Magazine article ADWEEK

Singles vs. Marrieds

Magazine article ADWEEK

Singles vs. Marrieds

Article excerpt

[ILLUSTRATION OMITTED]

Though surveys often lump them together, single women and married women behave differently as consumers. A report released last month by SheSpeaks gives a useful glimpse at the disparities.

For one thing, married women pay more attention to advertising (bless their hearts!) than do single women. Polling among members of SheSpeaks' online community in March and April shows this tendency carrying across a range of media (see chart at right) when it comes to learning about new products, although friends and family are the foremost sources for singles and marrieds.

Elsewhere in the survey, married women were significantly more apt than their single counterparts to describe themselves as "thrifty" (73 percent vs. 58 percent) and correspondingly less likely to say they "love to spend" (27 percent vs. 42 percent). This predisposition is reflected in their expenditures for clothing: 43 percent of the singles, vs. 28 percent of the marrieds, reported spending more than $1,000 per year on clothes. Conversely, 40 percent of the marrieds, vs. 26 percent of the singles, said they spend less than $500 per year in that category.

Although singles and marrieds alike are economizing these days, the former have been more resistant to cutbacks. Lower proportions of singles than marrieds are spending less than a year ago in sectors ranging from travel (50 percent vs. 62 percent) to movies (52 percent vs. 57 percent) to makeup/beauty (37 percent vs. 41 percent). …

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