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When we look across the data ecosystem, one thing sticks out in life stage segments; it’s pretty hard to accurately find single people. The accuracy for married segments ranges from 0.77 to 0.95, with an average of 0.87, using our Truthscore ™ methodology. But for singles, it’s as low as 0.15 with an average of 0.25.
Single women are a particularly valuable demo audience
By 2030, 45% of working women aged 25 to 44 in the United States will be single. And working women contribute more than $7 trillion to America’s economy.
At the same time, more women are getting college degrees. In 2018, 35.3 percent of U.S. women had completed four or more years of college vs. 34.6 percent of men.*
Women who have never been married are the fastest-growing sector of the female population.
Single women outspend the average household (by share of income) in every category except men’s and children’s apparel**
What’s wrong with the data
Many data sets are built on public information such as marriage licenses, birth certificates, etc. actions that likely do not apply to single people by their definition, sometimes by definition! This makes it hard to declare someone confidently as single, other than in the negative, as being “not-married.” Also, being single is correlated to age. We know from previous blog posts that data accuracy increases with the age of the audience due to the accumulation of quality data sources.
What can you do to reach this lucrative segment?
Truth Set allows you to improve your data accuracy in several ways. The easiest is looking for “Truthset Scored” segments wherever you buy programmatic segments, like Liveramp’s Data Marketplace, The Trade Desk, or Oracle Data Cloud.
We can also help you analyze and improve segments from any data provider you work with, ensuring that only I.D.s above a defined accuracy threshold make it into your campaign. We can then measure campaigns after the fact to determine the success of your targeting and the O.T.P. (On Target Percentage). Contact us to learn more.
*according to data from sources including the National Center for Education Statistics and the U.S. Census Bureau.
** According to Morgan Stanley Data via CNN