Last month a report on the 2006 census revealed that there are now over 89 million singles in the U.S. that are in the role of heads of housholds. These singles love their media and are very social.
Contrary to the past, today's singles don't take their experience as negative, and are happy in their state. "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."
The largest group of singles in America are under the age of 45, while Baby Boomers account for about 25 percent of the demo.
Some of the differences between the younger and older single is younger singles are more comfortable with technology, while older singles think more about luxury.
While being single isn't anything new in America, online marketers do need to think in terms of the diversity of ways to reach out to singles in their various situations.
For example, we need to think of there being both single moms and dads, divorcees and those who are content to be single and aren't looking for anyone else.
Overall, most singles enjoy socializing, getting better information and shopping. Thinking of ways to offer these things in their specific circumstances is the key to getting better ROI when marketing to them.
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