Singapore is not spared from a common phenomenon amongst developed nations - more singles. With less social time and increased expectations, the number of swinging singles between the age of 25-39 saw the highest increase since year 2000.
For Young Singles in this age group, being single is less of a social taboo now than the past. Western values have had a greater influence on them. Career, leisure activities and other pursuits become other means of self-actualisation.
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Having less demand on their time and income, the young singles lean towards being highly mobile and pamper themselves with short overseas holidays and willing to splurge on luxurious goods. They keep themselves updated with the latest fashion and beauty trends and are adventurous to new brands.
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The Young Singles, being highly mobile & trendy are also a tech saavy bunch. Rather than depending on friends alone, websites being easily accessible and unobtrusive has become one of the key sources of information for love and marriage for the Young Singles. Many dating agencies have set up online portals to tap on the young singles using the internet to seek romance. Some of these websites include: lunchactually.com.sg, itsjustlunchsingapore.com, wow-her.com.sg and lovebyte.org.sg (former SDU) .
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In view of the vibrant private dating scene, MCD (Ministry of Community Development) recently privatised their dating unit. A S$600K fund has been set up to help emerging businesses tap into this growing market. With the Young Singles highly mobile lifestyle and keen sense of adventure, such businesses would have to be creative to attract Young Singles to their dating services. They can appeal to them by targeting their area of interests and organising activities around them. Advertisers can ride on these activities to engage the young singles who are a viable target audience with their high dispensable income.
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