Research Revelation…The Singles Seen

by Sharon K. Hatzel, Market Researcher, The Anderson Group

Did you know that households headed by a single person are now 40% of the US population? And, only 48% of households are now married? In comparison, in 1950, 78% of all households were married. While this shift has taken 60 years, many researchers and marketers have not considered modifying how they look at household data. Consider the possibility that there may be more relevant differences between single-headed households versus married households in how they make buying decisions, than there are between males and females, generational variations or even geographic variations. As marketers, it is important to understand how the household makeup in the US is changing, and it is even more important to modify how we see, analyze and define audiences.

How can you use this research revelation

to positively affect your business?