Marketing to women: One-third of all women are single “indies”
It’s a new day for women and there is even a new term for the group that are over 27, not married, not living with a partner, and without children. They are called the Indies. This group has been growing and currently include some 31 million women, about a third of all adult women. They now surpass the number of married moms! Time for marketers to make a mind shift! Some say this is the most neglected segment of the population.
What happened to the nuclear family? It has blown up! It represented 44% of homes in 1960 and is only 22% of homes today.
Some 96% of Millennials list “being independent as their single most important life goal” and only 50% said that getting married was a priority. They are well educated and successful. They are 57% of undergrads, 59% of masters degree holders, and 52% of managerial positions. And having a significant other does not define them – 77% of them are happy being single.
Adweek reported last year that young professionals “often find it’s easier to [build their networks and careers] if they don’t have obligations to others,” adds Eric Klinenberg, author and professor of sociology, public policy and media, culture and communications at New York University. Moreover, living alone, he says, gives them control: “They can work late or go out late, and they can bring home whoever they want.”
This group of “indies” should be important to marketers because they have more disposable income that other women. They spend about $1 trillion each year. They buy one-fifth of all homes. They spend on cars ($22 billion which is five times more than independent men), entertainment ($20 billion), and food ($50 billion).
Marketers may find them easier to target because they over-index for television by 12% and they are multi-screen users. They spend more time on social media and on their smartphones. They are online seeking information and acting as advocates. They are reading peer reviews and ratings, giving health and nutrition advice and are more likely to be the first to shop at a new store.