89.6 Million U.S. Singles Define New Nuclear Family

New York, May 18, 2007 — “Father Knows Best” make way for the rest: America’s 89.6 million singles head over half of America’s households — 50.3%, according to the 2006 U.S. Census. Young in age and outlook, singles share a love of media and socializing that can reward marketers who realistically depict the unmarried lifestyle. Activities from shopping to blogging are influenced by singles’ parental status, age, and other factors, according to Singles in the U.S.: the New Nuclear Family, the most recent report from market research publisher Packaged Facts.

Several trends converge to make singles the majority group. Adults are marrying later (or not at all), divorce rates remain high, and increasing numbers of adults live together without exchanging “I dos.” More racially diverse than the overall population, singles are also younger: 57% are less than 45 years old, whereas nearly a quarter are Baby Boomers.

Unmarried adults share generational similarities. For example, younger singles are comfortable with technology, while older singles focus on luxury. However, the most significant unmarried sub-group has kids. Single parents enjoy shopping and sharing their children’s entertainment. Single moms, despite earning a whopping 66% less than their male counterparts, concentrate more on providing for their kids materially and emotionally.

“People are single, because they increasingly choose to be. The days of the pathetic single sitting all alone at home moping over his or her lonely existence are over.” said Tatjana Meerman, Managing Editor of Packaged Facts. “Secure in their independence, singles don’t want to be marketed to as seeking the old-fashioned ideal of the family.”

Singles in the U.S.: the New Nuclear Family profiles unmarried adults using demographics such as gender, race, age and geographic distribution, which open a window into singles’ behavior and opinions, including home-buying tendencies, financial attitudes, income levels, and preferences in shopping, technology, and entertainment. It also includes insights from an exclusive study on how singles are portrayed in advertising. This report is available directly from Packaged Facts at: http://www.packagedfacts.com/Singles-Nuclear-Family-1272001. It can also be purchased at MarketResearch.com.

About Packaged Facts
Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer industries, including consumer goods and retailing, food and beverage, and demographics. For more information visit www.PackagedFacts.com, or contact Tom Ehart at 240-747-3014, or tehart@marketresearch.com.