Selling to, and Profiting from, Single Households - UK - March 2003

SUMMARY

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TABLE OF CONTENTS

Executive Summary

• Key points on one person households
• Factors contributing to the rise in OPHs
• One person households enjoy their freedom...
• ...but there are drawbacks
• Weekends can be tough
• Work can fill a gap
• Family and friends are important
• New relationships can be difficult
• Older men should take more care of their health
• Exercise important for women living alone
• Spending to indulge themselves
• A single woman's home is her sanctuary
• Pubs can be second homes for single men
• Art galleries can solve the 'weekend problem'
• Concerns about holidays
• Single future?
• Figure 1: Main differences between men and women who live on their own, 2002
• Abbreviations

Introduction

Statistical Background

• Figure 2: Households in the UK, by size, 1997-2007
• Figure 3: Households in the UK, percentage, by size, 1997-2007
• Figure 4: Contribution to the growth of the number of households, 1997-2007
• Contributory demographic factors
• Characteristics of one person households
• Figure 5: Percentage of adults aged over 15 who live alone, by gender and age group, 2002
• Figure 6: Percentage of men and women over 20 who live alone, by age group, 2002
• Figure 7: Demographic profiles of adults aged over 15 living in OPHs, and in households with 2+ people, 1996-2002
• Figure 8: Demographic profiles of men and women aged over 15 living in OPHs, 1996-2002
• The 20-54 age group living alone
• Figure 9: Percentage of adults aged 20-54 who live alone, by gender, socio-economic group, working and marital status, 2002
• Figure 10: Demographic profiles of adults aged 20-54 living in OPHs, and in households with 2+ people, 2002
• Figure 11: Demographic profiles of men and women aged 20-54 living in OPHs, 2002
• Figure 12: Changes in the proportion of ABC1s, by gender and age, 2002
• Figure 13: Targeting the OPHs, by residential area, 2002
• Figure 14: Targeting the OPHs, by media usage, 2002

Living Alone

• Best aspects of living alone
• Freedom from 'relationship hassles'
• 'Freedom to please myself'
• Negative aspects of living alone
• The emotional drawbacks of living alone
• The practical drawbacks of living alone
  • How do they spend their time?
    • Figure 15: Time spent on household chores on an average weekday - 20-54-year-olds, by living arrangements, 2002
    • Figure 16: Time spent on household chores - 20-54-year-olds, by living arrangements and gender, 2002
    • Figure 17: Differences in time spent on household chores, OPHs vs 2+ households, men and women aged 20-54, 2002
  • The importance of work
    • Figure 18: Attitudes to work - 20-54-year-olds who work full-time, by living arrangements and gender, 2002
    • Relationships: friends, family and others...
  • Family
  • Friends
    • Figure 19: 'I spend a lot of my spare time with friends every day' - 20-54-year-olds, by living arrangements, demographic group, gender, age and socio-economic group, 2002
    • Figure 20: 'I spend a lot of my spare time with friends every day' - 20-54-year-old OPHs, by gender and age group, 2002
    • Figure 21: 'I spend a lot of my spare time with friends every day' - 20-54-year-old OPHs, by gender, age and marital status, 2002
  • 'Significant others'...
    • Figure 22: 'It is important to be attractive to the opposite sex' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
    • Figure 23: 'It is important to be attractive to the opposite sex' - 20-54-year-old OPHs, by gender and age group, 2002
    • Figure 24: 'It is important to be attractive to the opposite sex' - 20-54-year-old OPHs, by gender, age and marital status, 2002
  • Pets
    • Figure 25: Those owning at least one cat/dog - 20-54-year-old OPHs, by gender and age group, 2002
    • Taking care of themselves: health and appearance
    • Figure 26: 'I really look after my health' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
    • Figure 27: 'I really look after my health' - 20-54-year-old OPHs, by gender and age group, 2002
    • Figure 28: 'I really look after my health' - 20-54-year-old OPHs, by gender, age and marital status, 2002
  • Healthy eating
    • Figure 29: 'I consider my diet to be very healthy' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
    • Figure 30: 'I consider my diet to be very healthy' - 20-54-year-old OPHs, by gender and age group, 2002
    • Figure 31: 'I consider my diet to be very healthy' - 20-54-year-old OPHs, by gender, age and marital status, 2002
  • Sport and exercise
    • Figure 32: 'I do some sport or exercise at least once a week' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
    • Figure 33: 'I do some sport or exercise at least once a week' - 20-54-year-old OPHs, by gender and age group, 2002
    • The marketing perspective

Single Spending

• Spending patterns
  • Figure 34: Expenditure by household composition, 2001-02
• Levels of satisfaction
  • Figure 35: 'I am perfectly happy with my standard of living' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 36: 'I am perfectly happy with my standard of living' - 20-54-year-old OPHs, by gender and age group, 2002
  • Figure 37: 'I am perfectly happy with my standard of living' - 20-54-year-old OPHs, by gender, age and marital status, 2002
  • Figure 38: Variations in satisfaction with standard of living, 20-54-year-old OPHs, by gender, 2002
  • Financial provision
  • Figure 39: Those with a private pension - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 40: Those with a private pension - 20-54-year-old OPHs, by gender and age group, 2002
  • Figure 41: Those with a private pension - 20-54-year-old OPHs, by gender, age and marital status, 2002
  • Figure 42: Those who have made a will - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Who do they spend their money on?
• Indulging themselves
  • Figure 43: 'I often buy useless things' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 44: 'I often buy useless things' - 20-54-year-old OPHs, by gender and age group, 2002
  • Figure 45: 'I often buy useless things' - 20-54-year-old OPHs, by gender, age and marital status, 2002
  • Figure 46: 'I spend a lot on clothes' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 47: 'I spend a lot on clothes' - 20-54-year-old OPHs, by gender and age group, 2002
  • Figure 48: 'I spend a lot on clothes' - 20-54-year-old OPHs, by gender, age and marital status, 2002
• Car ownership
  • Figure 49: Those owning at least one car - 20-54-year-old OPHs, by gender and age group, 2002
  • Figure 50: Those owning at least one car - 20-54-year-old OPHs, by gender, age and marital status, 2002
  • Figure 51: Those whose most recent car was bought new - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 52: Those whose most recent car was bought new - 20-54-year-old OPHs, by gender and age group, 2002
  • The marketing perspective

Home Alone

• Household tenure
  • Figure 53: Household tenure - 20-54-year-olds, by living arrangements and gender, 2002
  • Figure 54: Household tenure - 20-54-year-olds, by living arrangements and socio-economic group, 2002
  • Figure 55: Household tenure - 20-54-year-old OPHs, by age group and gender, 2002
  • Figure 56: Household tenure - 20-54-year-old OPHs, by age, marital status and gender, 2002
  • Figure 57: Homeowners, by age, marital status and gender, 2002
  • Figure 58: Number of rooms at home, by living arrangements, 2002
  • What do their homes mean to them?
• Spending money on their home
• Spending time at home
  • Figure 59: 'I prefer to spend a quiet evening at home rather than go out' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 60: 'I prefer to spend a quiet evening at home rather than go out' - 20-54-year-old OPHs, by gender and age group, 2002
  • Figure 61: 'I prefer to spend a quiet evening at home rather than go out' - 20-54-year-old OPHs, by gender, age and marital status, 2002
  • Figure 62: 'I prefer to spend a quiet evening at home rather than go out' - 20-54-year-old OPHs, by tenure, 2002
  • Friends to dinner
  • Figure 63: 'I often have friends and relatives round' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 64: 'I often have friends and relatives round'' - 20-54-year-old OPHs, by gender and age group, 2002
  • Figure 65: 'I often ask friends over to eat' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 66: 'I often ask friends over to eat' - 20-54-year-old OPHs, by gender and age group, 2002
• Audio visual
  • Figure 67: Ownership of selected audio visual items - 20-54-year-olds, by living arrangements, 2002
  • Figure 68: Ownership of selected audio visual items - male and female 20-54-year-olds, by living arrangements, 2002
  • Figure 69: Amount of time spent watching television on an average weekday - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 70: Daily viewing of terrestrial television channels and any Pay-TV, 20-54-year-olds, by living arrangements, April 2002
  • Figure 71: Daily viewing of terrestrial television channels and any Pay-TV, 20-54-year-olds OPHs, by gender, April 2002
  • Figure 72: Daily viewing of Pay-TV, men and women by living arrangements, April 2002
  • Figure 73: Any viewing of Pay-TV, 20-54-year-old OPHs, by gender, April 2002
  • Figure 74: Types of programmes watched daily, 20-54-year-olds OPHs, by gender, April 2002
  • Figure 75: Ownership of games machines, 20-54-year-olds, by living arrangements, June 2002
  • Figure 76: Frequency of playing computer and video games, 20-54-year-olds, by gender and living arrangements, June 2002
• House proud OPHs?
  • Figure 77: 'I can't bear untidiness' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 78: 'I can't bear untidiness' - 20-54-year-old OPHs, by gender and age group, 2002
  • Figure 79: 'I can't bear untidiness' - 20-54-year-old OPHs, by gender, age and marital status, 2002
  • Figure 80: 'I can't bear untidiness' - 20-54-year-old OPHs, by tenure, 2002
  • Figure 81: 'I'm quite fussy about house cleaning' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 82: 'I'm quite fussy about house cleaning' - 20-54-year-old OPHs, by gender and age group, 2002
  • Figure 83: 'I'm quite fussy about house cleaning' - 20-54-year-old OPHs, by gender, age and marital status, 2002
  • Figure 84: 'I'm quite fussy about house cleaning' - 20-54-year-old OPHs, by tenure, 2002
  • Figure 85: 'I loathe doing any form of housework' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 86: 'I loathe doing any form of housework' - 20-54-year-old OPHs, by gender and age group, 2002
  • Figure 87: 'I loathe doing any form of housework' - 20-54-year-old OPHs, by gender, age and marital status, 2002
  • Figure 88: 'I loathe doing any form of housework' - 20-54-year-old OPHs, by tenure, 2002
• Cooking and eating at home
  • Figure 89: 'I like to eat take-away meals' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 90: 'I like to eat take-away meals' - 20-54-year-old OPHs, by gender and age group, 2002
  • The marketing perspective

Away From Home

• Freedom to seize the moment
  • Figure 91: 'I often do things on the spur of the moment' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 92: 'I often do things on the spur of the moment' - 20-54-year-old OPHs, by gender and age group, 2002
  • Choosing to go out
• Pubs and clubs
  • Figure 93: 'In the evening I often go to a bar, cafe, pub or club' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 94: 'In the evening I often go to a bar, cafe, pub or club' - 20-54-year-old OPHs, by gender and age group, 2002
  • Figure 95: 'In the evening I often go to a bar, cafe, pub or club' - 20-54-year-old OPHs, by gender and tenure, 2002
  • Figure 96: Those eating out in the evening at least once a month - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 97: Those who often go to a bar, cafe, pub or club and those who eat out at least once a month in the evening - 20-54-year-olds, by living arrangements, and socio-economic group, 2002
  • Figure 98: Those eating out at least once a month - 20-54-year-old OPHs, by gender and age group, 2002
• Cultural outings
  • Figure 99: Participation in cultural activities - 20-54-year-olds, by living arrangements, and gender, 2002
  • Figure 100: Participation in cultural activities - 20-54-year-olds, by living arrangements and socio-economic group, 2002
  • Figure 101: Participation in cultural activities - 20-54-year-olds, by living arrangements and age group, 2002
  • Figure 102: Participation in cultural activities - 20-54-year-old OPHs, by age group, and gender 2002
• Charitable works
  • Figure 103: 'I would be willing to volunteer my time for a good cause' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 104: 'I would be willing to volunteer my time for a good cause' - 20-54-year-old OPHs, by gender and age group, 2002
  • Figure 105: 'I would be willing to volunteer my time for a good cause' - 20-54-year-old OPHs, by gender, age and marital status, 2002
• Hobbies
• Holidays for one
  • Figure 106: 'I enjoy planning holidays' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 107: 'I enjoy planning holidays' - 20-54-year-old OPHs, by gender and age group, 2002
  • Figure 108: Those having had any holiday in the last 12 months - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 109: Those having had any holiday in the last 12 months - 20-54-year-old OPHs, by gender and age group, 2002
  • Figure 110: Those having had two or more holidays in last 12 months - 20-54-year-olds by living arrangements, gender, age and socio-economic group, 2002
  • Figure 111: Those having had two or more holidays in last 12 months - 20-54-year-old OPHs, by gender and age group, 2002
  • Figure 112: Those having had two or more holidays in last 12 months - 40-54-year-old OPHs, by gender, age and marital status, 2002
  • Figure 113: 'I prefer holidays off the beaten track' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
  • Figure 114: 'I prefer holidays off the beaten track' - 20-54-year-old OPHs, by gender and age group, 2002
• Holidays with friends
• Holidays with relatives
• Holidays alone
  • The marketing perspective

Always Single?: What One Person Households Want For the Future

• Figure 115: Percentage of all households in England where heads of household were living alone*, by age and gender
• Figure 116: 'I am very happy with my life as it is' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
• Figure 117: 'I am very happy with my life as it is' - 20-54-year-old OPHs, by gender and age group, 2002
• Figure 118: 'I am very happy with my life as it is' - 20-54-year-old OPHs, by gender, age and marital status, 2002
• Figure 119: 'I like to enjoy life and don't worry about the future' - 20-54-year-olds, by living arrangements, gender, age and socio-economic group, 2002
• Figure 120: 'I like to enjoy life and don't worry about the future' - 20-54-year-old OPHs, by gender and age group, 2002
• Figure 121: 'I like to enjoy life and don't worry about the future' - 20-54-year-old OPHs, by gender, age and marital status, 2002
• Figure 122: Main differences between men and women, 2002

Appendix: Research methodology

Index of reports