Younger and middle-aged singles living active and energetic lifestyles in metropolitan areas
The two segments in Young City Solos contain younger and middle-aged singles living in city neighborhoods. More than 90 percent are unmarried. Most are in their 30s and 40s, white and childless, part of a demographic trend of delaying marriage while living alone or cohabitating with a partner. While economic insecurity is one reason some singles avoid marriage and having children, these young professionals report above-average incomes topping $75,000 a year, and they seem to be thoroughly enjoying their unattached status.
Young City Solos are concentrated in the nation’s largest cities, in housing that caters to the increasing proportion of one-person households of homeowners or renters. Many live in well- appointed condos or apartments built during the last century. The homes, whether Victorian or postmodern in style, fetch above-average prices thanks to their in-town locations.
Young City Solos boast above-average educations, with most having at least some college or a bachelor’s degree. They work at a mix of professional, technical, sales and service-sector jobs, typically working for the government, a university, hospital or a large company. In these progressive segments, there’s equality between the sexes at home and on the job. Even among cohabitating couples, their dual incomes support upper middle-class lifestyles.
Young City Solos lead fast-paced and active lifestyles. These unmarried folks devote a lot of their discretionary cash to nightlife activities, often going to bars, nightclubs, plays, dance performances, concerts and rock shows. They keep their healthy lifestyles by staying fit and joining a health club to make use of the cardio machines, weights and yoga classes. They like to jog, play tennis, bike, hike and swim. They dine out often at white-tablecloth restaurants, where they like gourmet food and dishes presented like art. Although they travel as much as the average, many have gone abroad in the last three years to visit Europe, Asia and the Caribbean. They like visiting places that allow them to meet new people and experience different cultures.
As a result of their typically small homes and even smaller closets, Young City Solos would hardly qualify as shopaholics. They’re infrequent consumers who prefer local boutiques to national chains, though they will go to discount retailers. Despite their youth, they’re financially experienced and have started building a retirement nest egg filled with a variety of stocks, preferred stocks and mutual funds. With many commuting to work by public transit, they’re a relatively weak market for cars, especially large American vehicles. However, these early adopters make up for it in their passion for new electronics: they own smartphones and MP3 players, the better to indulge their passion for music. Many like listening to jazz, pop, reggae, hard rock and traditional soul.
Multitasking Young City Solos don’t have much time for traditional media. They rarely subscribe to newspapers. They’re often too busy to sit down to watch TV. They don’t often listen to the radio, though they do like tuning in to stations that offer news, talk, hot adult contemporary music, classic hits and contemporary hits. Though they’re not big on print media, the will subscribe to magazines such as Fortune, Food & Wine, The New Yorker, Marie Claire and Men’s Health. They prefer the Internet for entertainment and they note that they’re spending less time with other media because of it.
Young City Solos are staunch liberals who volunteer for social causes, vote Democratic and march in protests to protect the environment. They belong to arts groups that support dance, symphonic music and opera. Globally-minded, they’re interested in other cultures and champion human rights abroad. While they want to succeed economically, they don’t want to work for organizations with weak ethical reputations.
The most web-savvy of the groups, Young City Solos are nearly twice as likely as average Americans to use the Internet. They go online for business and pleasure: to look for jobs and homes, get the news and weather, and bank and make travel arrangements. They also regard the Internet as their main source of entertainment; they play games, listen to Internet radio and check out potential matches - popular Websites include eharmony.com and linkedin.com. They’ve made the Web part of their daily life, and they’re comfortable going online at home, work, the library or a hotel. These mobile Americans are no longer tied to desktop machines; they access the Internet on their Wi-Fi-enabled laptops and mobile phones. They’re always on the lookout for new and unusual Websites.