Table of Contents
Executive Summary
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- The issues
- Singles aren’t thrilled with how they are portrayed in the media
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- Figure 1: Portrayal of singles in the media – Difference from married and index to all, December 2016
- Singles feel behind schedule, in terms of lifestage accomplishments
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- Figure 2: Attitudes and expectations, by marital status, December 2016
- Single women are more likely to struggle with their relationship status
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- Figure 3: Singles’ attitudes and expectations – Select items, by gender, December 2016
- The opportunities
- Singles are open to making lifestyle improvements
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- Figure 4: Singles’ goals for the next five years – Difference from married and index to all, December 2016
- Singles are concentrating on themselves
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- Figure 5: Singles’ reasons for not being married – Select items, by age, December 2016
- Single men may need a boost of empowerment from brands
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- Figure 6: Portrayal of singles in the media, by gender, December 2016
- Singlehood elicits spontaneity and adventure
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- Figure 7: Comparing activities of singles to non-singles, December 2016
- What it means
The Market – What You Need to Know
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- Unmarried adults account for nearly 123.5 million people
- Share of unmarried adults continues to grow
- Youngest and oldest adults are most likely to be unmarried
- Blacks are disproportionately least likely to be married
- Single women are more likely than single men to buy homes despite earning less
Singles by the Numbers
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- Nearly half of all adults are unmarried
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- Figure 8: Unmarried share of the population, 2006-16
- Adults aged 15-29 account for more than four in 10 unmarrieds
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- Figure 9: Marital status of total population aged 15+, unmarried, by age, 2016
- Gender disparity in share of unmarried adults shifts at age 50
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- Figure 10: Unmarried people aged 15+, by gender and age, 2016
- Black adults are most likely to be unmarried
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- Figure 11: Total population and unmarried aged 15 or older, by race/Hispanic origin, 2016
- Financial benefits of two-adult households
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- Figure 12: Household income of adults aged 15+, by marital status, 2016
Market Perspective
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- Homeownership is higher among single women
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- Figure 13: Composition of home buyer households, by marital status and gender, 2000-16
- Gender wage gap worsens with age
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- Figure 14: Usual median weekly earnings of full-time wage and salary workers, by gender and age, Q4 2016
Market Factors
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- Share of married adults continues to decline
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- Figure 15: Percentage of population aged 15+ who are married, 2006-17
- Young adults today are delaying marriage
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- Figure 16: Estimated median age at first marriage, 2006-16
- Divorce rate continues to decline
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- Figure 17: Estimated annual number of divorces/annulments and rate, 2000-15
Key Trends – What You Need to Know
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- Services and apps make meeting others easy and convenient
- Swipe left, swipe right, wink, like, match
- Being single doesn’t mean you’re unhappy or lonely
- The “single tax” makes singlehood expensive
- Single women may struggle to embrace professional aspirations
- Three cheers for being single!
What’s Working?
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- Singles turn to different dating sites for specific reasons
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- Figure 18: Dating apps and services – Select companies, 2016
- First comes swiping, then comes meeting in-person
- Psychological well-being of older singles surpasses non-singles
- Ridin’ solo musters up independence, not insecurity
- Retailers push “treat yourself” campaigns for Galentine’s Day
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- Figure 19: DSW Designer Shoe Warehouse “Sisters before misters,” February 2017
- Figure 20: BCBGMAXAZRIA “Celebrate Galentine’s Day in style.” February 2017
What’s Struggling?
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- Single women most likely to downplay their career ambitions
- It costs more to be single
- In era of digital dating, prioritizing safety of users is important
- Some places are better to live than others for singles
What’s Next?
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- There’s a dating app for that
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- Figure 21: How to Start Dating with Ona, February 2017
- Figure 22: FarmersOnly: The Fishing Date, November 2015
- Celebrating the single adult
- Traveling “alone” has become safer for women
- First came ghosting, then breadcrumbing, and now there’s cushioning
The Consumer – What You Need to Know
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- Singles can act like married adults
- One in five singles use dating apps and services
- Lifestyle improvements are top goals for next five years
- Dating motivations adjust with age
- Singles are less favorable about their media portrayal
- Satisfaction with singlehood increases with age
- Singles differentiate themselves by their spontaneity
Activities Done in the Last 12 Months
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- Singles are active, but not nearly as much as non-singles
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- Figure 23: Activities done in the last 12 months, by marital status, December 2016
- Single men likely feel safer and more financially stable to doing things
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- Figure 24: Activities done by singles in the last 12 months, by gender, December 2016
- Young singles are far more active than older singles
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- Figure 25: Activities done by singles in the last 12 months, by age, December 2016
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- Figure 26: Activities done by singles in the last 12 months – Number of activities, by age, December 2016
Past 12 Month Use of Dating/Non-Dating Services
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- Dating apps used by more than one in five singles
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- Figure 27: Activities done by singles in the last 12 months – Apps/services to meet people, by marital status, December 2016
- More single men than women are using dating apps
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- Figure 28: Activities done by singles in the last 12 months - Apps/services to meet people, by gender, December 2016
- Young adults are more likely than older adults to turn to dating services
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- Figure 29: Activities done by singles in the last 12 months – Apps/services to meet people, by age, December 2016
Goals for the Next Five Years
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- Health and long-term lifestyle improvement goals beat out marriage
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- Figure 30: Singles’ goals for the next five years – Difference from married and index to all, December 2016
- Single women are more motivated to make big, lifestyle changes
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- Figure 31: Singles’ goals for the next five years – Select items, by gender, December 2016
- Young singles look to improve their financial situations
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- Figure 32: Singles’ goals for the next five years – Select items, by age, December 2016
- Most singles aren’t interested in getting married in the next five years
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- Figure 33: Singles’ goals for the next five years – Get married, by key demographics, December 2016
Reasons for Not Being Married
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- Singles haven’t met the right person, previously married prefer to be alone
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- Figure 34: Reasons for not being married, by relationship status, December 2016
- Single women are selective and find dating exhausting, men just aren’t ready
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- Figure 35: Citi: “Date” Citi® Double Cash Card Commercial, TV commercial, January 2017
- Figure 36: Singles’ reason(s) for not being married – Select items, by gender, December 2016
- Serious relationships are less desired by youngest singles
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- Figure 37: Singles’ reason(s) for not being married – Select items, by age, December 2016
- Reasons for singlehood are shared by both straight and LGBT adults
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- Figure 38: Reason(s) singles are not married – Top five reasons, by sexual orientation, December 2016
Portrayal of Singles in the Media
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- Most singles feel they are negatively portrayed in the media
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- Figure 39: Portrayal of singles in the media – Difference from married and index to all, December 2016
- Single women are more likely to feel empowered
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- Figure 40: Secret Deodorant | Raise | #StressTest, TV commercial, April 2016
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- Figure 41: Portrayal of singles in the media – Select positive items, by gender, December 2016
- Young singles are more sensitive to how they are shown in the media
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- Figure 42: How To Be Single - Official Trailer 1 [HD], November 2015
- Figure 43: Portrayal of singles in the media, by age, December 2016
- LGBT singles demonstrate optimistic portrayals in the media
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- Figure 44: Portrayal of singles in the media, by sexual orientation, December 2016
Attitudes and Expectations
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- Singles are price-conscious, adventurous, and self-critical
- Financial security is a struggle for single adults
- Solo travel for singles poses an opportunity for self-discovery and enjoyment
- Many singles are under pressure and feeling behind schedule
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- Figure 45: Attitudes and expectations, by marital status, December 2016
- Single men appear more comfortable with their current situation
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- Figure 46: Singles’ attitudes and expectations – Select items, by gender, December 2016
- Young singles express concerns about living a lonely life
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- Figure 47: Singles’ attitudes and expectations – Lifestage pressures, by age, December 2016
- Desire to be in a relationship is more impactful on social media than ads
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- Figure 48: Singles’ attitudes and expectations – Media portrayal of couples and impact on desire for relationship, by key demographics, December 2016
Comparing Activities of Singles to Non-singles
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- Being single allows for spontaneity and adventure
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- Figure 49: Comparing activities of singles to non-singles, by marital status, December 2016
- Singles are more open to trying new things . . .
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- Figure 50: Comparing activities of singles to non-singles – Travel items, December 2016
- . . . and are spontaneous purchasers
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- Figure 51: Comparing activities of singles to non-singles – Finance items, December 2016
- Singles recognize their less healthy eating habits
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- Figure 52: Comparing activities of singles to non-singles – Health items, December 2016
- Singles feel more up-to-date on the latest technology
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- Figure 53: Comparing activities of singles to non-singles – Technology items, December 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Supporting data
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
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