Abstract
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.
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.
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