In September 2017, the 9Honey women’s network commissioned a landmark study to gain insight into the lives of single women; what their interests and passions are, and how their aspirations are shaping their future.

The study highlighted the need for brands to reconsider how they are representing single women within their marketing strategy, with the survey panel scoring brands just 5.82 out of 10 when it came to visual representation within marketing content, 5.84 out of 10 for brands’ understanding their needs, and consideration by the government a low 4.79 out of 10.

KEY FINDINGS INCLUDE:

• Single women are mindful with their discretionary funds and would rather save than spend or repay debt, with 42% in this segment being active savers versus women who are married or in a relationship at 35.4%.
• 74% of single women feel in control of their finances and 86% feel self-sufficient in this area.
• 79% agree that being single doesn’t define them, and enjoy the freedom of being single. Putting mental wellbeing, financial wellbeing, time with family, health and diet, professional satisfaction, travel, fitness, being connected to the world, career achievement, further education and looking your best are all more important to them than finding a partner.
• Single women do not consider dating the gateway to finding love but consider it a chore (60%), with only 28% believing dating services are safe and only 23% believing them beneficial to raising their self-esteem.
• 72% of respondents said that online dating services were an accepted form of dating; only 19% said they were currently using online dating services, with 45% saying they had never used one at all.
• Travel was rated the number one item single women are spending their disposable income on, with single women more likely to travel overseas in the next 12 months than their married counterparts.
• 58% of solo travellers today are women and one in five females has travelled solo in the past year.

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