Released on = April 16, 2007, 8:53 pm

Press Release Author = Bharat Book Bureau

Industry = Marketing

Press Release Summary = Executive Summary

DINKYs - an acronym for `double income, no kids yet\' - are married or cohabiting
couples who have not yet had children (or who do not intend to do so).

Press Release Body = The DINKY Market - Market Assessment

Executive Summary

DINKYs - an acronym for `double income, no kids yet\' - are married or cohabiting
couples who have not yet had children (or who do not intend to do so). Although the
term DINKY is perhaps less in fashion than when Key Note last reviewed the sector in
1999, research for this report indicates that to neglect this sector is to ignore a
major consumer group. The affluence of the past few years has benefited DINKY
households to a greater extent than single-person or family households. Moreover,
increasing personal wealth is bringing about major shifts in DINKY lifestyles and
spending patterns that are of great significance in the key markets examined in this
report: holidays, eating out, finance and the home.

Age is a significant factor in DINKY status. Younger couples in the 16 to 45 age
group are far more likely to earn less as they establish careers and they are
therefore more likely to rent rather than buy and to spend less on leisure products.
As couples earn more in their late 20s, their prosperity increases and, if they
decide not to have children, they have the added advantage of more personal
disposable income.

Single-family households occupied by two adults under retirement age and no children
now nearly outnumber all households occupied by couples with children. The
continuing rise in the number of DINKY households is caused primarily by the key
lifestage decisions to delay both marriage and childbirth. As more women enter the
workforce, childbirth is delayed or, in many cases, deferred altogether - the UK has
one of the highest percentages of childless couples, with over one woman in five now
in her 40s without children. Increased freedom and opportunity for women have
brought widening choice.

The consumer research conducted for this report indicates that affluent DINKYs are
higher spenders than other AB adults in many key leisure markets, including Internet
shopping and home improvements. They also eat out on a more regular basis and are
far more confident that they will have as much to spend in the future as they do at
present. DINKYs\' biggest item of leisure spending is the foreign holiday. The
short-break sector, especially short breaks abroad, has been a particular
beneficiary of DINKY spending.

However, the widest emerging variables between DINKYs and the adult population as a
whole are in the financial sector. Affluence has reshaped DINKY thinking about
saving and retirement. DINKYs are emerging as a key client group for financial
services.

It believes that today\'s DINKYs in the 35 to 44 age group are enjoying a peak of
prosperity and are translating their good financial fortune into planning for the
future and early retirement. The rising cost of housing is set to alter younger
DINKY spending plans. Economic forecasts are good and no significant downturn is
anticipated in the key markets surveyed. However, as housing costs increase, younger
DINKYs will have to invest more of their disposable income in housing. As a result,
spending on `big-ticket\' items, in particular, will come under threat.

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