Live customer services in UK
Single-Person Households
 29.9 % of households were single-person by 2000. The main reason was the crumbling of the canonical family structure prevalent until then. The factors were numerous: New found individuality of young adults, children leaving to pursue higher education, breaking cohabiting couples and increasing divorce rates.
However, post-2000, an aberrant pattern was observed. There was a decline with the single-person house-holds, expected to be 23% by the year 2010.
The reasons for the shift were
- Increasing property value
- Increasing choice of Higher Education institutions nearby
- Maintaining individuality against marriage
- Incomes not sufficient to afford mortgages
- Family values revival
However of these single-person households, we had the following figures
With more than half of these house-holds pensioners, 3/4th of the pensioners were women, and of the other half, 1/3rd.
DINKS (Double Income No Kids)
 Then we have a solid 28.9 % population chunk of DINKS that is expected to become 37.0% by 2015.
Indirectly this reflects the increasing trend of delaying parenthood until establishing the career, particularly owing to the women, who are keen to pursue their careers before they start their families, and their trust on the advanced medicine ensuring a safe pregnancy in late age as well.
No dependents and a couple are interpreted as a significant opportunity for marketers.
- This group has a high disposable income
- They purchase expensive products like houses, cars, electrical equipments and home appliances
- They frequently travel
- They frequently eat out
They rely heavily on the internet, and are the most frequent online shoppers. Targeting this group can increase website sales. To increase sales, investing in flashy banners and billboards is not going to impress the DINKS. They want the hard core truth, the facts, answers and immediate attention. They are well aware of their value to the market and thus use that to “market” themselves. They know how to receive service par excellence and that is exactly what we promise you.
Families
The percentage of families has remained stable over time, with a roughly 27.8% accounting for the total population. This group is conventionally the most common marketing target for manufacturers.
Since this group includes a number of other groups too, a wide range of products is marketed. Their general consumption habit is to shop less frequently and buy in bulk. Tesco and Sainsbury’s mainly make business through them, and they tend to be the main purchasers of products such as frozen food, baby products and home entertainment. This group has a couple, with a 97% certainty of both of them working, a probability of a tweenagers pursuing education, a baby, a teenager, maybe a young adult and lesser chances of a pensioner or a baby boomer living too.
That means that the actual financers are: the parents. Now with a family lifestyle like this, they usually don’t have time for browsing at random and need results fast. We suggest our Live Greeters. Our trained Web Greeters are fully equipped to deal with your hassled customers, determined to create an experience for your consumer worth reliving again and again and again.
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