Category: A Single Insight

Alone Not at Home: What do Singles do Alone in Public?

By Peter McGraw Subscribe to A Single Insight: The Science of Solos How many people go out in public alone—to enjoy a cappuccino, go to the movies, or even attend a concert? To answer that question, I surveyed single and married Americans (N = 254), asking them about their lone participation in 25 public activities. […]

Singles are Fueling the World’s Biggest Day of eCommerce

Singles are Fueling the World’s Biggest Day of eCommerce By Peter McGraw Subscribe to A Single Insight What started as a small celebration of single living at a Chinese university has turned into a global demonstration of the buying power of singles. Partnered people have Valentine’s Day and New Year’s Eve, and families have pretty […]

Introducing A Single Insight: The Science of Solos

Subscribe to A Single Insight Organizations are fixated on families—targeting them with products and promotions. By doing so, however, these organizations end up fighting for the same customers. Yet, there is another market—one that is overlooked and undervalued. They are the one hundred and twenty-eight million adults in the United States who are unmarried—nearly 50% […]

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