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Single Lifestyles - UK - September 2017

OVERVIEW
What you need to know
Report definition
EXECUTIVE SUMMARY
The market
Appealing to the diverse single market
Figure 1: Marital and dating status, July 2017
Single life dents financial confidence
The consumer
Happiness with relationship status dips amongst singles…
Figure 2: Satisfaction with current relationship status, by relationship and dating status, July 2017
…but not all singles are on lookout for love
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
Figure 4: Usage of online dating apps and websites, July 2017
Tapping into the preference for real-world events
Figure 5: Activities people have done to find a partner in the past year, July 2017
Singles worry about bills
Figure 6: Biggest lifestyle challenges faced by singles, by gender, July 2017
Singles prove less confident
Figure 7: Levels of confidence in doing activities independently, July 2017
The social pressure on singles
Figure 8: Characteristics of singles, July 2017
What we think
ISSUES AND INSIGHTS
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 
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 
Appealing to the single minority
Figure 9: Marital and dating status, July 2017
Single population skews younger overall…
Figure 10: Marital status (England), by age, July 2017
…but rises again amongst seniors
DEMOGRAPHIC LIFESTYLE FACTORS 
Rising number of one-person households
Figure 11: UK households, by size, 2012-22
Young singles stay at home
Figure 12: Living situation of singles, by age, July 2017
Singles more likely to be renters
Figure 13: Marital status, by housing tenure, April 2016
Single parenting
Figure 14: Families by family type, 2016
Figure 15: SingleWithKids.co.uk, August 2017
Single life dents financial confidence
Figure 16: Current financial situation, by married status, July 2017
THE CONSUMER – WHAT YOU NEED TO KNOW
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 
Singles purport lower levels of happiness with relationship status
Figure 17: Satisfaction with current relationship status, by relationship and dating status, July 2017
The grass is always greener for middle-aged singles
Figure 18: Singles’ satisfaction with current relationship status, by gender and age, July 2017
HOW PEOPLE FIND A PARTNER 
Not all singles are looking for love
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’…
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
Figure 21: Stitch dating and companionship app, August 2017
Singles unprepared to pay for online dating
Figure 22: Usage of online dating apps and websites, July 2017
Tapping into the preference for real-world events
Figure 23: Activities people have done to find a partner in the past year, July 2017
Figure 24: Tesco’s Basket Dating campaign, February 2016
Charities get in on the dating scene
THE TROUBLE WITH BEING SINGLE 
Eating healthily proves leading concern for singles
Figure 25: Biggest lifestyles challenges faced by singles, by gender, July 2017
Singles worry about bills
Figure 26: Singles’ financial worries, by age, July 2017
Helping single women develop DIY skills
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
Cinema for singles
Figure 28: Levels of confidence in doing activities independently, July 2017
Singles prove less confident than those in relationships
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
Figure 30: Eenmaal restaurant, Amsterdam, August 2017
Boosting confidence amongst single women
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
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
Figure 33: Virgin Trains speed dating campaign, February 2017
CHARACTERISTICS OF SINGLETONS 
The daunting prospect of being alone
Figure 34: Characteristics of singles, July 2017
Singletons feel the pinch financially
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
Figure 36: Lifestyles attitudes, by singles vs those who are married, in a civil partnership or living as married, July 2017
Figure 37: SK-II Marriage Market campaign, April 2016
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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