Table of Contents
Executive Summary
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- The market
- Appealing to the diverse single market
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- Figure 1: Marital and dating status, July 2017
- Single life dents financial confidence
- The consumer
- Happiness with relationship status dips amongst singles…
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- Figure 2: Satisfaction with current relationship status, by relationship and dating status, July 2017
- …but not all singles are on lookout for love
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- Figure 3: Proportion of singles who have actively sought a partner in the last 12 months, July 2017
- Singles unprepared to pay for online dating
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- Figure 4: Usage of online dating apps and websites, July 2017
- Tapping into the preference for real-world events
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- Figure 5: Activities people have done to find a partner in the past year, July 2017
- Singles worry about bills
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- Figure 6: Biggest lifestyle challenges faced by singles, by gender, July 2017
- Singles prove less confident
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- Figure 7: Levels of confidence in doing activities independently, July 2017
- The social pressure on singles
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- Figure 8: Characteristics of singles, July 2017
- What we think
Issues and Insights
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- The financial challenge of being single
- The facts
- The implications
- Eroding the negativity around being single
- The facts
- The implications
The Market – What You Need to Know
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- Appealing to the single minority
- Rising number of one-person households
- Young singles stay at home
- Single parenting
- Single life dents financial confidence
Demographic Overview
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- Appealing to the single minority
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- Figure 9: Marital and dating status, July 2017
- Single population skews younger overall…
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- Figure 10: Marital status (England), by age, July 2017
- …but rises again amongst seniors
Demographic Lifestyle Factors
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- Rising number of one-person households
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- Figure 11: UK households, by size, 2012-22
- Young singles stay at home
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- Figure 12: Living situation of singles, by age, July 2017
- Singles more likely to be renters
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- Figure 13: Marital status, by housing tenure, April 2016
- Single parenting
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- Figure 14: Families by family type, 2016
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- Figure 15: SingleWithKids.co.uk, August 2017
- Single life dents financial confidence
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- Figure 16: Current financial situation, by married status, July 2017
The Consumer – What You Need to Know
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- Happiness with relationship status dips amongst singles…
- …but not all are on the lookout for love
- Finding love at any age
- Combatting negative perceptions of online dating
- Tapping into the preference for real-world events
- Eating healthily proves leading concern for singles
- Singles worry about bills
- Singles prove less confident than those in relationships
- Boosting confidence amongst single women
- The daunting prospect of being alone
Satisfaction with Current Relationship Status
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- Singles purport lower levels of happiness with relationship status
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- Figure 17: Satisfaction with current relationship status, by relationship and dating status, July 2017
- The grass is always greener for middle-aged singles
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- Figure 18: Singles’ satisfaction with current relationship status, by gender and age, July 2017
How People Find a Partner
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- Not all singles are looking for love
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- Figure 19: Proportion of singles who have actively sought a partner in the last 12 months, July 2017
- Helping the young to find ‘the one’…
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- Figure 20: Proportion of singles who have actively sought to find a partner in the last 12 months, July 2017
- …and seniors to find love again
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- Figure 21: Stitch dating and companionship app, August 2017
- Singles unprepared to pay for online dating
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- Figure 22: Usage of online dating apps and websites, July 2017
- Tapping into the preference for real-world events
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- Figure 23: Activities people have done to find a partner in the past year, July 2017
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- Figure 24: Tesco’s Basket Dating campaign, February 2016
- Charities get in on the dating scene
The Trouble with Being Single
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- Eating healthily proves leading concern for singles
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- Figure 25: Biggest lifestyles challenges faced by singles, by gender, July 2017
- Singles worry about bills
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- Figure 26: Singles’ financial worries, by age, July 2017
- Helping single women develop DIY skills
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- Figure 27: Proportion of singles who cite organising household maintenance jobs as a challenge, by gender and age, July 2017
Confidence in Doing Activities Alone
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- Cinema for singles
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- Figure 28: Levels of confidence in doing activities independently, July 2017
- Singles prove less confident than those in relationships
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- Figure 29: Levels of confidence in doing activities independently – NET “very confident and somewhat” confident”, by singles vs those who are married, in a civil partnership or cohabiting, July 2017
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- Figure 30: Eenmaal restaurant, Amsterdam, August 2017
- Boosting confidence amongst single women
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- Figure 31: Levels of confidence in doing activities independently – Net of “very confident” or “somewhat confident”, by gender, July 2017
- Singles prove more confident solo travellers
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- Figure 32: Proportion of adults who are “very confident” or “somewhat confident” travelling alone, by singles vs those who are married, in a civil partnership or living as married, July 2017
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- Figure 33: Virgin Trains speed dating campaign, February 2017
Characteristics of Singletons
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- The daunting prospect of being alone
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- Figure 34: Characteristics of singles, July 2017
- Singletons feel the pinch financially
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- Figure 35: Agreement with the statement “I feel financially secure”, by marital/relationship status, July 2017
- Could Singles’ Day work for the UK?
- The social pressure on singles
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- Figure 36: Lifestyles attitudes, by singles vs those who are married, in a civil partnership or living as married, July 2017
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- Figure 37: SK-II Marriage Market campaign, April 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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