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lifestages
- Marketing To Young Couples - UK - July 2011
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“Marriage may be in decline amongst the UK’s 4.6 million modern young couples, (around a third of 16-34-year olds are living with, but not married to their partner) but young couples are still very traditional. Although they might live together before marriage, for the majority, marriage remains a prerequisite to family life; just 30% have children but are not married. Young couples also assume very traditional roles within the relationship with men typically retaining their role as breadwinner leaving the female to take charge of domestic matters such as cooking, cleaning and childcare.”
– Alexandra Richmond, Senior Consumer and Lifestyles Analyst
There are stark differences between those that have been together for less than five years and those that have been together for five or more years demonstrating how the lives of our young couples become increasingly symbiotic. However, when it comes to pooling their funds together, this only appears to happen after a couple have been together for a very long time with just one in four who have been together for less than five years sharing their finances. This compares to one in three who have been together for five to ten years and 37% who have been together for longer than ten years.
Introduction
Definition
Background
Executive Summary
The young couples
Figure 1: Young Couples, March 2011
Fledgling Couple
Committed Couple
Established Couple
Length of time in relationship
Figure 2: Length of time in relationship, March 2011
Marital status
Figure 3: Marital status of young couples, March 2011
Division of assets
Traditional roles
Future plans
Relationship dynamics
Demographic Overview
Key points
Population trends
Figure 4: Trends in the age structure of the UK population amongst 16-34-year-olds, 2006-16
Marriage and divorce
Marriage trends
Figure 5: Number of marriages amongst the 16-34-year-olds as a proportion of all marriages, 2004-08
Age at marriage
Figure 6: Age at marriage, 2008
Divorce trends
Figure 7: Ten-year trends in divorces amongst adults aged 16-34, by gender, 1999-2009
Employment status
Figure 8: Employment status amongst 16-34-year-olds, by age, February-March 2011
Figure 9: Comparison of employment status amongst young couples and the national average for 16-34-year-olds, March 2011
Young Couples Overview
Demographics
Figure 10: Selected demographics of young couples, March 2011
Length of time in relationship
Figure 11: Length of time in relationship, March 2011
Division of possessions
Figure 12: Ownership of selected possessions or policies, March 2011
Division of responsibilities
Figure 13: Division of responsibilities, March 2011
Purchase decisions
Figure 14: Key decision-maker on purchases, March 2011
Future plans
Figure 15: Future plans, March 2011
Relationship dynamics
Figure 16: Relationship dynamics, March 2011
Fledgling Couples
Figure 17: Typology profile – Fledgling Couples, March 2011
What this means
Who are they?
Figure 18: Summary demographic profile – Fledgling Couples, March 2011
Household income
Figure 19: Gross annual household income of Fledgling Couples, March 2011
Length of time in relationship
Figure 20: Length of relationship with current partner – Fledgling Couples, March 2011
Division of possessions
Figure 21: Ownership of selected possessions or policies – Fledgling Couples, March 2011
Gender divide in product ownership
Figure 22: Sole ownership of selected possessions or policies – Fledgling Couples, by gender, March 2011
Division of responsibilities
Figure 23: Division of responsibilities – Fledgling Couples, March 2011
Purchase decisions
Figure 24: Key decision-maker on purchases – Fledgling Couples, March 2011
Future plans
Figure 25: Comparison of the Fledgling Couples’ plans with those of other young couples, March 2011
The Fledgling life map
Figure 26: Future plans – Fledgling Couples, March 2011
Relationship dynamics
Figure 27: Relationship dynamics – all vs Fledgling Couples, March 2011
Social style
Still trying to impress
The Committed Couple
Figure 28: Typology profile – Committed Couples, March 2011
What this means
Who are they?
Figure 29: Summary demographic profile – Committed Couples, March 2011
Household income
Figure 30: Gross annual household income of Committed Couples, March 2011
Division of possessions
Figure 31: Ownership of selected possessions or policies – Committed Couples, March 2011
Division of responsibilities
Figure 32: Division of responsibilities – Committed Couples, March 2011
Purchase decisions
Figure 33: Key decision-maker on purchases – Committed Couples, March 2011
Future plans
Figure 34: Comparison of the Committed Couples’ plans with those of other young couples, March 2011
The Committed Couples life map
Figure 35: Future plans – Committed Couples, March 2011
Relationship dynamics
Figure 36: Relationship dynamics – all vs Committed Couples, March 2011
Established Couples
Figure 37: Typology profile – Established Couples, March 2011
What this means
Who are they?
Figure 38: Summary demographic profile – Established Couples, March 2011
Household income
Figure 39: Gross annual household income of Established Couples, March 2011
Division of possessions
Figure 40: Ownership of selected possessions or policies – Committed Couples, March 2011
Division of responsibilities
Figure 41: Division of responsibilities – Established Couples, March 2011
Purchase decisions
Figure 42: Key decision-maker on purchases – Established Couples, March 2011
Future plans
Figure 43: Comparison of the Established Couples’ plans with those of other young couples, March 2011
The Established Couples life map
Figure 44: Future plans – Established Couples, March 2011
Relationship dynamics
Figure 45: Relationship dynamics – all vs Established Couples, March 2011
Appendix – Young Couples Overview
Figure 46: Young couples typologies, by demographics, March 2011
Appendix – Fledgling Couples
Length of time in relationship
Figure 47: Length of relationship with current partner – Fledgling Couples, by demographics, March 2011
Figure 48: Length of relationship with current partner – Fledgling Couples, by demographics, March 2011 (continued)
Division of possessions
Figure 49: Ownership of selected possessions or policies – Fledgling Couples, March 2011
Figure 50: Ownership of selected possessions or policies – Fledgling Couples, by demographics, March 2011
Figure 51: Ownership of selected possessions or policies – Fledgling Couples, by demographics, March 2011 (continued)
Division of responsibilities
Figure 52: Division of responsibilities – Fledgling Couples, March 2011
Figure 53: Division of responsibilities – Fledgling Couples, by demographics, March 2011
Figure 54: Division of responsibilities – Fledgling Couples, by demographics, March 2011 (continued)
Purchase decisions
Figure 55: Key decision-maker on purchases – Fledgling Couples, March 2011
Figure 56: Key decision-maker on purchases – Fledgling Couples, by demographics, March 2011
Figure 57: Key decision-maker on purchases – Fledgling Couples, by demographics, March 2011 (continued)
Future plans
Figure 58: Future plans – Fledgling Couples, March 2011
Figure 59: Future plans – Fledgling Couples, by demographics, March 2011
Figure 60: Future plans – Fledgling Couples, by demographics, March 2011 (continued)
Relationship dynamics
Figure 61: Relationship dynamics – Fledgling Couples, by demographics, March 2011
Figure 62: Relationship dynamics – Fledgling Couples, by demographics, March 2011 (continued)
Appendix – Committed Couples
Division of possessions
Figure 63: Ownership of selected possessions or policies – Committed Couples, March 2011
Figure 64: Ownership of selected possessions or policies – Committed Couples, by demographics, March 2011
Figure 65: Ownership of selected possessions or policies – Committed Couples, by demographics, March 2011 (continued)
Division of responsibilities
Figure 66: Division of responsibilities – Committed Couples, March 2011
Figure 67: Division of responsibilities – Committed Couples, by demographics, March 2011
Figure 68: Division of responsibilities – Committed Couples, by demographics, March 2011 (continued)
Purchase decisions
Figure 69: Key decision-maker on purchases – Committed Couples, March 2011
Figure 70: Key decision-maker on purchases – Committed Couples, by demographics, March 2011
Figure 71: Key decision-maker on purchases – Committed Couples, by demographics, March 2011 (continued)
Future plans
Figure 72: Future plans – Committed Couples, March 2011
Figure 73: Future plans – Committed Couples, by demographics, March 2011
Figure 74: Future plans – Committed Couples, by demographics, March 2011 (continued)
Relationship dynamics
Figure 75: Relationship dynamics – Committed Couples, by demographics, March 2011
Figure 76: Relationship dynamics – Committed Couples, by demographics, March 2011 (continued)
Appendix – Established Couples
Division of possessions
Figure 77: Ownership of selected possessions or policies – Established Couples, March 2011
Figure 78: Ownership of selected possessions or policies – Established Couples, by demographics, March 2011
Division of responsibilities
Figure 79: Division of responsibilities – Established Couples, March 2011
Figure 80: Division of responsibilities – Established Couples, by demographics, March 2011
Purchase decisions
Figure 81: Key decision-maker on purchases – Established Couples, March 2011
Figure 82: Key decision-maker on purchases – Established Couples, by demographics, March 2011
Future plans
Figure 83: Future plans – Established Couples, March 2011
Figure 84: Future plans – Established Couples, by demographics, March 2011
Figure 85: Future plans – Established Couples, by demographics, March 2011 (continued)
Relationship dynamics
Figure 86: Relationship dynamics – Established Couples, by demographics, March 2011
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