This report explores the lifestyles of single Americans. Use Mintel’s raw consumer statistics to gain fresh insight into what this demographic segment looks like, what they’re doing, what they want, and more. Below, we summarise the key topics covered and offer hand-selected insights from the report.
Key Topics Covered
- Current relationship status and satisfaction.
- Incidence of partner search among singles.
- Elements that influence personal identity.
- Life priorities for the next five years.
- Comfort with doing various activities alone.
- Discretionary spending priorities.
- Attitudes and behaviours towards singlehood.
Who Are Single Americans?
Single Americans can be segmented into singles and true singles. Where singles include those currently living with a partner or in a serious relationship, true singles are those not currently in a serious relationship. This is an important distinction to make, as Mintel’s proprietary data reveals that over a third of Americans are true singles—a significant base of consumers for marketers to appeal to.
Single American Lifestyle Insights
Over half of true singles are happy with being single
Despite being “truly single”, this doesn’t mean that these individuals are looking for anyone else. Most of these consumers are actively single by choice. Those single by choice are also much more likely to be “very happy” with their relationship status than those who are dating or interested in meeting new people. This is an opportunity for brands to celebrate singlehood and target effectively.
Gender differences in activities for single Americans
Single women are more comfortable cooking for themselves than single men are, but less comfortable participating in certain activities like travelling and attending live performances alone. This could be due to a lack of interest, or safety concerns. Stakeholders can address these concerns by emphasising safety protocols and offering support, e.g. by promoting group travel.
Find a complete analysis of single Americans in the full report. You may also be interested to browse our other consumer lifestyles research.
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Expert Analysis
Leading lifestyles analyst Scott Stewart delivers in-depth insight into the lives of single Americans with this report.
Dating and relationships are transforming, accelerated by tech and the pandemic. Understanding these shifts is pivotal for brands to connect with today’s singles.
Scott Stewart
Associate Director, Lifestyles & Retail
Collapse All
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- Key issues covered in this Report
- Definitions
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Executive Summary
- Consumer trends: key takeaways
- Opportunities
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Consumer Insights
- Consumer fast facts
- Defining singles
- Graph 1: current relationship status, 2023
- Graph 2: current relationship status among those not married, 2023
- Graph 3: current relationship status among true singles, 2023
- Graph 4: current relationship status among true singles, men vs women, 2023
- Graph 5: current relationship status – true singles, men vs women by age, 2023
- Graph 6: generations as a proportion of consumers, overall vs true singles, 2023
- Relationship satisfaction
- Graph 7: happiness with current relationship status, 2023
- Graph 8: happiness with current relationship status, married vs true singles 2023
- Graph 9: happiness with current relationship status, by singles relationship status, 2023
- Partner search
- Graph 10: past 12 month experience with finding a partner, by single relationship status, 2023
- Graph 11: past 12 month experience with finding a partner, true singles by gender, 2023
- Graph 12: have found/tried to find a partner in the past 12 months, by parental status, 2023
- Defining identity
- Graph 13: greatest influence on personal identity (NET – any rank), by marital status, 2023
- Graph 14: greatest influence on personal identity, true singles by gender, 2023
- Life priorities
- Graph 15: hope to achieve in the next five years, true singles vs unmarried but in a relationship, 2023
- Solo activities
- Graph 16: comfortable doing alone, 2023
- Graph 17: comfortable doing alone, overall vs true singles, 2023
- Graph 18: comfortable doing alone, true singles by gender, 2023
- Spending spree priorities
- Graph 19: spending priorities with $500 spending spree (NET – any rank), married vs true singles, 2023
- Graph 20: spending priorities with $500 spending spree, true singles by gender, 2023
- Attitudes towards singlehood
- Graph 21: attitudes towards relationships and singlehood (% agree), by relationship status, 2023
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Competitive Strategies
- Marketing and advertising
- Opportunities
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The Market
- Market context
- Graph 22: marital status, 2021
- Market drivers
- Graph 23: households, by number of members, 2011 and 2021
- Graph 24: married share of the population, 2010-20
- Graph 25: median age at first marriage, by gender, 2010-20
- Graph 26: married share of the population, by gender, 2010-20
- Graph 27: marital status, by age, 2020
- Graph 28: marital status details, by age, 2020
- Graph 29: marital status of women, by age, 2020
- Graph 30: marital status of men, by age, 2020
- Graph 31: percent of White people who are married, by gender, 2010-20
- Graph 32: percent of Asians who are married, by gender, 2010-20
- Graph 33: percent of Black people who are married, by gender, 2010-20
- Graph 34: percent of Hispanics who are married, by gender, 2010-20
- Graph 35: Consumer Sentiment Index, 2019-23
- Graph 36: Consumer Price Index change from previous period, 2019-23
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Appendix
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