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The Singles Market - Market Assessment 2003
Key Note Publications Ltd, April 2003
TABLE OF CONTENTS:
Executive Summary 6
1. Introduction 9
REPORT FOCUS 9
DEFINITION 9
2. Strategic Overview 10
DEMOGRAPHIC BACKGROUND 10
Population by Age and Sex 10
Table 1: The UK Population by Age and Sex (% and million), 1961-2026 11
Population by Marital Status 11
Table 2: The British Population† by Marital Status and Sex (%), 1971, 1981, 1991 and 2000 12
Marriage Trends in the UK 12
Table 3: UK Marriage and Divorce Trends (000), 1950, 1972, 1999 and 2000 13
Family Formation 13
Table 4: Average Age of Mother at Childbirth (years), 1971, 1981, 1991 and 2000 14
Figure 1: Average Age of Mother at Childbirth (years), 1971, 1981, 1991 and 2000 14
Table 5: Non-Married People Cohabiting by Sex and Age (%), 2001 15
Figure 2: Non-Married People Cohabiting by Sex and Age (%), 2001 16
Single Person Households by Age 16
Table 6: British Population Living Alone by Age (%), 1991-2001 17
Figure 3: British Population Living Alone by Age (%), 1991-2001 17
Single Person Households by Age and Gender 18
Table 7: British Population Living Alone by Sex and Age (%), 2001 18
Figure 4: British Population Living Alone by Sex and Age (%), 2001 19
Household Tenure by Marital Status and Gender 19
Table 8: Household Tenure by Marital Status of British Males (%), 2001 20
Table 9: Household Tenure by Marital Status of British Females (%), 2001 21
Singles and the Housing Market 22
THE ECONOMY 23
EMPLOYMENT 24
Table 10: UK Economic Activity by Sex and Employment Status of Economically Active (million), 1987 and 2002 24
Table 11: EU Employment by Sex, Employment Status and Country (%), 2001 25
3. Shopping 26
EXPENDITURE OF ONE-PERSON HOUSEHOLDS 26
Table 12: UK Household Expenditure on Selected Items by Type of Family (£ per week), 2001/2002 26
SHOPPING 27
Shopping Alone (S1) 27
Shopping As a Social Activity (S2) 27
Table 13: Attitudes Towards Shopping (% of respondents), 2001 28
Shopping Outside Normal Hours (S3) 30
Table 14: Attitudes Towards Shopping Outside Normal Hours (% of respondents), 2002 31
4. Finance 33
ATTITUDES TOWARDS PERSONAL FINANCES 33
To Spend or to Save (S4) 33
Table 15: Attitudes Towards Personal Finances (% of respondents), 2002 34
ATTITUDES TOWARDS FINANCIAL PRODUCTS 36
Buying Financial Products (S5) 36
Table 16: Attitudes Towards Financial Products (% of respondents), 2002 37
Pension Cover (S6) 38
Table 17: Attitudes Towards Pension Cover (% of respondents), 2002 39
The Pensions Market 40
Single People and Independent Financial Advice (S7) 41
Table 18: Attitudes Towards Financial Advice (% of respondents), 2002 43
5. The Single Lifestyle 44
OVERVIEW 44
Being Single — an Advantage or Disadvantage? (S8) 44
Table 19: Attitudes Towards Being Single (% of respondents), 2002 45
To Be or Not To Be Single (S9) 47
Meeting One's Match (S10) 47
Table 20: Attitudes Towards Marital Status and Meeting a Partner (% of respondents), 2002 48
The Dating Agency 50
The Online Dating Agency 50
Using Dating Agencies and Internet Dating Services (S11) 51
Table 21: Attitudes Towards Dating Services (% of respondents), 2002 52
Meeting New Partners at Work (S12) 54
Table 22: Attitudes Towards Meeting a New Partner (% of respondents), 2002 55
Meeting People — Location, Location 56
High and Low Concentration of Singles by Location 57
`Where it's Hot' (according to www.house.co.uk): 57
`Where it's Not Hot' (according to www.house.co.uk): 57
Taking up Leisure Activities and Meeting People 58
Attitudes to Taking up New Leisure Activities (S13) 58
Table 23: Attitudes Towards Taking Up New Leisure Activities (% of respondents), 2002 59
Entertaining at Home (S14) 61
Going to Pubs and Clubs (S15) 61
Table 24: Attitudes Towards Socialising (% of respondents), 2002 62
6. The Holiday Market 64
OVERVIEW 64
Visits Abroad 65
Table 25: Visits Abroad by Region (000), 1989 and 1999-2001 65
Spending Abroad 66
Table 26: Spending Abroad by Region (£m and %), 1989 and 1999-2001 66
Visits Abroad and Spending by Age Group and Destination 66
Table 27: Visits and Spending Abroad by Age Group and Region (000 and £m), 2001 67
Table 28: Top Destinations for Visits and Spending by Adults Aged 18 to 24 Years Old (000 and £m), 2001 68
Table 29: Top Destinations for Visits and Spending by Adults Aged 25 to 34 Years Old (000 and £m), 2001 69
Table 30: Top Destinations for Visits and Spending by Adults Aged 35 to 44 Years Old (000 and £m), 2001 70
Popular Destinations — Trends in Popularity 71
Table 31: Destination `If Money Were No Object' (%), 2002 71
Singles and Activity Holidays (S16 and S17) 72
Table 32: Activity Holiday Taking Overall (% of respondents), 2000 73
The Singles Holiday 75
Attitudes to the Singles Holiday (S18) 76
Singles and Short-Break Holidays (S19) 76
Table 33: Attitudes Towards Singles and Short-Break Holidays (% of respondents), 2002 77
7. The Pink Pound 79
OVERVIEW 79
GAY DEMOGRAPHICS 79
Key Features of Gay Markets 80
The Pink Pound and Holidays 81
8. Advertising and Popular Culture 82
OVERVIEW 82
MEDIA IMAGES OF SINGLE STATUS 82
9. Consumer Dynamics 84
INTRODUCTION 84
SHOPPING 84
Shopping Alone (S1) 84
Shopping As a Social Activity (S2) 84
Table 34: Attitudes Towards Shopping (% of respondents), 2001 85
Shopping Outside Normal Hours (S3) 87
Table 35: Attitudes Towards Shopping Outside Normal Hours (% of respondents), 2002 88
FINANCE 90
To Spend or to Save (S4) 90
Table 36: Attitudes Towards Personal Finances (% of respondents), 2002 91
Buying Financial Products (S5) 93
Table 37: Attitudes Towards Financial Products (% of respondents), 2002 94
Pension Cover (S6) 95
Table 38: Attitudes Towards Pension Cover (% of respondents), 2002 96
Single People and Independent Financial Advice (S7) 97
Table 39: Attitudes Towards Financial Advice (% of respondents), 2002 99
LIFESTYLE 100
Being Single — Advantage or Disadvantage? (S8) 100
Table 40: Attitudes Towards Being Single (% of respondents), 2002 101
To Be or Not To Be Single (S9) 103
Meeting One's Match (S10) 103
Table 41: Attitudes Towards Marital Status and Meeting a Partner (% of respondents), 2002 104
Using Dating Agencies and Internet Dating Services (S11) 106
Meeting Partners at Work (S12) 106
Table 42: Attitudes Towards Dating Services, and Towards Meeting a New Partner at Work (% of respondents), 2002 107
Attitudes to Taking up New Leisure Activities (S13) 108
Table 43: Attitudes Towards Taking Up New Leisure Activities (% of respondents), 2002 109
Entertaining at Home (S14) 111
Going to Pubs and Clubs (S15) 111
Table 44: Attitudes Towards Socialising (% of respondents), 2002 112
HOLIDAYS 114
Singles and Activity Holidays (S16 and S17) 114
Table 45: Activity Holiday Taking Overall (% of respondents), 2000 115
Attitudes to the Singles Holiday (S18) 117
Singles and Short-Break Holidays (S19) 117
Table 46: Attitudes Towards Singles and Short-Break Holidays (% of respondents), 2002 118
10. The Future 120
GENERAL 120
DATING 120
HOLIDAYS 121
PENSIONS AND OTHER MARKETS 121
11. Further Sources 122
Associations 122
Publications 123
General Sources 123
Bonnier Information Sources 124
Government Publications 125
Other Sources 126
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