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Marketing to Singles - UKPublished by: Mintel International Group Ltd. Published: Feb. 1, 2005 - 177 Pages Table of ContentsIntroduction Abbreviations Executive Summary Singles on the increase Financial and personal freedom Blissful domesticity Advantages outweigh disadvantages ...but don't ask if they are looking for a partner Getting physical What about the children? Single relationships On the look-out? Financial polarity Women worry more about finance... ...but are more content with living standards Singles at home - nice to make your own decisions DIY and repairs are more of a burden than housework Single women do less housework - unless they have children Control over in-home leisure - but out-of-home leisure can be tricky The good and bad side of holidays as a single Happy to be single? What are the pros and cons? The Pros: The Cons: Attitudes and Relationships A rising number of singles in the population Figure 1: The number of single adults in the population, by marital status, 1991-2003 Does being alone mean living alone? Figure 2: Living arrangements - singles, by demographic sub-group, November/December 2004 Figure 3: Living arrangements, by age, November/December 2004 Young single men least likely to leave the nest Figure 4: Living arrangements - single men by demographic sub-group, November/December 2004 Many single women are coping with children Figure 5: Living arrangements - single women, by demographic sub-group, November/December 2004 Figure 6: Living arrangements of single men and women, by age, November/December 2004 What's So Good About Being Single? Figure 7: Advantages of being single - singles, by gender, November/December 2004 Women care more about the way their home looks Figure 8: Advantages of being single - women v men, November/December 2004 Young singles are more concerned with money while the older group focuses on domestic issues Figure 9: Advantages of being single - singles, by age group, November/December 2004 Figure 10: The five most popular advantages of being single, by age group, November/December 2004 It is those who have 'escaped' that appreciate the absence of nagging Figure 11: Advantages of being single - singles, by marital status, November/December 2004 Spinsters are the keenest on the homes Figure 12: Advantages of being single - singles, by gender and marital status, November/December 2004 Figure 13: The five most popular advantages of being single, by marital status and gender, November/December 2004 Figure 14: Advantages of being single - singles, by living arrangements, November/December 2004 Positive typologies Figure 15: Positive typologies of single adults, November/December 2004 Money Monomaniacs (24% of sample) Slouchy Singles (21% of sample) Embedded (18% of sample) Happy A-Loaners (15% of sample) Singularly Discontent (22% of sample) Figure 16: Advantages of being single, by typology, November/December 2004 Figure 17: Positive typologies - singles, by demographic sub-group, November/December 2004 And What's Not So Good? Figure 18: Disadvantages of being single - singles, by gender, November/December 2004 It's easier to say good things about being single Women more concerned about financial issues Figure 19: Disadvantages of being single - women v men, November/December 2004 Figure 20: Disadvantages of being single - singles, by age group, November/December 2004 Other people's views can be very annoying Figure 21: The 5 most common disadvantages of being single - singles, by age, November/December 2004 Figure 22: Disadvantages of being single - singles, by marital status, November/December 2004 Figure 23: Disadvantages of being single - singles, by gender and marital status, November/December 2004 Spinsters have more complaints... ...except about sex Figure 24: The 5 most common disadvantages of being single - singles, by marital status and gender, November/December 2004 Figure 25: Disadvantages of being single - singles, by living arrangements, November/December 2004 Negative typologies Figure 26: Negative typologies, November/December 2004 Independent Singles (39% of sample) Financial Fears (16% of sample) Practical Woes (11% of sample) 'Leave Me Alone' (19% of sample) 'Need Some Lovin' (14% of sample) Figure 27: Advantages of being single, by typology, November/December 2004 Figure 28: Negative typologies - singles, by demographic sub-group, November/December 2004 Single's relationships: 'The state of play' Figure 29: Relationship status - singles, by gender, November/December 2004 The Break-up Survivors Figure 30: Break-up Survivors - singles, by demographic sub-group, November/December 2004 The committed singles Figure 31: Committed Singles, by demographic sub-group, November/December 2004 Butterfly Singles Figure 32: Butterfly Singles, by demographic sub-group, November/December 2004 Monastic Singles Figure 33: Monastic singles, by demographic sub-group, November/December 2004 Figure 34: Advantages of being single - singles, by relationship status, November/December 2004 Break-up Survivors find the most satisfaction in being single Figure 35: The most popular advantages of being single, by relationship status, November/December 2004 Figure 36: Disadvantages of being single - singles, by relationship status, November/December 2004 But they also know what they are missing Figure 37: Most frequently mentioned disadvantages of being single - singles, by relationship status, November/December 2004 Who wants to stay single? Figure 38: Attitude to finding a partner - singles, by gender, November/December 2004 Figure 39: Singles who would like a partner, by demographic sub-group, November/December 2004 Figure 40: Singles who would like a partner, by gender and demographic sub-group, November/December 2004 Women are the most set against new relationships Figure 41: Relationship-phobes, by demographic sub-group, November/December 2004 Figure 42: Relationship-phobes, by gender and demographic sub-group, November/December 2004 Figure 43: Advantages of being single - singles, by attitudes to relationships, November/December 2004 Figure 44: Disadvantages of being single - singles, by attitudes to relationships, November/December 2004 Figure 45: The most significant differences in the perceptions of the disadvantages of being single - singles, by attitudes to relationships, November/December 2004 Relationship Typologies Figure 46: Relationship typologies, November/December 2004 Going Nowhere (22% of sample) No Commitments (22% of sample) Glad to be Single (23% of sample) Apathetic About Love (37% of sample) Picky Punters (10% of sample) Figure 47: Relationship typologies, by demographic sub-group, November/December 2004 Do singles and 'smug-marrieds' aspire to the same ideals? Relationships Figure 48: Those agreeing that 'I think it is important to have a lasting relationship with one partner' - singles and married/cohabiting adults, by gender and age group, 2004 Figure 49: Those agreeing that 'I think it is important to have a lasting relationship with one partner'- singles, by marital status and gender, 2004 Attracting the opposite sex Figure 50: Those agreeing that 'It is important to be attractive to the opposite sex' - singles and married/cohabiting adults, by gender and age group, 2004 Figure 51: Those agreeing that 'It is important to be attractive to the opposite sex' - singles, by marital status and gender, 2004 The importance of friendship Figure 52: Those agreeing that ' I like to have a circle of close friends who support me in hard times' - singles and married/cohabiting adults, by gender and age group, 2004 Figure 53: Those agreeing that 'I like to have a circle of close friends who support me in hard times' - singles, by marital status and gender, 2004 Figure 54: Those agreeing that 'I like to have a circle of close friends who support me in hard times' - singles, by living arrangements, family status and gender, 2004 Working lives Figure 55: Those agreeing that 'I look on my work as a career not a job' - working adults, by marital status, 2004 Figure 56: Those agreeing that 'I want to get to top in my career - working adults, by marital status, 2004 The stress of everyday life Figure 57: Those agreeing that 'there are not enough hours in the day to do everything I would like' -- singles and married/cohabiting adults, by gender and age group, 2004 Figure 58: Those agreeing that 'there are not enough hours in the day to do everything I would like' - singles, by living arrangements, family status and gender, 2004 The marketing perspective Finding partners Opportunities and strategies The question of children Singles and Finance Figure 59: Financial prospects, by married and single adults aged 25-70 The financial advantages of being single Figure 60: Financial advantages of being single, by demographic sub-group, November/December 2004 Young single men enjoy being financially independent Figure 61: Financial advantages of being single, by gender and demographic sub-group, November/December 2004 The financial disadvantages of being single Single parents feel they have the hardest struggle Figure 62: Financial disadvantages of being single, by demographic sub-group, November/December 2004 Younger women are not so keen about supporting themselves Figure 63: Financial disadvantages of being single, by gender and demographic sub-group, November/December 2004 Satisfaction with standard of living Figure 64: Agreement/disagreement that 'I am perfectly happy with my standard of living' - singles and married/cohabiting adults, by gender and age group, 2004 'Smug-marrieds' feel better off than singles Figure 65: 'I am perfectly happy with my standard of living' - singles and married/cohabiting adults, by gender and age group, 2004 Divorce hurts women's pockets to a greater extent Figure 66: Agreement/disagreement that 'I am perfectly happy with my standard of living' - singles, by marital status and gender, 2004 Figure 67: Agreement/disagreement that 'I am perfectly happy with my standard of living' - singles, by socio-economic group and gender, 2004 Figure 68: Agreement/disagreement that 'I am perfectly happy with my standard of living' - singles, by living arrangements, family status and gender, 2004 Managing money Women are better financial controllers Figure 69: Those agreeing that 'I am very good at managing money' - singles and married/cohabiting adults, by gender and age group, 2004 Figure 70: Those agreeing that 'I am very good at managing money' - singles, by marital status and gender, 2004 Figure 71: Those agreeing that 'I am very good at managing money' - singles, by socio-economic group and gender, 2004 But men think they know more Figure 72: Agreement/disagreement that 'I feel fairly knowledgeable in the financial field' - singles, by age group, socio-economic group and gender, 2004 Figure 73: Those agreeing that 'I feel fairly knowledgeable in the financial field' - singles, by marital status and gender, 2004 Financial products owned Figure 74: Financial products owned: Married and non-married adults, 2004 Mortgages Figure 75: Those with a mortgage - singles, by demographic sub-group, 2004 Life insurance Figure 76: Those with life insurance - singles, by demographic sub-group, 2004 Pensions Figure 77: Those with a pension - singles, by demographic sub-group, 2004 Figure 78: Life assurance and pensions - singles, by marital status, 2004 Investment products Figure 79: Ownership of investment products - singles, by demographic sub-group, 2004 Private health insurance Figure 80: Ownership of private health insurance - singles, by demographic sub-group, 2004 Financial priorities Figure 81: Spending priorities for 2004, married and single adults, January 2004 The marketing perspective Singles at Home Home ownership Figure 82: Household tenure - married/cohabiting and single adults, 2004 Figure 83: Home ownership v renting - married/cohabiting and single adults, 2004 Domestic advantages of being single Figure 84: Domestic advantages of being single, by demographic sub-group, November/December 2004 Men start life afresh by revamping their home Figure 85: Domestic advantages of being single, by gender and demographic sub-group, November/December 2004 Figure 86: Those that enjoy taking on decisions on appearance of home - singles, by marital status, November/December 2004 Domestic disadvantages of being single Figure 87: Domestic disadvantages of being single, by demographic sub-group, November/December 2004 Figure 88: Domestic disadvantages to being single, by gender and demographic sub-group, November/December 2004 The daily grind Housework haters Figure 89: Attitudes to housework - singles and married/cohabiting adults, by gender and age group, 2004 Figure 90: Those agreeing that 'I loathe housework' - singles, by marital status and gender, 2004 Figure 91: Those agreeing that 'I loathe housework' - singles, by socio-economic group and gender, 2004 Figure 92: Those agreeing that 'I loathe housework' - singles, by living arrangements, family status and gender, 2004 Figure 93: Those agreeing that 'I can't bear untidiness' - singles, by marital status and gender, 2004 Figure 94: Those agreeing that 'I can't bear untidiness' - singles, by living arrangements, family status and gender, 2004 Whatever happened to 'new man'? Figure 95: Time spent on housework - married/cohabiting and single men and women, 2004 Figure 96: Those who spend 'a lot of time' on tidying up, by married/cohabiting and single men and women, 2004 Figure 97: Time spent on housework - married/cohabiting and single parents, 2004 Domestic appliances Figure 98: Ownership of household appliances - married/cohabiting and single adults, 2004 Figure 99: Ownership of household appliances: Singles, by demographic sub-group, 2004 Home Entertainment? Figure 100: Those agreeing that 'I like spending a lot of my free time at home' - singles and married/cohabiting adults, bgender and age group, 2004 Men need to get out Figure 101: Those agreeing that 'I like spending a lot of my free time at home', by gender, 2004 Figure 102: Those agreeing that 'I like spending a lot of my free time at home' - singles, by marital status and gender, 2004 Figure 103: Those agreeing that 'I like spending a lot of my free time at home' - singles, by living arrangements, family status and gender, 2004 The marketing perspective Men an important target The housework issue Eating and Cooking Habits Eating what they like Figure 104: Food-related advantages and disadvantages to being single, by demographic sub-group, November/December 2004 Figure 105: Food-related advantages and disadvantages to being single, by gender and demographic sub-group, November/December 2004 Singles as food connoisseurs? Figure 106: Those agreeing that 'I appreciate good food' - singles and married/cohabiting adults, by gender and age group, 2004 The class divide is evident Attitudes to cooking Figure 107: Attitudes to cooking, by singles and married/cohabiting adults, March 2004 Ready meals an essential part of life for singles Figure 108: Compares the usage of single and married adults of a variety of different foods Healthy Eating Figure 109: Those agreeing that 'I consider my diet to be very healthy' - singles and married/cohabiting adults, by gender and age group, 2004 Figure 110: Those agreeing that 'I like to treat myself to foods that aren't supposed to be good for you' - singles and married/cohabiting adults, by gender and age group, 2004 Figure 111: Attitudes to healthy eating - singles, by living arrangements, family status and gender, 2004 Takeaways and eating out Figure 112: Those agreeing that 'I like to eat take away food' - singles and married/cohabiting adults, by gender and age group, 2004 Figure 113: Those agreeing that 'I like to eat take away food' - singles, by living arrangements, family status and gender, 2004 Singles more reluctant to visit restaurants Figure 114: Those agreeing that 'I enjoy splashing out on a meal in a restaurant' - singles and married/cohabiting adults, by gender and age group, 2004 Figure 115: Those agreeing that 'I enjoy splashing out on a meal in a restaurant' singles by socio-economic group and gender, 2004 Figure 116: Those who eat out at restaurants - daytime and evening - married/cohabiting and single adults, by gender, 2004 Figure 117: Those who eat out at restaurants - daytime and evening - singles, by demographic sub-group, 2004 1 The marketing perspective Leisure In-home leisure The battle for the remote control Figure 118: Leisure-related advantages of being single, by demographic sub-group, November/December 2004 Figure 119: Leisure-related advantages of being single, by age, November/December 2004 Figure 120: Leisure-related advantages of being single, by gender and demographic sub-group, November/December 2004 Single men tend to be 'Innovators' Figure 121: Attitudes to technology - married and single adults, by gender and age group, 2004 Figure 122: Ownership of audio-visual appliances and home computers: married/cohabiting and single adults, 2004 Figure 123: The variation in ownership of audio-visual appliances and home computers - married/cohabiting and single adults, 2004 Figure 124: Ownership of audio-visual appliances and home computer - singles, by demographic sub-group, 2004 Figure 125: Leisure activities on the Internet, by married and single adults, March 2004 Figure 126: Leisure activities on the Internet - married and single adults, by gender, March 2004 Out-of-home leisure Figure 127: Leisure-related disadvantage of being single, by demographic sub-group, November/December 2004 Figure 128: Leisure-related disadvantage of being single, by gender and demographic sub-group, November/December 2004 Acting on impulse Figure 129: Those agreeing that 'I often do things on the spur of the moment' - singles and married/cohabiting adults, by gender and age group, 2004 Figure 130: Those agreeing that 'I often do things on the spur of the moment' - singles, by age group and gender, 2004 Figure 131: Those agreeing that 'I often do things on the spur of the moment' - singles, by living arrangements, family status and gender, 2004 Sport and exercise Figure 132: Those agreeing that 'I do some form of sport or exercise at least once a week' - singles and married/cohabiting adults, by gender and age group, 2004 Figure 133: Those agreeing that 'I do some form of sport or exercise at least once a week' - singles, by age group, socio-economic group and gender, 2004 Pub visiting - an alternative home? Figure 134: Those who drink in pubs at least once a week (daytime and evening) - married/cohabiting adults and singles, 2004 Base: adults aged 25-70 Figure 135: Those who drink in pubs at least once a week (daytime and evening), by gender, 2004 Dancing the night away Figure 136: Those who visit nightclubs at least once month) - married/cohabiting adults and singles, 2004 Cultured singles Figure 137: Those who agree 'I consider myself interested in the arts' - married/cohabiting adults and singles, by demographic sub-group, 2004 Figure 138: Those who go to the theatre nowadays - married/cohabiting adults and singles, by demographic sub-group, 2004 Figure 139: Those who go to the theatre nowadays - married/cohabiting adults and singles, by gender and age group, 2004 Figure 140: Those who go to classical/pop concerts nowadays - married/cohabiting adults and singles, by gender and age group, 2004 Figure 141: Those who go to art galleries nowadays - married/cohabiting adults and singles, by gender, 2004 The Big Screen Figure 142: Those who have been to the cinema in the last month - married/cohabiting adults and singles, 2004 Figure 143: Number of visits to the cinema in the last month - married/cohabiting adults and singles, by age, 2004 The marketing perspective Holidays Figure 144: Holiday-related advantages and disadvantages to being single, by demographic sub-group, November/December 2004 Figure 145: Holiday-related advantages and disadvantages to being single, by gender and demographic sub-group, November/December 2004 Figure 146: Those who have been on holiday in the last 12 months - married/cohabiting and single adults, 2004 Figure 147: Number of holidays in last 12 months - married/cohabiting and single adults, 2004 Figure 148: Number of holidays in last 12 months -single adults, by demographic sub-group, 2004 Figure 149: Elements of an enjoyable holiday, November 2003 Women relax and sightsee while men party Figure 150: Elements of an enjoyable holiday - singles, by gender, November 2003 Figure 151: Elements of an enjoyable holiday, differences, by gender and marital status, November 2003 The marketing perspective The Future Singles on the increase Figure 152: Projected adult population, by partnership status, England and Wales, 1996 and 2021 Happy as they are? Figure 153: Agreement that 'I am very happy with my life as it is' - singles and married/cohabiting adults, by gender, 2004 Figure 154: Agreement/disagreement that 'I am very happy with my life as it is' - singles and married/cohabiting adults, by gender and age group, 2004 Women tend to be happier than men Figure 155: Agreement/disagreement that 'I am very happy with my life as it is' singles, by marital status and gender, 2004 Figure 156: Balance of agreement/disagreement that 'I am very happy with my life as it is' - singles, by marital status and gender, 2004 Figure 157: Agreement/disagreement that 'I am very happy with my life as it is' - singles, by age group, socio-economic group and gender, 2004 Figure 158: Agreement/disagreement that 'I am very happy with my life as it is' - singles, by age group, and gender, 2004 What do they think about the future? Figure 159: Those agreeing that 'I like to enjoy life, and don't worry about the future' - singles and married/cohabiting adults, by gender and age group, 2004 Figure 160: Those agreeing that 'I like to enjoy life, and don't worry about the future' - singles, by marital status and gender, 2004 Do they want children? Figure 161: Those agreeing that 'what I want most in life is children' - singles and married/cohabiting adults, by gender and age group, 2004 Figure 162: Those agreeing that 'what I want most in life is children' - singles, by marital status and gender, 2004 'They're not all the same' - single sub-groups Men aged 25-40 Women aged 25-40 Men aged 41-54 Women aged 41-54 Men aged 55-70 Women aged 55-70 Single (never-married) men Single (never-married) women Divorced/separated/widowed men Divorced/separated/widowed women Singles Appendix Figure 163: Population estimates over 16 by marital status, 1991-2003 Figure 164: Marital status, by sex and age, 2003 Figure 165: Average age at first marriage, 1991-2002 Figure 166: Divorces, 1981-2003 Figure 167: Remarriages of divorced persons, 1981-2002 Demographic profiles Figure 168: Singles and all adults aged 25-70: Demographic profiles by gender Figure 169: Single adults aged 25-70: demographic profiles, by gender Household tenure Figure 170: Household tenure: singles, by demographic sub-group, 2004 Figure 171: Household tenure: married or cohabiting adults, by demographic sub-group, 2004 AbstractChanging lifestyles and social attitudes during the last two decades - including the trend for delaying marriage, greater acceptance of single parenthood, and a higher incidence of divorce and separation - have meant that the number of single adults has been rising steadily.The last Mintel Special Report to focus on the Singles Market, published in 2003, looked specifically at younger one person households (in the 20-54 age range); prior to that, the 2001 Marketing to Singles report concentrated on the 'free and single' - unmarried people aged between 15 and 54 with no children living with them. Other recent changes in society have included the phenomenon of 'extended adolescence', with many young people being dependent on their parents, to a greater or lesser degree, until they are well into their twenties (see Mintel's 2003Special Report Selling to, and Profiting from, the under 25s. At the other end of the age range, those in their 50s and 60s are staying 'younger longer' [as discussed in the 2004 Special Report on Selling to, and Profiting from, the Over 50s.]. It is for these reasons that this report looks at a slightly older single population, in the 25-70 age range. 'Singles' are defined by living arrangements rather than legal marital status, encompassing all who are neither married nor living with a partner - including those living on their own; in single-parent households; with their parents; or in shared accommodation with friends or other unrelated adults.
The report is based largely on specially-commissioned consumer research undertaken by NOP in November-December 2004, among a sample of 5,161 adults aged over 18, including 1,039 who are neither married nor cohabiting, and are in the 25-70 age range. In addition there is extensive re-analysis of findings from BMRB's Target Group Index Survey (TGI) for 2004, also focusing on singles in this age group, with comparisons made with married or cohabiting adults in the same age group.
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