G: Young City Solos

Younger and middle-aged singles living active and energetic lifestyles in metropolitan areas

3.18% of households and 1.69% of population

Who We Are

  • Aged 25-30
  • Household income $75,000-$99,999
  • 1 person household
  • Renter
  • High level of technology adoption

Key Features

  • Singles
  • Downtown commuters
  • Apartment dwellers
  • Active lifestyles
  • Career-driven
  • Liberal

Types

Description

The two segments in Young City Solos contain younger and middle-aged singles living in city neighborhoods. More than 85 percent are unmarried. They are childless and living alone or cohabitating with a roommate or partner; many as first time home buyers. These young professionals report above- average incomes topping $50,000 a year, and they seem to be thoroughly enjoying their unattached status.

Young City Solos are concentrated in the nation’s largest cities, in housing that caters to the increasing proportion of one-person households of either homeowners or renters.

Many live in well-appointed condos or apartments built during the last century. The homes, whether Victorian or postmodern in style, fetch above-average prices thanks to their in-town locations.

Young City Solos boast above-average educations, with most having at least some college or a bachelor’s degree. They work at a mix of professional, sales and technical jobs, and nearly a quarter of them work in the “other” category; out getting advanced degrees.

Young City Solos lead fast-paced and active lifestyles. These unmarried folks devote a lot of their discretionary cash to nightlife activities, often going to bars, nightclubs, plays, dance performances, concerts and rock shows. They keep their healthy lifestyles by staying fit and joining a health club to make use of the cardio machines, weights and yoga classes. They also enjoy jogging, playing tennis, rock climbing and racquetball. They dine out often at restaurants, where they like to try different cuisines while also checking out the nutritional value.

Despite their typically small homes and even smaller closets, Young City Solos can be considered shopaholics. They are avid Amazon customers but also shop heavily at brick-and-mortar stores. Despite their youth, they’re financially experienced and have started building a retirement nest egg. With many commuting to work by public transport, they’re a relatively weak market for cars, especially large vehicles. However, these early adopters make up for it in their passion for new electronics: they own smartphones and smart devices to indulge in their passion for staying connected and of course, music. Not only is music an important part of their own millennial culture, it is also a talent of many. Young City Solos are much more likely to play a musical instrument compared to the average American.

Multitasking Young City Solos are a mobile generation, subscribing to online newspapers, and using their devices for research, social connecting, banking, and more. Being on their phones more often, they also prefer to learn about brands from mobile display ads, as well as addressable TV.

Of the fifty percent who vote, Young City Solos are likely to vote Democrat, and support environmental charities. They belong to arts groups that support dance, symphonic music and opera.