saarf ® lifestages - amps 2014ba (july 2013 – june 2014)
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SAARF® Lifestages - AMPS 2014BA(July 2013 – June 2014)
Lifestages
At Home Singles
Young Independent Singles
Mature Singles
Young Couples
Mature Couples
Young Families
Single Families
Mature Families
Analysis
All AMPS adults are placed into Lifestages based on:• Age• Living with parents• Married/living together with a significant other• Dependent children in the household (own or
other children responsible for)
Based on the individual’s current situation
Lifestages
At Home Singles Young Independent Singles Mature Singles Young Couples
Mature FamiliesYoung FamiliesSingle Families Mature Couples
Up to 34 years oldLive with parents
Not married or not living together No dependent children in the
household
Up to 34 years oldNot living with parents
Not married or not living together No dependent children in
household
Age 35 and aboveNot married or not living together
No dependent children in household
Age Up to 49Married or living together No dependent children in
household
Not married or not living together
Dependent child(ren) in the household
Married or living together At least 1 dependent child
under 13 years in household
Married or living together No dependent children under
13 years in householdAt least 1 dependent child over
13 in household
Age 50 and above Married or living together No dependent children in household
At-Home Singles (22.7%)
• Up to 34, mostly 15-24 (72.6%), 25-34 (27.4%)
• Live with parents• Not married or not living
together • No dependent children in
the household• More male (63%) than
female (37%)
Source: SAARF AMPS 2014 Main Branded BA (July 2013 – June 2014)
Young Independent Singles (10%)
• Up to 34, mostly 25-34 (56.3%), 15-24 (43.7%)
• Not living with parents• Not married or not living
together • No dependent children in
household• More male (70.7%) than
female (29.3%)
Source: SAARF AMPS 2014 Main Branded BA (July 2013 – June 2014)
Mature Singles (14.3%)
• 35+ • 35-49 (43.1%), 50+
(56.9%)• Not married or not living
together • No dependent children in
household• More female (52.9%) than
male (47.1%)
Source: SAARF AMPS 2014 Main Branded BA (July 2013 – June 2014)
Young Couples (5.9%)
• Up to 49, mainly 35-49 (59.3%), 25-34 (34.1%)
• Married or living together • No dependent children in
household
Source: SAARF AMPS 2014 Main Branded BA (July 2013 – June 2014)
Young Family (16%)
• Married or living together • 25-34 (29%) • 35-49 (51.5%)• At least 1 dependent child
under 13 years in household
Source: SAARF AMPS 2014 Main Branded BA (July 2013 – June 2014)
Single Parent Family (17.8%)
• Not married or not living together
• Dependent child(ren) in the household
• Predominantly female (89.6%), male(10.4%)
Source: SAARF AMPS 2014 Main Branded BA (July 2013 – June 2014)
Mature Family (4.4%)
• Married or living together • No dependent children
under 13 years in household
• At least 1 dependent child over 13 in household
Source: SAARF AMPS 2014 Main Branded BA (July 2013 – June 2014)
Mature Couples (8.9%)
• 50+• Married or living together • No dependent children in
household
Source: SAARF AMPS 2014 Main Branded BA (July 2013 – June 2014)