Single Lifestyles - US - February 2012
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With fewer Americans marrying overall, those who do so are waiting longer to wed, and with an increasing divorce rate among older marrieds, singles are a growing population to consider in product positioning and marketing decisions.
According to the U.S. Census Bureau, there are a record number of singles in the U.S., accounting for 102 million adults aged 18+, or 44% of total adults. The Bureau of Labor Statistics Consumer Expenditure Survey, released in September 2011, estimates that singles contribute $1.9 trillion to the U.S. economy annually. What’s more, only 51% of adults today are married and a total of 28% of households now consist of just one person—which is more than double the share compared with 1960.
The stigma associated with being single has faded and more singles are content with their singlehood. Therefore, understanding everyday habits, attitudes and opinions of this increasingly important consumer group is key to growing business.
In this report, Mintel examines attitudes and behaviors of singles, both in and out of the dating scene, and contrasts them with those of married consumers. Specifically, this report answers the following questions:
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.