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However, if your digital marketing strategy only targets couples, you could be missing a large and growing percentage of the market. As the of singles continues to grow, marketers should rethink and adjust their marketing strategies. For the first time, the majority of the US adult population is single. This includes those who have never been married or are divorced, separated, or widowed. The average age at which both men and women first marry has increased to 27 and 29 for women and men respectively. This is a time when people focus on their careers and their own personal fulfillment.
Modern technology makes it easier than ever to meet people, yet more people are single. Why is that? This trend can be attributed to many different things. More people are happy and more fulfilled being on their own than with a partner. Those who have been happily single for a long time are reluctant to give up their personal freedom. Young, educated singles are focusing on their careers. They are not looking to settle down any time soon. Older singles who have gotten divorced or who have been widowed, choose to cohabitate with someone new, live apart as a couple, or just quit dating altogether in favor of other interests.
They typically are more brand-conscious, more impulsive in their buying tendencies, and are less price-conscious. Singles make a great target market for luxury products and brands because they have more money to spend and are more willing to indulge on non-necessities. They may purchase goods and services as substitutes for a relationship. Singles primarily look for convenience and engage in online shopping and home delivery services. They also tend to seek an active lifestyle and are the perfect target market for products and services that support that lifestyle.
For Marketers, singles are a large and valuable market. Here are some tips for marketing to this growing demographic:. Do you need help segmenting your customer data and implementing targeted campaigns? Contact ListEngage for a free consultation. ListEngage employs the best technical and creative minds and is exclusively focused on the Salesforce cloud computing offerings which helps clients maximize their investment in Salesforce. ListEngage's twelve plus years of special relationship with Salesforce facilitates creative solutions so clients receive the benefits from the best of both worlds — the combination of an awesome platform and great services to help execute their digital vision.
Single and Proud Modern technology makes it easier than ever to meet people, yet more people are single. Marketing to Singles For Marketers, singles are a large and valuable market. Here are some tips for marketing to this growing demographic: Adjust your services or products to meet the needs of singles. Many food companies have done this by adjusting their product sizes and providing single sized portions of popular foods.
Norwegian Cruise Line offers single travelers single-occupancy rooms so that they no longer have to pay for double occupancy. Feature more singles in your . Segment singles by those who are single by choice and those who are single by circumstance, as they display different behaviors. People who are single by circumstance are likely to demonstrate compensatory behaviors. Use an emotional appeal rather than an informational appeal in your marketing message. Singles that are single by circumstance are more receptive to emotional advertising than information campaigns.
Connect singles with what they love. Make being single a positive. Avoid patronizing or stigmatizing those who are single. Recognize that singles are a very diverse group. Demographics and life stage are important. Make your products look fun and something that they can share with friends. Emphasize how your product or service can help them. Back to Blog. ListEngage Engager ListEngage employs the best technical and creative minds and is exclusively focused on the Salesforce cloud computing offerings which helps clients maximize their investment in Salesforce.
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Valentine’s Day Isn’t Just for Couples