Posted in Marketing and Strategy Terms, Total Reads: 693

Definition: DINKs

DINKS full form is Dual Income No Kids. It is a form of household where both the partners are working but doesn’t have kids. Or we can say that either of the partners are working having twice the income but devoid of kids. It is the most sort out category for marketers for luxury items such as expensive cars and vacations. As the couples living in a DINK household don't have the added expenses that come with children, thus they have more disposable income thus they can afford a more expensive consumer lifestyle.

The category can be classified as follows:


Time spent

Spending on following items

Money spend

Not Married

3-4 times per week

Entertainment, eating out, vacations, fitness ,Branded clothing, jewellery

Rs 10000-15000

Double income with Kids

Once a week

Kids requirements, books, movies, vacations, entertainments, eating out

Rs 7000-10,000

Double income without  Kids

4-5 times per week

Costly Accessories, vacations, luxury cars, eating out, fitness care, grocery, clothing, footwear,

Rs 15000-20,000

For examples: Many marketers advertise hotels as: Best Hotels for Couples Vacations - No Kids Allowed

Other interesting facts about DINKs:

1. Travel and travel-related expenses every year costs more than half a lakh for 35 % couples living in metropolitan cities.

2. Short breaks (week-ends) every two months-60 percentage

3. Loan repayment like EMIs – 45 percentage

4. Rs 5,000-10,000 on non-essential items -45 percentage

5. 65 percent working couples with kids tend to spend their leisure time indoors with their child

6. Tend to go on holidays less, only during vacations.



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