Adult Singles: An Untapped Market

Abstract

While bank management has become aware of the need to identify and assess potential market segments carefully, single persons remain a segment overlooked. This study addresses the need to view singles as heterogeneous in composition and behaviour. Three categories of singles (divorced, widowed, never married) and a sample of married individuals were compared in respect to a number of bank‐related variables. The findings support the need to distinguish between the types of singleness. Theoretical and pragmatic implications are discussed.

Citation

Burnett, J.J. (1990), "Adult Singles: An Untapped Market", International Journal of Bank Marketing, Vol. 8 No. 4, pp. 10-16. https://doi.org/10.1108/02652329010136217