- In the U.S., 15% of U.S. adults live by themselves, up from 4% in 1950. Half of U.S. adults are unmarried, up from 22% in 1950.
- In 2020, almost half of Swedish households will be solos.
- In the United Arab Emirates, 60% of women over age 30 are unmarried, compared to 20% in 1995.
- Worldwide, the total number of solos will increase by 20% over the next eight years.
- Women are marrying later than in the past because they have more professional development opportunities. And with more single woman, there are more single men. These consumers will pay for convenience. In Brazil, whose current president is herself unmarried, sales of ready-made meals have more than doubled over the last five years.
- With improvements in health care, there are more aged widows and widowers. Important to these shoppers are aisles and websites which are easy to navigate plus signage and online text which omit small fonts and subtle color differences.
- Social attitudes have moved in the direction of friends with benefits, in which sexual relations don’t depend on enduring relationships. Products and services that claim to perpetuate, or least refresh, physical attractiveness are marketable when one is continuing to seek hookups.
That’s the report from researchers at University of Iowa, Stanford University, and University of British Columbia. Their research also provides guidance for selling to the lonely: These shoppers are drawn to products which, like the shopper, are yearning to belong. More specifically, consumers who are lonely are highly interested in products endorsed by a vocal minority of other consumers. At the start of the purchase process, they’ll want to look at the product choice praised by 20% of consumers before looking at the choice praised by 80% of consumers.
Click below for more:
Get Small with Big Convenience
Help Seniors to Shop Early
Peek Into Bathroom Rituals
Let Lonely Consumers Know They Belong