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The Solo Female Consumer Market

This Packaged Facts report explores the expanding "solo female" market, defined as never-married female consumers with no children. The number of solo females has grown rapidly in recent years, a trend that is expected to continue as more women choose to delay or forgo marriage as they pursue career goals, financial independence, and levels of education that exceed those achieved by their male peers. The current aggregate income of single women in the United States is $400 billion. Marketers must adopt new strategies to reach this independent and individualistic group, who are becoming increasingly comfortable with making their own major purchasing decisions and have money to spend on themselves.

This new report provides key data and analysis for this rapidly expanding class of consumers: what they like, how they spend their hard-earned money, and what messages appeal to them. The report features focus sections covering both traditional areas for female consumers, including household shopping, apparel and accessories, and leisure and recreation, as well as nontraditional or emerging areas, including home, auto, and electronics; financial management; and Internet trends. Focus sections are based largely on recent Simmons Market Research Bureau data on U.S. consumer purchasing, ownership, and product usage patterns.


Scope And Methodology

Market Parameters

This report examines the solo female market, with solo females defined as never-married women between the ages of 25 and 44 with no children. This definition includes lesbian women without children. In some cases, data used in this report may also encompass single females, defined as never-married, divorced, widowed, or separated women who may or may not have children, or single-person female households, defined as women living alone, regardless of their marital or childbearing status.

Following a "Statistical Overview" chapter on the solo female demographic, this report provides focus chapters on Household Shopping; Apparel and Accessories; Home, Auto, and Electronics; Travel, Leisure, and Fitness; Financial Management; and the Solo E-Consumer.

Report Methodology

The information contained in this report was obtained from primary data and secondary research. The analysis of consumer demographics primarily derives from the Simmons Market Research Bureau (New York, NY) fall 2000 consumer survey, based on 31,576 respondents. Secondary research entailed data-gathering from relevant trade, business, and government sources, including the U.S. Census Bureau.

Women projected to control $1 trillion -- or 60% of the nation’s wealth -- by 2010

New York, November 15/PRNewswire - Aggregate income of solo female consumers is up an estimated 17% from 1997 levels, according to The US Market for Solo Female Consumers, a new market research study published by Packaged Facts and released by MarketResearch.com. According to the report, the economic influence of this demographic will continue to expand as a new generation of women, less wedded to traditional female roles, matures and achieves independence. Marketers have only scratched the surface of this explosive market that now claims an aggregate income of $166.1 billion, and with more and more attention focusing on this untapped sales source, information on how single women are spending their money and what messages they respond to is crucial.

The U.S Market for Solo Female Consumers delivers an in-depth demographic profile of the 17 million never-married female consumers between the ages of 25 of 44 who have no children, including their consumer and shopping behavior, educational and employment patterns. The report explores the following markets, which have all seen a recent spike in sales to the solo female consumer: household shopping; home, auto, and electronics; travel, leisure, and fitness; financial management; and e-consumer.

“Solo females are not just young women biding their time until they find someone to settle down with,” said Meg Hargreaves, VP of Research Publishing for MarketResearch.com. “57% of single women currently own their own home, making it clear that women are now making the money that allows them to buy their own homes, plan their future financial security, and live fully independent lives.”

  1. Executive Summary
  2. Statistical Overview
    Introduction
    • Who Are Solo Females?
    • Market Definition

    Income
    • Distribution of Solo Female Households by Income Bracket, 1997 vs. 2000
    • Solo Female Income on the Rise
    • Net Worth?

    Population
    • Solo Female Households Increasing in Number
    • Solo Female Population Growth Expected to Continue
    • Figure 2-1: Number of U.S. Single Female Households, 1990-2006 (Census Bureau)
    • Solo Females Earn ??% of Nation's Income
    • Table 2-1: Single Female Share of U.S. Aggregate Household Income by Quintile

    Demographic Characteristics
    • Table 2-2: U.S. Solo Female Market by Age Bracket, 20000
    • Solo Female Market is Segmented
    • Table 2-3: Share of U.S. Solo Female Market by Racial/Ethnic Origin, 2000
    • Table 2-4: U.S. Solo Female Market by Census Region, 2000
    • Where Solo Females Live
    • Most Solo Females Opt to Live in or near Major Cities
    • Increasingly Solo Females Own Their Own Homes
    • Table 2-5: Share of U.S. Solo Female Market by Kind of Residence, 2000
    • Table 2-6: Share of U.S. Solo Female Market by Type of Residence, 2000
    • Table 2-7: Share of U.S. Solo Female Market by Educational Level Attained, 2000
    • Solo Females are Educated
    • Table 2-8: Share of U.S. Solo Female Market by Employment Status: Selected Classifications, 2000
    • Table 2-9: Share of U.S. Solo Female Market by Occupation, 2000
    • Figure 2-2: Estimated U.S. Solo Female Income, 1997-2001 (dollars)
    • [this is a figure Csaba generates from tables below]

    Solo Female Market Size and Growth
    • 2001 Solo Female Income Nears $???
    • Table 2-10: Estimated U.S. Aggregate Solo Female Household Income, 1997-2001 (number of households and dollar income) [old Table 3-1]
    • Solo Females Earn x% of Nation's Total Income
    • Table 2-11: Solo Female Share of U.S. Aggregate Household Income 1990-1996X [old 3-2] (Census Bureau)

    Factors Affecting Market Growth
    • Pay Gap Narrows Slightly
    • More Women Break Through Glass Ceiling
    • More and More Women Are Solo by Choice, Not Necessity
    • Table 2-12: Median Income, Single Females vs. Single Males by Age Group
    • Table 2-13: Average Annual Expenditures, Single Females vs. Single Males by Age Group
    • Figure 2-3 Projected U.S. Solo Female Income, 2000-2005 (dollars)

    Projected Market Growth
    • Table 2-14: Projected U.S. Aggregate Solo Female Income, 2001-2006 (number of households and dollar income) [old 3-4]
    • Solo Female Market to Reach $428 Billion in 2006

    Overview of Solo Females as Consumers
    • Table 2-15: Share of Income by Household Expenditure: Solo Females vs. Overall U.S. and Overall Women (dollars and percent) [old 4-1]
    • Solo Females Spend ?? the National Average
  3. Household Shopping:
    Food and Beverage
    • Table 3-1: Annual Food and Beverage Expenditures by Type Solo Females vs. All Women and All U.S. Households [old 4-2]
    • Trend Analysis: Food and Beverage
    • Solo Females Dine Out Frequently
    • Purchases of Alcoholic Beverages Increase
    • Alcoholic Beverage Marketers Target New Products to Solo Females

    Health and Beauty Care
    • Table 3-2: Annual Health Care Expenditures by Type: Solo Females vs. All Women and All U.S. Households
    • Trend Analysis: Health Care
    • Women Live Longer, Incur More Health Care Costs
    • Table 3-3: Annual Beauty Care Expenditures by Type: Solo Females vs. All Women and All U.S. Households
    • Trend Analysis: Beauty Care

    Household Products
    • Table 3-4: Annual Household Product Expenditures by Type: Solo Females vs. All Women and All U.S. Households
    • Trend Analysis: Household Products
      [Note: This chapter will also include Simmons-based discussion, to be woven throughout chapter, per tables (to come).]
  4. Apparel & Accessories:
    • Table 4-1: Annual Apparel Expenditures by Type: Solo Females vs. All Women and All U.S. Households
    • Trend Analysis: Apparel
    • Table 4-2: Annual Accessory Expenditures by Type: Solo Females vs. All Women and All U.S. Households
    • Trend Analysis: Accessories
    • Solo Females Don't Wait for Prince Charming, Buy Jewelry Themselves
      [Note: This chapter will also include Simmons-based discussion, to be woven throughout chapter, per tables (to come).]
  5. Home, Auto & Electronics: Home
    • Table 5-1: Annual Housing Expenditures by Type: Solo Females vs. All Women and All U.S. Households
    • Table 5-2: Home Value, Age, and Monthly Cost: Solo Females vs. All Women and All U.S. Households
    • Trend Analysis: Housing
    • Solo Females Prefer Condos and Single-Family Homes
    • Solo Females Drawn to Newer Homes Requiring Fewer Repairs
    • Trend Toward Less Square Footage and More Amenities
    • Table 5-3: Annual Household Furnishing Expenditures by Type: Solo Females vs. All Women and All U.S. Households
    • Solo Females Increasingly Take on "Do-It-Yourself" Projects

    Auto
    • Table 5-4: Annual Automobile Expenditures by Type: Solo Females vs. All Women and All U.S. Households
    • Trend Analysis: Auto
    • Car Repair Chains Strive to Be Female-Friendly

    Electronics
    • Table 5-5: Annual Household Electronics Expenditures by Type: Solo Females vs. All Women and All U.S. Households
    • Trend Analysis: Electronics
    • Solo Females Rely on Personal Recommendations when Shopping for Electronics
      [Note: This chapter will also include Simmons-based discussion, to be woven throughout chapter, per tables (to come).]
  6. Leisure & Recreation:
    Travel
    • Table 6-1: Favorite Vacation Spots for Solo Females
    • Table 6-2: Number of Airline Seats and Hotel Room Nights
    • Solo Females Account for x% of All Travel Dollars
    • Trend Analysis: Travel

    Entertainment and Leisure Products
    • Table 6-3: Annual Entertainment Expenditures by Type [old 4-12]
    • Trend Analysis: Entertainment and Leisure Products
    • Solo Females Spend $x on Entertainment
      [Note: This chapter will also include Simmons-based discussion, to be woven throughout chapter, per tables (to come).]
  7. Financial Management
    • Financial Services "Discover" the Solo Female Consumer
    • Trend analysis plus selected Simmons data on banking & investments, IRAs, securities, brokerage accounts, & mutual fund accounts; life, home, automotive, & medical insurance; credit, ATM, & telephone cards.
      [Note: This chapter will also include Simmons-based discussion, to be woven throughout chapter, per tables (to come).]
  8. The Solo Female E-Consumer:
    • Simmons-based tables and discussion and trend analysis for Computer usage, Internet usage, email usage, Internet shopping patterns.
      [Note: This chapter will also include Simmons-based discussion, to be woven throughout chapter, per tables (to come).]

    Appendix I: Examples Of Consumer Advertising

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