E-Concussion

A Market of One
The Emerging Demographic of Singles

The stigma of single people being a “threat to the public” is lifting. In fact, the population of singles has become a market force to be reckoned with.

According to statistics by the Taiwan Ministry of the Interior, the percentage of single women rose in the past decade from twenty-two percent to thirty-nine percent; their male counterparts went from thirty-six to fifty-two percent. There are nearly 7.5 million men and women in Taiwan of marriageable age who are not married, whether they have never been or are available again.

If these people spend an average of NT$10,000 a month, then they create hundreds of billions of dollars in business every year. Products aimed at these pocketbooks have sprouted in an attempt to cash in on the single crowd.

As the single population has expanded, studios and two-room condos that used to be a hard sell have become popular. These units have contributed nearly twenty percent of the total home sales in Taiwan in just the first half of this year. Financially independent singles who live alone see studios and small condos as ideal homes.

Travel packages are no longer designed only for “double occupancy”. The number of single travel packages featuring quality, in-depth travel has maintained a fifteen percent annual growth for the past three years. To cater to single men and women who prefer having fun on their own, a wide variety of options have emerged, covering every need imaginable.

The rise of single population as a strong market force has not only altered consumption patterns, but altered conventional marketing practices, too. In a time of economic downturn, it is important to modify marketing strategies. Strategies like free delivery for orders over a certain amount are no longer viable. At a time when a significant portion of the consuming public is single, businesses need to be aware of where the money lies, cater to this demographic and beat the ravages of an economic decline.

stigma 污名
force to be reckoned with 不容忽視
counterparts 對手
pocketbooks 財源
sprouted 萌芽
cash in on 從...獲得利益
in an attempt 嘗試
condos 小宅
occupancy 佔用
altered 改變
viable 可實行的
demographic 人口統計
ravages 災難
decline 衰退