Healthier: Singles or Married Couples?
Figure 6-5: Use of Vitamins and Supplements: By Marital Status and Presence of Children (index)
Figure 6-6: Ailments (A-F) Had in Past Year: By Marital Status and Presence of Children in Home (index)
Figure 6-7: Ailments (G-Z) Had in Past Year: By Marital Status and Presence of Children in Home (index)
Use of Medications
Figure 6-8: Use of Medications in Past Year: By Marital Status and Presence of Children in Home (percent)
Singles Spend Less Time in Doctors’ Waiting Rooms
Staying Fit
Figure 6-9: Exercise Habits: By Marital Status and Living Situation (percent)
Singles Are Sporty and Adventurous
Figure 6-10: Top 10 Sports Among Avid Single Participants (% who participate every chance they get)
Table 6-1: Sports in Which Singles Are More Likely Than Other Adults to Participate: Ranked by Index (percent and index)
Single Parents Go for Team Sports and Activities They Can Share With Kids
For Men, Marriage Breeds Laziness
Figure 6-11: Sports in Which Single Parents Are More Likely Than Married Adults to Participate (index of 100 = average for all adults)
Figure 6-12: Top 10 Sports Among Single Parents (% who participated in past year)
Figure 6-13: Top 10 Sports Among Childless Singles Who Live Alone (% who participated in past year)
Figure 6-14: How Often Women and Men Work Out: By Marital Status (percent)
Women and Men Exercise in Different Ways
Having Kids Makes Singles Less Health-Conscious At Mealtime
Figure 6-15: Eating Habits and Dieting Behavior: By Marital Status and Presence of Children in Home (percent)
White Singles Are Most Concerned With Eating Healthfully
Single Women Are More Diet-Conscious Than Single Men
Figure 6-16: Singles' Eating Habits and Dieting Behavior, By Race/Ethnicity (percent)
Figure 6-17: Singles' Eating Habits and Dieting Behavior: By Gender (percent)
Childless Singles Try to Eat Healthfully
Age Brings Healthier Eating Habits
Singles Like to Have Their Dinners Delivered
Singles Use Casual Dining Carry-Out More Frequently Than Couples Do
Singles Are Bigger Restaurant Goers Than Couples
Singles Like to Cook But Do Less Entertaining Than Couples
Figure 6-18: Types of Foods Bought When Watching Diet: By Marital Status and Presence of Children in Home (percent)
Figure 6-19: Adults Who Try to Eat Healthy Foods/Balanced Diets: By Marital Status and Age (percent)
Figure 6-20: Readership of Cooking Publications: By Marital Status and Presence of Children in Home (percent)
For Singles, Dinner Should Be Social or Simple
Singles Like to Eat Out With Friends
Figure 6-21: Attitudes About Food: By Marital Status and Presence of Children in the Home (percent)
Figure 6-22: Meals Eaten Out With Friends or Coworkers: By Marital Status and Presence of Children in Home (percent)
The Importance of Friends
Figure 6-23: How Single And Married Adults Feel About Their Friends (percent)
Figure 6-24: Singles Who Say Their Friends Are More Important Than Their Families: By Age (index of 100 = average for all adults)
Dating and Social Life
Most Older Singles Are Dating
Gen Xers Most Likely to Use Online Dating
Figure 6-25: Singles Who Feel It's Important to Be Attractive to Members of the Opposite Sex: By Age (percent)
Single Parents Like Online Dating, Too
Urban Singles Are More Likely Than Rural Singles to Use Online Dating
Social Networking Sites Can Sources of Potential Dates, As Well
Some Singles Worry About Safety in Online Dating
Figure 6-26: Singles Who Have Used Online Dating in Past 30 Days: By Age and Living Situation (percent)
Figure 6-27: Singles Who Have Used Online Dating in Past 30 Days: By Size of Metro Area (percent)
Figure 6-28: What Matters Most to Singles When Looking for Dates Online (percent)
Figure 6-29: Reasons Singles Don't Use Online Dating (percent)
No Time to Meet for Dinner
Time Off
Singles Like to Take Classes and Make Art in Spare Time
Supporting the Arts
Table 6-2: Singles’ Participation in Leisure Activities in Past Year: Ranked by Index (percent and index)
A Sense of Belonging
Religion Plays Smaller Role in Singles’ Lives
Singles Travel Less Often Than Married Couples
Figure 6-30: Memberships in Clubs/Organizations: By Marital Status (index of 100 = average)
Figure 6-31: Domestic and International Travel: By Marital Status and Presence of Children in Household (percent)
Figure 6-32: Attitudes About Travel: By Marital Status and Presence of Children in Household (percent)
Sources

Chapter 7: Media Use And Attitudes

The Changing Media Landscape
Singles Are Hooked on the Tube, Especially Cable
Childless Singles Favor Arts and Comedy; Single Parents Watch Shows With Their Kids
Figure 7-1: Cable TV Subscriptions: By Marital Status and Presence of Children in Household (percent)
Figure 7-2: Premium Cable Channel Subscriptions: By Marital Status and Presence of Children in Household (index of 100 = average for all adults)
Table 7-1: Cable Channels Singles Are More Likely Than Average to Have Watched in Past 7 Days: Ranked By All Single Adults (index of 100 = average)
Table 7-2: Top 20 Cable Networks Among Singles: Ranked By All Single Adults (% who have watched in past 7 days)
When They Watch
Figure 7-3: When Adults Watch TV: By Marital Status and Presence of Children in Household (average daily cume)
Controlling When They Watch
Drama, Sitcoms, Reality TV Are Biggest Draws
Mixing Media
Figure 7-4: Simultaneous Media Use: Single vs. Married, Primary Medium TV (percent)
Figure 7-5: Simultaneous Media Use: Single vs. Married, Primary Medium Internet (percent)
Figure 7-6: Simultaneous Media Use: Single vs. Married, Primary Medium Radio (percent)
Figure 7-7: Simultaneous Media Use: Single vs. Married ,Primary Medium Magazines (percent)
Figure 7-8: Simultaneous Media Use: Single vs. Married, Primary Medium Newspaper (percent)
Single Parents Less Critical of TV Content and Advertising
Figure 7-9: Attitudes Toward TV Commercials and Other Advertising: By Marital Status and Presence of Children in Household (percent)
Singles Are Avid Moviegoers
Singles Flock to Opening Weekends
Singles Are Receptive to In-Theater Advertising
Figure 7-10: Effectiveness of In-Theater Advertising: Single vs. Married Adults and Singles by Age (percent)
Singles Buy and Rent More Videos Than Anyone Else
Figure 7-11: Adults Who Have Bought or Rented Videos in Past 12 Months: By Marital Status and Presence of Children in Home (percent)
Singles’ Taste in Video Depends on Whether They Have Kids
Singles Are Frequent Video Renters and Purchasers
Singles Are Major Magazine Readers
Figure 7-12: Where Adults Have Rented Videos in Past 12 Months: By Marital Status and Presence of Children in Home (percent)
Table 7-3: Top 10 Magazine Genres Read by Singles: Ranked by All Singles (percent of gross readers)
Table 7-4: Top 20 Magazines Read by Singles (% who have read in past 6 months)
Childless Singles Are Bigger Newspaper Readers Than Single Parents
Figure 7-13: Readership of English-Language Newspapers: By Marital Status and Presence of Children in Household (% who ever read)
Single Parents Are Biggest Radio Fans
More Singles Than Marrieds Are Radio Night Owls
Figure 7-14: When Adults Listen to the Radio: By Marital Status and Presence of Children in Home (% who ever listen - cume)
Non-traditional Forms of Radio
Singles Say the Internet Has Changed How They Socialize
Most Singles Are Online
Figure 7-15: Impact of the Internet on Lifestyle: By Marital Status and Presence of Children in the Home (percent)
Figure 7-16: Where Adults Access the Internet Most Often: By Marital Status and Presence of Children in Household (percent)
Young Singles Most Likely to Have Broadband
More Single Parents Than Childless Singles Are Internet Newbies
Youngest and Oldest Childless Singles Are Miles Apart in Internet Use
Figure 7-17: Time Childless Singles Have Spent on the Internet (Non-Email) in Past 7 Days: Ages 18-24 vs. 55+ (percent)
Singles Spend Lots of Time Online at Home
Figure 7-18: How Much Time Spent on the Internet at Home in Past 7 Days: By Marital Status and Presence of Children in Household (percent)
When They’re Online at Home
Figure 7-19: Weekday Times Adults Are Online at Home: By Marital Status and Presence of Children in Home (% who were online in past 5 weekdays, excluding email)
Figure 7-20: Weekend Times Adults Are Online at Home: By Marital Status and Presence of Children in Home (% who were online last weekend, excluding email)
Youngest Singles Are Most Active Online, But Not in the Morning
Online Activities
Table 7-5: Online Activities: By Marital Status and Presence of Children in Household (in the past 30 days)
Married Folks Outshop Singles Online
Figure 7-21: Top 5 Categories of Online Purchases Among Singles (% who bought online in past 12 months)
Single Parents Are Receptive to Online Marketing
Use of Technology
Single Parents Are Early Adopters
Figure 7-22: Adults Who Find Online Advertising Useful: By Marital Status and Presence of Children in Home (% who say ads are very useful, useful, or somewhat useful)
Figure 7-23: Attitudes About Technology: By Marital Status and Presence of Children in the Home (index of 100 = average for all adults)
Sources

Chapter 8: Shopping

Singles and Shopping
Single Parents Think Shopping Is Fun
Figure 8-1: Retail Outlets Shopped in Past Month: By Marital Status and Presence of Children in Home (percent)
Figure 8-2: Internet, Mail, or Phone Orders Placed in Past 12 Months: By Marital Status and Presence of Children in Home (percent)
Childless Singles Shop More Like Couples Than Like Single Parents
Single Men and Women Have Different Views on Shopping
Figure 8-3: Retail Outlets Shopped: By Single Men and Women (percent)
Are Retailers Picking Up on Singles’ Preferences?
Targeting Boomer Grandparents
Figure 8-4a: Singles' Shopping Behavior and Attitudes: By Gender (percent)
Figure 8-4b: Singles' Shopping Behavior and Attitudes: By Gender (percent)
Targeting Young Singles
The Forgotten Middle
Sources

Chapter 9: Marketing

The Change In Social Norms
Backlash Against Pro-family Policies
Heightened Awareness Will Lead to Increased Marketing
The Current State of Singles’ Marketing
Figure 9-1: Representation of Single Adults in Primetime TV Ads (percent)
Figure 9-2: Representation of Single Adults in Daytime TV Ads (percent)
Ads Showing Single Parents Are Rare, But Some Are On Target
Stereotypes of Singles Persist
Comparing Marketing and Media Portrayals With Singles’ Reality
Marketing Focuses on the Youngest Singles—But Older Singles Have More Money
Retailers and Marketers Are Targeting Singles on Valentine’s Day
Best Practices for Marketing to Singles
Single Parents Are Receptive to Marketing
Tip 1: Use A Variety Of Media To Communicate With Them
Tip 2: They May Be Adults, With They’re Into Kids’ Stuff
Tip 3: Make Your Message Clear, And Help Them Follow Up
Tip 4: Show What Their Lives Are Like, But In A Positive Light
Tip 5: Get Them To Interact
Childless Singles Are Arts Patrons and Participants
Tip 1: Use Multiple Media To Capture Their Attention
Tip 2: Target By Age—And Don’t Overlook Older Singles
Tip 3: Younger Childless Singles Are Best Reached By Viral Methods
Tip 4: Reflect Their Interests and Project Positive Images
Tip 5: Childless Singles Get Out There, So Marketers Should, Too
Sources

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Singles in the U.S.: The New Nuclear Family

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