Single households

The percentage of single flats is still growing. Singles are an important target group, because they generally earn more money and therefore have more buying power. Singles like to spend money on decorating and designing of their own living space.

The majority of singles centre their lives on their occupation; they don't have a fixed behavioural pattern, are extremely flexible and housework plays a minor role in their lives.

For singles socialising and maintaining their social contacts is paramount. They like to use services such as: laundry-service, mail order, online shopping and take away delivery services.

Singles prefer practical furnishings which are suitable for their single living demands and do not need a lot of upkeep.

They like to invite friends and for this purpose the furnishings should be adaptable for social events. For example a writing desk which can be changed into a large dining table; stackable chairs which can be stowed away, not using up too much space.

Technical household goods such as: washing machine combined with a dryer, dishwasher, flat screen TV, sound systems, etc. play an important role for singles. In the kitchen it is vital, that meals can be prepared in a short time with the use of microwaves, fan-assisted ovens and so on.

Singles are influenced by the following trends: individuality, time management, more comfort and convenience.

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