US Social Lives of Singles Market Report 2020
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Providing the most comprehensive and up-to-date information and analysis of the US Social Lives of Singles market, including the behaviours, preferences and habits of the consumer.
Because of the heavy restrictions on social interaction throughout 2020, online dating app engagement boomed throughout the year as many turned to online platforms to connect. However, while 30% of US adults are unmarried and not in a serious relationship, less than half are actively looking for a partner.
The amount of unmarried adults in the US is expected to increase in the coming years as many postpone marriage until they are in a place of financial stability. This means that the target audience of dating apps is going to increase, indicating that companies will have to improve on their brand identities to attract new consumers and untapped markets.
While online dating is likely to become the primary way for singles to meet, increasing as more members of Generation Z reach adulthood, dating app related purchases are expected to decrease as social life returns to normal in 2021. Innovations need to be made to help retain users, such as reducing toxicity for women, being more flexible and nuanced to accommodate LGBTQA+ identities, and more representative to other minority groups.
Read on to discover more details or take a look at all of our US Lifestyles market research.
Definitions:
Singles: All unmarried adults, including those currently living with a partner and those in a serious relationship with one person, but not living together.
True Singles: Internet users aged 18+ who are not currently in a serious relationship.
Single, interested: Net of “Single and interested in meeting new people, but not dating” and “Casually dating (ie going on dates, but not exclusive to one person)”
Single, not looking: Not in a relationship and not currently looking to date anyone
Brands: Bumble, OKCupid, Hinge, Tinder, Grindr, Plenty of Fish, Coffee Meets Bagel, Match.com, Eharmony.
Written by Kristen Boesel, a leading analyst in the Lifestyles and Leisure sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The COVID-19 pandemic has limited singles’ ability to meet potential partners in person, and lasting cultural shifts toward more time spent working, shopping and exercising at home will continue to prevent unmarried adults from making romantic connections in the future. Dating apps have quickly evolved to incorporate video dating and users may continue to start relationships virtually even after the coronavirus is no longer a threat.
Kristen Boesel
Senior Lifestyles and Leisure Analyst
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