Assessing the Homogeneity of Single Females in Respect to Advertising, Media, and Technology

Abstract This study investigates one of the fastest growing, yet relatively unknown market segments—singles. The purpose of the study is to access the homogeneity of single females in respect to a variety of advertising-related variables. Never-marrieds, divorced and widowed females were assessed. The results confirm the heterogeneity of the single female market with respect to a variety of advertising and media-related variables.