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Data Show Young Adult Singles Are A Growing – And Wealthy – Market

October 11, 2010: 02:14 AM EST

More people aged 25 to 34 are single now than married – 46 percent to 45 percent respectively, according to an analysis of U.S. Census data by the Population Reference Bureau. While some marketers like Coldwell Banker, Norwegian Cruise Lines, and Match.com are already targeting young adult singles in their ads, most companies haven’t developed marketing strategies to attract the affluent demographic to their products. Young adult singles are known for relatively unrestrained spending – thanks to the lack of family financial responsibilities – that could benefit many industries. However, marketers need to be wary about the message they send. According to the author of a book on the adult singles lifestyle, marketers should stop assuming, for example, that all singles are on the prowl for a mate.

E.J. Schultz, "As Single Becomes New Norm, How to Market Without Stigma", Advertising Age, October 11, 2010, © Crain Communications
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