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Getting to know the singles market

business / BoardTalk
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Getting to know the singles market

/ 05:05 AM September 25, 2017

Going out for a walk, shopping, ordering takeout, hanging out in a coffee shop, and eating dinner at a restaurant.

These, apparently, are what people love to do on their own, says a report by online market research company YouGov titled “Tapping into the singles economy: What are the most popular activities consumers do alone?”

Based on results of its latest Omnibus survey, YouGov identified shopping (84 percent) and going out for a walk (83 percent) as the two most common activities which Asia Pacific residents do on their own.

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These are followed by ordering takeout (77 percent), going to a coffee shop (72 percent), and going to a restaurant for dinner (68 percent), with the majority of respondents saying they have done these by themselves at some point.

On the other hand, the least popular activity identified by respondents is going to a nightclub alone; only 29 percent said they have tried doing so, while 46 percent specifically stated that they would never try. The survey also found that when it comes to drinking-related activities, people prefer to have companions: 46 percent said they would not get drunk at home alone, while 40 percent said they wouldn’t get a drink at a bar by their lonesome.

The activities that most people have never done by themselves but would consider doing include going on holiday abroad (37 percent), taking a gym class (33 percent) and going to a music gig (31 percent).

Survey data was gathered online between Aug. 1 and 21 using YouGov’s panel of five million people worldwide. It was weighted to be representative of the online population (Asia Pacific sample size is at 9,241, with Australia at 921; China, 1,014; Hong Kong, 1,019; Indonesia, 1,072; Malaysia, 1,092; Philippines, 1,047; Singapore, 1,044; Thailand, 1,019; and Vietnam, 1,013).

The survey also looked at gender differences when it comes to doing things alone.

It found that half of the men have gone solo to sporting events, while only a third of women have done the same. Men are also more likely to go to a bar for a drink, visit a nightclub, and going swimming alone compared to women.

“Some of the differences are obvious—men are simply more likely to be sports fans than women—while others could indicate different motivations between men and women for taking part in certain activities,” the report reads. “For instance, in the case of going to a nightclub, it may well be that for women spending time with friends is the entire purpose of the venture, while for men it might be that going to a nightclub serves more as a means to an end.”

YouGov states that based on its survey’s results, one thing is certain: there is big business in the singles’ economy.

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“Not only are consumers already pursuing a number of activities on their own, but they are also open-minded about expanding the range of activities they do solo. The challenge for brands is now to give them the opportunities and confidence they need to take that next step—giving them the motivation to explore new experiences,” the report reads.

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