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For the first time in our countries history, married-couple households are in the minority at 47%. This week’s Identica Insight analyses the consumer tribe of the singleton [somebody who lives alone]. The way in which single consumers respond to brands and products is vastly different to their committed counterparts. The age-old marketing tactic of selling to consumers as they go through a predictable series of life stages - getting engaged then married, buying a first home and having children - is looking increasingly out of touch. Difficulties in getting a foothold on the housing ladder, spiralling student debts and increased job insecurity put a question mark over individuals’ lifetime expectations and aspirations.
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IDENTICAINSIGHT
Issue 7SINGLETONS
SINGLETONS
Issue 7
SINGLETONS
For the first time in our countries history, married-couple households are in the minority at 47%.
This week’s Identica Insight analyses the consumer tribe of the singleton [somebody who lives alone].
The way in which single consumers respond to brands and products is vastly different to their committed counterparts.
The age-old marketing tactic of selling to consumers as they go through a predictable series of life stages - getting engaged then married, buying a first home and having children - is looking increasingly out of touch.
Difficulties in getting a foothold on the housing ladder, spiralling student debts and increased job insecurity put a question mark over individuals’ lifetime expectations and aspirations.
02
166,000new single-person UK households each year
31single-person households in North America (528m)
MILLION
60of Stockholm’s households are single-person
%
TYPICAL SINGLETONS
Issue 7
NICK, 34
Nick is a freelance journalist who spent his 20’s building a successful career at the expense of his personal time.
He now benefits from that commitment by engaging in freelance projects that allow him the flexibility he desires to travel. Nick values quality of product and service above all else.
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SOPHIA, 26
Sophia is a research analyst who invests in experiences and sees that as a measure of wealth and status.
Sophia understands that her friends are as busy as she is and is constantly online to keep in touch of those who are out of reach.
BRANDS
BRANDS
SINGLETONS
Issue 7
SINGLE BEHAVIOUR
04
SACRIFICE SPACESingle people are populating dense urban spaces and sacrificing residential space for the privilege of walking to work.
ALWAYS ONSingletons are always online, and if they aren’t they’re sleeping. Due to them being career driven, they spend little time with old friends and stay connected online.
SHOP DAY-TO-DAYShopping by the week can be restricting and rigid. Singletons will eat-out far more than other consumer groups and almost certainly buy groceries on a day-to-day basis.
TRAVEL FLEXBy not being accountable to many people, singletons can get away very quickly in short, last-minute bursts. Travelling and experiences are very important to this group as well as sharing those experiences online.
NON-STOP SOCIALSingletons are very mobile and can spend up to 5 nights out of the home a week.
22growth in online dating subscriptions in the last 12 months
%
30.8is now the UK average age for a man to wed
49of new mothers are over the age of 30
%
SINGLETONS
Issue 7
TARGETED MARKET
05
1. Architects, Levitt Bernstein Associates have plans to turn Hackney garages and car parks into single-person housing.
2. Air NZ along with KLM & Air Malaysia have launched a ‘meet & greet’ class where singles can get chatting and socialising on flights.
3. Banana Republic teamed up with Match.com to create single evenings that are hosted in their retail space.
Singletons were once judged by their inability to commit to certain life-stages.
In 2013, we have a situation where most single-households have chosen that flexible lifestyle and are embracing their freedom not to conform to lifestyles we’ve been accustom to from a previous generation.
Lots of brands target the 18-24 year-old ‘typical’ single market but the older, more affluent single market is expanding and have unmeet needs. This market is more willing to indulge in things that could be seen as non-necessity but the group have come to understand what they enjoy in life and are willing to invest their higher disposable incomes upon those things.
It’s important for brands not to highlight life-stages because singletons, now the majority of households, don’t respond to yesterday’s customs.
4. Prague transport company Ropid, are dedicating carrigaes to singles to encourage the city to be more social.
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SINGLETONS
Issue 7
WHAT THIS MEANS
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‘Single serve’ becomes more relevant.
Travel companies offering lone traveller packages or supermarkets expanding their single-serve offerings with smaller pack sizes are all reactions to ‘singles rising.’
Singletons will expect brands of all types to reflect their lifesytles and attitudes by offering greater flexibility and shaping themselves around the needs of these demanding consumers.
Furniture manufacturers, banks, hotels, and security providers can all benefit from the increase in this marketplace and those who react intelligently will see benefit.
SINGLE-SERVEPRODUCTSFood and beverage manufacturers have been increasing innovation in this market to capture those who live alone and are time short.
SMALLER URBAN DWELLINGSSingletons see time as a luxury and want to be close to things that matter in their life; work and socialising. This means small dwellings in vibrant urban cities.
MORE MOBILE AND ‘CHECK-IN’ CONTENTThis group is always on the move and need to access content and connect on the move. Check-in facilities or communication while they’re on the move is a necessity.
THANK YOU
Issue 7
SINGLETONS
TO FIND OUT MORE: Call +44 (0)20 3451 9700, or email Leah Williams [email protected]
