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Marketing To Young Couples - UK - July 2011

“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.

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Table of contents

  1. 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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                                    Marketing To Young Couples - UK - July 2011

                                    £2,195.00 (Excl.Tax)