DINKY Market

Published by: Key Note Publications Ltd

Published: Oct. 1, 2007 - 140 Pages

Table of Contents

1. Introduction

BACKGROUND

DEFINITION

2. Strategic Overview

DEMOGRAPHIC BACKGROUND

Population Trends

Table 1: The UK Population by Country (million), 1971, 1991, 2001, 2005, 2011 and 2021

Population of Under-34s

Table 2: The UK Population of 16 to 34 Year-Olds by Sex (million), 1991, 2001 and 2005

Household Size

Table 3: Households in Great Britain by Size (%, million and number), 1971, 1981, 1991, 2001 and 2006

Table 4: Households in Great Britain by Type of Household and Family (% and million), 1971, 1981, 1991, 2001 and 2006

THE ECONOMY

Gross Domestic Product

Table 5: UK Gross Domestic Product at Current and Annual Chain-Linked Prices (£m), 2002-2006

Household Disposable Income

Table 6: UK Household Disposable Income Per Capita (£), 2002-2006

Household Expenditure

Table 7: UK Household Expenditure by Type at Current Prices (index 1971=100 and £bn), 1971, 1981, 1991, 2001 and 2005

Employment

Table 8: Employment Rates of 16 to 34 Year-Olds in the UK With and Without Dependent Children (%), 2006

Unemployment

Table 9: Actual Number of Unemployed Persons in the UK (million), 2002-2006

3. Family-Forming Habits

MARRIAGE VERSUS COHABITING

Table 10: All Adults in Great Britain by Age and Marital Status (%), 2005

SERIAL COUPLEDOM

Number of Cohabitations

Table 11: Number of Past Cohabitations Not Ending in Marriage by Age — Great Britain (%), 2005

Length of Cohabitations

Table 12: Length of First Cohabitation (% of population of Great Britain aged 16 to 59 who have cohabited), 2005

MARRIAGE

Number of Marriages

Number of Remarriages

Average Age at First Marriage

Marriage Versus Cohabitation

Table 13: Marital Status of DINKYs by Age and Sex (% of DINKYs), July 2007

Ideal Age for Marriage

Table 14: Age at Which Unmarried DINKYs Would Like to Get Married by Age and Sex (% of unmarried DINKYs and mean age in years), July 2007

Civil Partnerships

CHILDBIRTH

Fertility

Age of Starting a Family

Table 15: Average Age of Mother at Birth of First Child in England and Wales (years), 1971, 1981, 1991, 2001 and 2005

Wanting to Have a Family

Table 16: DINKYs' Desire to Have Children by Age and Sex (% of DINKYs), July 2007

Figure 1: DINKYs' Desire to Have Children — Men and Women (% of DINKYs), July 2007

Ideal Age for Starting a Family

Table 17: Ideal Age for Starting a Family by Age and Sex (% of DINKYs who would like to have children and mean age in years), July 2007

Childlessness

Reasons for Childlessness

Table 18: Factors Affecting DINKYs' Decisions Not to Have Children Yet by Age and Sex (% of DINKYs), July 2007

Figure 2: Factors Affecting DINKYs' Decisions Not to Have Children Yet (% of DINKYs), July 2007

CHILD-FREE LIFESTYLE

Best Things

Table 19: The Two Best Things About DINKYs' Current Lifestyle by Age and Sex (% of DINKYs), July 2007

Figure 3: The Two Best Things About DINKYs' Current Lifestyle (% of DINKYs), July 2007

Worst Things

Table 20: The Two Worst Things About DINKYs' Current Lifestyle by Age and Sex (% of DINKYs), July 2007

Figure 4: The Two Worst Things About DINKYs' Current Lifestyle (% of DINKYs), July 2007

4. The Home

HOME OWNERSHIP

Tenure

Table 21: DINKYs' Home Tenure by Age and Sex (% of DINKYs), July 2007

Figure 5: DINKYs' Home Tenure (% of DINKYs), July 2007

Length of Residence

Table 22: DINKYs' Length of Residence in Current Home by Age and Sex (% of DINKYs and mean length of residence in years), July 2007

Length of Future Residence

Table 23: Duration for Which DINKYs Plan to Stay in Their Current Home by Age and Sex (% of DINKYs and mean length of residence in years), July 2007

HOUSEHOLD CHORES

Grocery Shopping

Table 24: Responsibility for Grocery Shopping in DINKY Households by Age and Sex (% of DINKYs), July 2007

Figure 6: Responsibility for Grocery Shopping in DINKY Households — Men and Women (% of DINKYs), July 2007

Cleaning

Table 25: Responsibility for Cleaning in DINKY Households by Age and Sex (% of DINKYs), July 2007

Figure 7: Responsibility for Cleaning in DINKY Households — Men and Women (% of DINKYs), July 2007

Cooking

Table 26: Responsibility for Cooking in DINKY Households by Age and Sex (% of DINKYs), July 2007

Figure 8: Responsibility for Cooking in DINKY Households — Men and Women (% of DINKYs), July 2007

Time Dedicated to Household Chores

Table 27: Average Number of Hours Per Week Spent by DINKYs Doing Household Chores by Sex (% of DINKYs and mean number of hours per week), July 2007

HOME IMPROVEMENT

Table 28: Those Always Looking for New Ideas to Improve Their Home — Men and Women by Marital Status and Presence of Children (% agreeing), January-December 2006

5. Finance

MANAGING FINANCES

Family Income

Table 29: Total Annual Family Income Before Tax — Men and Women Aged 20 to 34 Years by Marital Status and Presence of Children (%), January-December 2006

Employment Status

Table 30: Employment Status of DINKYs by Age and Sex (% of DINKYs), July 2007

Management of Finances

Table 31: Responsibility for Management of Finances in DINKY Households by Age and Sex (% of DINKYs), July 2007

Figure 9: Responsibility for Management of Finances in DINKY Households — Men and Women (% of DINKYs), July 2007

Budgeting

Table 32: DINKYs' Budgeting of Household Finances by Age and Sex (% of DINKYs), July 2007

LOANS AND INVESTMENTS

Credit Cards

Number of Credit Cards Owned

Table 33: DINKYs' Ownership of Credit Cards by Age and Sex (% of DINKYs), July 2007

Figure 10: DINKYs' Ownership of Credit Cards — Men and Women (% of DINKYs), July 2007

Monthly Expenditure on Credit Cards

Table 34: DINKYs' Monthly Expenditure on Credit Cards by Age and Sex (% of DINKYs who have credit cards and mean expenditure per month in £), July 2007

Payment of Credit-Card Balances

Table 35: DINKYs' Settlement of Outstanding Credit-Card Balance Each Month by Age and Sex (% of DINKYs who have credit cards), July 2007

Loans

Penetration of Loans

Table 36: Loans (Other Than Mortgages) Taken Out by DINKYs by Age and Sex (% of DINKYs), July 2007

Size of Loans

Table 37: Total Amount of Loans Held by DINKYs by Age and Sex (% of DINKYs who have loans other than mortgages and mean size of loans in £), July 2007

Investments

Table 38: Investment by DINKYs in Stocks and Shares or Unit Trusts by Age and Sex (% of DINKYs), July 2007

6. Holidays

NUMBER OF HOLIDAYS AND SHORT BREAKS

Holidays

Table 39: Number of Holidays (5 Days or More) Taken by DINKYs in the Past 12 Months by Age and Sex (% of DINKYs), July 2007

Short Breaks

Table 40: Number of Short Breaks (4 Days or Fewer) Taken by DINKYs in the Past 12 Months by Age and Sex (% of DINKYs), July 2007

HOLIDAY AND SHORT-BREAK DESTINATIONS

Holidays

Table 41: Destination of DINKYs' Most Recent Holiday (5 Days or More) by Age and Sex (% of DINKYs), July 2007

Short Breaks

Table 42: Destination of DINKYs' Most Recent Short Break (4 Days or Fewer) by Age and Sex (% of DINKYs), July 2007

HOLIDAY EXPENDITURE

Table 43: DINKYs' Expenditure on Themselves on Holidays (5 Days or More) in an Average Year by Age and Sex (% of DINKYs and mean expenditure per year in £), July 2007

TYPES OF HOLIDAYS

Table 44: Types of Holidays (5 Days or More) That DINKYs Have Been on in the Past 12 Months by Age and Sex (% of DINKYs), July 2007

Figure 11: Types of Holidays (5 Days or More) That DINKYs Have Been on in the Past 12 Months (% of DINKYs), July 2007

7. Leisure Time

FRIENDS

Table 45: Those Who Like to Have a Circle of Close Friends Who Support Them in Hard Times — Men and Women by Marital Status and Presence of Children (% definitely agreeing), January-December 2006

EATING AND DRINKING

Weekly Expenditure on Alcohol

Table 46: DINKYs' Expenditure on Alcohol in an Average Week by Age and Sex (% of DINKYs and mean expenditure per week in £), July 2007

Figure 12: DINKYs' Expenditure on Alcohol in an Average Week (% of DINKYs), July 2007

Visits to Pubs

Table 47: Number of Times DINKYs Go to a Pub Just for a Drink in an Average Month by Age and Sex (% of DINKYs), July 2007

Figure 13: Number of Times DINKYs Go to a Pub Just for a Drink in an Average Month — Men and Women (% of DINKYs), July 2007

Eating Out

Table 48: Number of Times DINKYs Eat Out in a Restaurant in an Average Month by Age and Sex (% of DINKYs), July 2007

Take-Aways

Table 49: Frequency With Which DINKYs Have Take-Aways by Age and Sex (% of DINKYs), July 2007

Figure 14: Frequency With Which DINKYs Have Take-Aways (% of DINKYs), July 2007

VISITS TO THE CINEMA

Table 50: Number of Times DINKYs Have Been to the Cinema in the Past 6 Months by Age and Sex (% of DINKYs), July 2007

EXERCISING

Membership of Gymnasia, Health Clubs and Sports Clubs

Table 51: DINKYs' Membership of Gymnasia, Health Clubs and Sports Clubs by Age and Sex (% of DINKYs), July 2007

Frequency of Exercise

Table 52: Number of Times DINKYs Exercise in an Average Week by Age and Sex (% of DINKYs), July 2007

Figure 15: Number of Times DINKYs Exercise in an Average Week (% of DINKYs), July 2007

8. Clothes and Beauty

CLOTHES

Monthly Expenditure on Clothes

Table 53: DINKYs' Average Monthly Expenditure on Clothes by Age and Sex (% of DINKYs and mean expenditure per month in £), July 2007

Figure 16: DINKYs' Average Monthly Expenditure on Clothes — Men and Women (% of DINKYs), July 2007

Designer Labels

Table 54: DINKYs' Purchasing of Designer Labels by Age and Sex (% of DINKYs), July 2007

BEAUTY

Monthly Expenditure on Make-Up

Table 55: Female DINKYs' Average Monthly Expenditure on Make-Up by Age (% of female DINKYs and mean expenditure per month in £), July 2007

Figure 17: Female DINKYs' Average Monthly Expenditure on Make-Up by Age (% of female DINKYs), July 2007

9. Home Entertainment

INTERNET USAGE

Frequency of Use

Table 56: DINKYs' Average Weekly Number of Accesses to the Internet at Home by Age and Sex (% of DINKYs), July 2007

Length of Use

Table 57: Number of Hours DINKYs Spend on the Internet at Home in an Average Week by Age and Sex (% of DINKYs who use the Internet at home), July 2007

Figure 18: Number of Hours DINKYs Spend on the Internet at Home in an Average Week (% of DINKYs who use the Internet at home), July 2007

Type of Usage

Table 58: Purposes for Which DINKYs Use the Internet by Age and Sex (% of DINKYs who use the Internet at home), July 2007

Figure 19: Purposes for Which DINKYs Use the Internet (% of DINKYs who use the Internet at home), July 2007

COMPUTERS

Number of Computer Games Bought

Table 59: Number of Computer Games Bought by DINKYs in the Past 12 Months by Age and Sex (% of DINKYs and mean number of computer games purchased), July 2007

AUDIO EQUIPMENT

Number of CDs Bought

Table 60: Number of CDs Bought by DINKYs in the Past 12 Months by Age and Sex (% of DINKYs and mean number of CDs purchased), July 2007

Ownership of Apple iPods

Table 61: Ownership of an Apple iPod — Men and Women by Marital Status and Presence of Children (%), January-December 2006

TELEVISION AND VIDEO EQUIPMENT

Ownership of Video Recorders

Table 62: Ownership of a Video Recorder — Men and Women by Marital Status and Presence of Children (%), January-December 2006

Ownership of DVD Players

Table 63: Ownership of a DVD Player — Men and Women by Marital Status and Presence of Children (%), January-December 2006

Number of DVDs Bought

Table 64: Number of DVDs Bought by DINKYs in the Past 12 Months by Age and Sex (% of DINKYs and mean number of DVDs purchased), July 2007

Ownership of Home Cinemas

Table 65: Ownership of a Home Cinema — Men and Women by Marital Status and Presence of Children (%), January-December 2006

Ownership of Sky+ or a Personal Video Recorder

Table 66: Ownership of Sky+ or a Personal Video Recorder — Men and Women by Marital Status and Presence of Children (%), January-December 2006

10. Cars

NUMBER OF CARS IN HOUSEHOLD

Table 67: Number of Cars in DINKY Households by Age and Sex (% of DINKYs), July 2007

Figure 20: Number of Cars in DINKY Households (% of DINKYs), July 2007

TYPES OF CAR OWNED

Table 68: Types of Cars Owned by DINKYs by Age and Sex (% of DINKYs who have a car), July 2007

NEW VERSUS SECOND-HAND CARS

Table 69: DINKYs' Purchasing of Cars New or Second Hand by Age and Sex (% of DINKYs who have a car), July 2007

CAR MAINTENANCE

Cleaning

Table 70: Responsibility for Cleaning of Cars in DINKY Households by Age and Sex (% of DINKYs who have a car), July 2007

Figure 21: Responsibility for Cleaning of Cars in DINKY Households — Men and Women (% of DINKYs who have a car), July 2007

Servicing

Table 71: Responsibility for Servicing of Cars in DINKY Households by Age and Sex (% of DINKYs who have a car), July 2007

Figure 22: Responsibility for Servicing of Cars in DINKY Households — Men and Women (% of DINKYs who have a car), July 2007

CAR INSURANCE

Table 72: Responsibility for Arranging Insurance for Cars in DINKY Households by Age and Sex (% of DINKYs who have a car), July 2007

Figure 23: Responsibility for Arranging Insurance for Cars in DINKY Households — Men and Women (% of DINKYs who have a car), July 2007

CAR PURCHASES

Purchasing Decisions

Table 73: Responsibility for Car-Purchasing Decisions in DINKY Households by Age and Sex (% of DINKYs who have a car), July 2007

Figure 24: Responsibility for Car-Purchasing Decisions in DINKY Households — Men and Women (% of DINKYs who have a car), July 2007

Payment

Table 74: Responsibility for Payment for Cars in DINKY Households by Age and Sex (% of DINKYs who have a car), July 2007

OWNERSHIP OF SATELLITE NAVIGATION SYSTEMS

Table 75: Ownership of Satellite Navigation for Cars — Men and Women by Marital Status and Presence of Children (%), January-December 2006

11. Marketing

MARKETING OPPORTUNITIES

Mortgage Advice and Brokering

Removal and Storage Services

Home Furnishings and DIY

Loans

Holidays

Alcoholic Beverages

Eating Out and Take-Aways

Membership of Gymnasia, Health Clubs and Sports Clubs

Clothes and Make-Up

Internet Providers

Home Entertainment

Cars

ADVERTISING AND BRANDS

12. An International Perspective

EUROPE

Table 76: Mean Age of Women at Childbearing in Selected European Countries (years), 1995 and 2005

Table 77: Mean Ages of Men and Women at First Marriage in Selected European Countries (years), 1995 and 2005

THE US

Table 78: Fertility Indicators for Women in the US by Age (number and %), June 2004

13. The Future

DEMOGRAPHIC TRENDS

Table 79: The UK Population of 16 to 34 Year-Olds by Sex (million), 2005, 2011 and 2021

ECONOMIC AND LIFESTYLE TRENDS

Table 80: Forecast UK Growth in Gross Domestic Product in Real Terms (%), 2007-2011

KEY MARKETS

14. Consumer Confidence

METHODOLOGY

KEY FINDINGS THIS QUARTER

THE WILLINGNESS TO BORROW

Confidence Improves

Table A: The Average Amount Consumers Are Willing to Borrow in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), February 2006-2007

Willingness to Borrow Slips Slightly

Table B: The Number of Adults Willing to Borrow in Order to Purchase Expensive Items (000 and %), February 2006-2007

SPENDING FROM SAVINGS

Slight Increase in Spending from Savings

Table C: The Average Amount Consumers Are Willing to Spend from Savings in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), February 2006-2007

Saving Grows in Relative Importance

Table D: The Average Amounts Adults Are Confident Spending to Purchase Expensive Items (£ and %), February 2006-2007

14. Further Sources

Associations

General Sources

Government Publications

Other Sources

Bisnode Sources

Abstract

DINKY is an acronym for `double income, no kids yet'; `DINKYs' are married or cohabiting couples who are both earning and who have not yet had children (or who do not intend to do so). Although the term DINKY has slightly gone out of fashion, this remains a valuable consumer group and thus a target for companies' marketing efforts. This report focuses on the key age group, i.e. 20 to 34 year-olds.

Several social trends mean that DINKYs are a significant demographic group. There is a growing tendency for couples to cohabit rather than to get married straight away, and many individuals enter several cohabiting relationships during their lifetime. The average ages at which couples are getting married and starting families have risen: figures for England and Wales show that, by 2005, the average at first marriage was 32 for men and 29 for women, and the average age of a woman having her first child was 27.3 years. Many couples are delaying having children because they have other priorities: they enjoy the freedom their lifestyles give them; they want to establish careers; and they are put off by the financial costs of having children.

DINKYs tend to have higher household incomes than other demographic groups, due to the fact that both partners tend to be working full time. They are more likely than other groups to `live for the moment', which in turn means that they tend to spend all the money they earn; they spend their disposable income on enjoying themselves and making the most of their child-free years.

As a result, DINKYs are key targets for companies providing loans, holidays, alcoholic beverages, clothes and make-up, Internet services, home-entertainment devices and cars, as well as for restaurants and gymnasia. Their lifestyle also means they are key targets for mortgage advice, removal and storage services, and home furnishing and do-it-yourself (DIY) products. However, the future spending power of DINKYs depends on the performance of the UK's housing market.

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