Advertisers should target adult singles

According to the 2006 census, there are more than 89 million singles acting as the heads of households for just over 50% of US families. These singles are social, love media and marketers should take note.

by Kristina Knight

Researchers at Packaged Facts found that singles are quite happy to be single. "People are single, because they increasingly choose to be. The days of the pathetic single sitting all alone at home moping over his or her lonely existence are over." said Tatjana Meerman, Managing Editor of Packaged Facts. "Secure in their independence, singles don’t want to be marketed to as seeking the old-fashioned ideal of the family."

57% of the "new" single are under the age of 45, a key demographic for marketers; while another 25% are from the boomer generation. These target markets are interested in shopping, socializing and being better informed - all areas that marketers can capitalize upon. And, while the younger generation of singles is more comfortable with technology, the older generation is increasingly coming on board.

With social networking sites geared specifically for boomers, this generation is becoming more comfortable in the virtual world.

Being single in America isn't a new trend; however marketers have missed the singles boat in many cases by not targeting ads correctly. Properly targeting ads to single moms and dads, adults who are "single and not looking" and even divorcees could greatly impact the ROI of online campaigns.