SPUDs Matter And They Are Growing

SINGLE and older people may well be the dominant consumer forces in travel over the next few decades, according to latest Mosaic survey of Australian society, which also introduces the concept of SPUDs and “freemales”. Among the findings:

  • Unmarried women (“freemales”) now outnumber married women for the first time since World War II – a phenomenon dubbed by researchers as “Bridget Jones meets Sex and the City” – while 25% of women will never have kids.
  • Single Person Urban Dwelling (SPUDs) comprise more than 25% of all Australian households, a proportion certain to increase.
  • The proportion of baby boomers aged 65+ is expected to double to 25 per cent of the total Australian population by 2038.

Mosaic 2008 was compiled from data in the last Australian census and other sources by Pacific Micromarketing. “Companies should be planning products and services that their customers will want over the next decade, not what they wanted five years ago," spokesman Graham Plant said.

Travel Trends: March 14, 2008

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