The Single Consumer
Naveen DonthuGeorgia State UniversityandDavid I. GillilandColorado State University
There are currently over 82 million unmarried adults living in the Unites States, which represents more single adults as a percentage of the population than at any time in history. Since 1970 the number of singles has increased a total of 85 percent, compared to an increase of only 8 percent of married couples. Not only are there a great number of singles, but they also tend to often possess monetary wealth. In fact, single adults represent...