Report Buyer, the online destination for business intelligence for major industry sectors, has now added a new report on the exciting opportunities available to those marketing to the U.S. singles market. Singles in the U.S.: the New Nuclear Family concludes that marketers do not want to be marketed to as if they were seeking the old fashioned ideal of family.

Increasingly, people in the U.S. are single, because they choose to be. It’s 89.6 million singles head over half of America’s households. Several trends have converged to create this phenomenon and 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 marriage vows.

The days of the pathetic single sitting all alone at home moping over his or her lonely existence are over. Singles are more racially diverse and also younger, 57% are less than 45 years old. 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 and age amongst other things.

The most significant unmarried sub-group has children. Single parents enjoy shopping and sharing their children’s entertainment. Single mums, despite earning a massive 66% less than their male counterparts, concentrate more on providing for their kids materially and emotionally.

This report 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.

Report Buyer product ID: PKF00066