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Singles Market - Market Assessment 2009
Key Note Publications Ltd, May 2009, Pages: 130
Single people in the UK (adults aged 16 and over who are not currently in a relationship) are an increasingly important socio-demographic group. Over the past 30 years, their presence in the UK has increased significantly. This is largely a result of demographic trends such as the growing number of people aged 75 and above, as well as social trends such as the delaying, and declining popularity, of marriage. In 2007, 29% of UK households were single-person households.
This Market Assessment takes an in-depth look at the lives of those who are single. In particular, it looks at their behaviour and attitudes towards being single; home ownership; their financial situations; and their leisure activities and holidays.
The exclusive consumer research carried out by NEMS Market Research, which is analysed throughout this Assessment, found that over 50% of single respondents had been single for 5 years or more. Attitudes towards being single also uncovered some interesting trends. When asked what the best and worst things about being single are, the most common answers were the freedom to do what you want with your time, and having no-one with whom to talk. Over half of the respondents would not like to find a partner, whereas over a quarter would like to find a partner but have not yet found the right person.
When it comes to home life, single people are less likely than those who are married to own their home outright or be in the process of buying their own home. They are less likely than those who are married, or living as married, to own a credit card or donate to charity, and when they take out a loan it tends to be to buy a motor vehicle.
When asked about leisure activities single people are the most likely of all groups to do keep fit activities outside the home, including: going to the cinema; taking part in organised sport; listening to the radio; listening to recorded music; and watching recorded movies or programmes at least once a week. Furthermore, single people are the most likely to eat out in a restaurant more than once a week.
When it comes to going on holiday, nearly 8 out of 10 respondents agreed that they tend to go on holiday with family or friends rather than on their own. Very few respondents had been on a specialist holiday for single people.
Over the next 20 years demographic trends are likely to increase the number of single people in the UK, as growth will happen at both the top and bottom end of the population, when people are most likely to be single.
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