2020
9
US Social Lives of Singles Market Report 2020
2021-01-06T03:03:57+00:00
OX987348
3695
129339
[{"name":"Consumer Lifestyles","url":"https:\/\/store.mintel.com\/industries\/consumers-trends\/consumer-lifestyles"}]
Report
en_GB
“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…

US Social Lives of Singles Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

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.

Quickly understand

  • The impact of COVID-19 on singles’ ability to meet and date.
  • Consumer perceptions of leading dating apps/websites.
  • Traits singles seek in potential partners.
  • Unmarried adults’ pandemic-era social activities.

Covered in this report

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.

Expert analysis from a specialist in the field

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

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: US context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Figure 1: Current relationship status, among total adults, October 2020
                • Impact of COVID-19 on singles and dating
                  • Figure 2: Short-, medium- and long-term impact of COVID-19 on digital dating, December 2020
                • Challenges and Opportunities
                  • Opportunity: understand the ends of the singles’ spectrum
                    • Figure 3: Marital status of adults aged 18 years old and over, by age, 2019
                    • Figure 4: Top activities done with others, among true singles, October 2020
                    • Figure 5: True singles, by age and gender, October 2020
                  • Challenge: reduce toxicity of dating apps for women
                    • Challenge: make ‘em laugh
                      • Figure 6: Traits adults look for in a partner, October 2020
                    • Opportunity: celebrate singlehood
                      • Figure 7: Current relationship status, among true singles, October 2020
                  • Understanding Unmarried Americans – Key Takeaways

                    • Single adults tend to fall into one of two groups
                      • Only three in 10 unmarried adults live alone
                        • Marriage means money
                          • COVID-19 gave dating apps a boost
                            • Pandemic trends can lead to opportunity and innovation
                            • Unmarried Americans by the Numbers

                              • About half of all adults are unmarried
                                • Figure 8: Marital status of adults aged 18 years old and over, 2019
                                • Figure 9: Percentage of unmarried men and women aged 15 years old and over, 2019
                              • Americans are waiting longer to get married
                                • Figure 10: Estimated median age at first marriage, 1950-2019
                              • Most singles fall on either end of the age spectrum
                                • Figure 11: Marital status of adults aged 18 years old and over, by age, 2019
                              • Unmarried women outnumber unmarried men
                                • Figure 12: Unmarried population aged 18 years old and over, in millions, 2019
                              • Majority of Black men and women are unmarried
                                • Figure 13: Percentage of men and women who are unmarried, by race and Hispanic origin, 2019
                              • Unmarried parents are more likely to be women
                                • Figure 14: Parents with co-resident children under 18, by living arrangement, 2019
                            • Living Arrangements

                              • Majority of single adults do not live alone
                                • Figure 15: Living arrangements of unmarried adults aged 18 and over, 2019
                              • Half of Gen Z adults live with their parents
                                • Figure 16: Living arrangements of adults aged 18-34, 2019
                              • Most singles living solo are seniors
                                • Figure 17: Living arrangements of unmarried adults aged 18 and over, 2019
                            • Financial Factors

                              • Never-marrieds earn the least
                                • Figure 18: Median income of adults aged 18+ who worked full-time, year-round, 2019
                              • Marriage and cohabitation offer the benefit of dual incomes
                                • Figure 19: Median income of adults aged 18+ who worked full-time, year-round, 2019
                              • Marriage must be earned
                              • Impact of COVID on Singles and Dating

                                  • Figure 20: Short-, medium- and long-term impact of COVID-19 on digital dating, December 2020
                                • Lockdown: March-June 2020
                                    • Figure 21: Dating While Distancing :30s – Anita and Matthew, June 2020
                                  • Re-emergence: July 2020-December 2021
                                    • Figure 22: Match Made In Hell, December 2020
                                  • Recovery: 2022-2025
                                    • Learnings from the last recession
                                      • Figure 23: US marriage rates, 1900–2018
                                  • Market Opportunities

                                    • Humor-typing could be the new swiping
                                      • Fix the broken parts of online dating
                                        • Battle the bots
                                          • Make apps anti-racist
                                            • Make dating more appealing for women
                                              • Empower single people to feel good about being single
                                                • Figure 24: Image from Ikea’s product support webpage, December 2020
                                            • Companies and Brands – Key Takeaways

                                              • Match Group brands dominate dating app market
                                                • Original content can help define a brand’s personality
                                                  • Extending into new categories can give dating apps more earning options
                                                    • Bumble generates buzz
                                                    • Competitive Strategies

                                                      • Dating apps strive to differentiate themselves
                                                        • Extending brands into new spaces
                                                          • Creating entertainment content
                                                            • Brands encourage honesty and authenticity
                                                              • Leaning into politics
                                                                • Figure 25: OKCupid Instagram post, January 2020
                                                              • Encouraging users to be themselves
                                                                • Figure 26: Megan Thee Stallion | #PYOTChallenge | Tinder, December 2020
                                                              • Bumble reorganizes and rebrands
                                                                • Female first
                                                                  • Values-driven
                                                                    • More than just dating
                                                                      • Strategic partnerships
                                                                      • The Consumer – Key Takeaways

                                                                        • Single, not sorry
                                                                          • Looks may fade, but funny is forever
                                                                            • Match Group brands dominate app landscape
                                                                              • Social distancing keeps some singles cut off
                                                                              • Defining Singles

                                                                                • Not all singles are truly single
                                                                                  • Cohabitation creates class of pseudo-singles
                                                                                    • Three in 10 American adults are not in a serious relationship
                                                                                      • Figure 27: Current relationship status, among total adults, October 2020
                                                                                    • COVID-19 has not dramatically impacted singles’ romantic goals
                                                                                      • Figure 28: Relationship status for most of 2019 vs current status, among true singles, October 2020
                                                                                    • Most singles seem content to be uncoupled
                                                                                      • Senior singles
                                                                                        • Figure 29: Current relationship status, among true singles, October 2020
                                                                                        • Figure 30: True singles’ current relationship status, by gender, October 2020
                                                                                      • Gen Z singles offer most potential for dating apps
                                                                                        • Most Black singles are content to go solo
                                                                                          • Figure 31: True singles, by key demographics, October 2020
                                                                                      • Desirable Traits for a Partner

                                                                                        • Sense of humor can make or break a relationship
                                                                                          • The progression of a relationship reveals what’s important
                                                                                            • Figure 32: Traits adults look for in a partner, October 2020
                                                                                          • Women place greater importance on age than men
                                                                                            • Professional achievement is more important to women
                                                                                              • Figure 33: Traits Americans look for in a partner, October 2020
                                                                                          • Meeting Potential Partners

                                                                                            • Two thirds of singles say they typically meet people the old-fashioned way
                                                                                              • One in 10 singles are open to finding love in the video game community
                                                                                                • Figure 34: Ways singles meet people to date, October 2020
                                                                                              • Men take a more direct approach to meeting potential mates
                                                                                                • Figure 35: Ways singles meet people to date, by gender, October 2020
                                                                                              • Meetings made in public places may not blossom into a relationship
                                                                                                • Figure 36: Ways couples met their current partners, October 2020
                                                                                              • LGBTQ+ couples more likely to meet online
                                                                                                • Figure 37: Ways couples met their current partners, straight vs LGBTQ+, October 2020
                                                                                            • Dating App Perceptions

                                                                                              • Three brands boast greater consumer awareness than other dating apps
                                                                                                  • Figure 38: Awareness of dating app brands, October 2020
                                                                                                • Use of dating apps is not widespread among true singles
                                                                                                  • Eharmony is well-known but not among the most-used brands
                                                                                                    • Figure 39: Use of dating app brands, among singles, October 2020
                                                                                                  • Tinder carries a reputation for casual hookups
                                                                                                    • Bumble and Hinge share positive perceptions
                                                                                                      • Figure 40: Correspondence Analysis – Symmetrical map – App brand personalities, October 2020
                                                                                                  • Pandemic-era Socializing

                                                                                                    • Few singles feel comfortable in away-from-home settings
                                                                                                      • Figure 41: Comfort with previously mundane daily activities, November 2020
                                                                                                    • Most singles have lived quiet lives during the pandemic
                                                                                                      • Figure 42: Top activities done alone, among true singles, October 2020
                                                                                                    • Relationships with friends are central to lives of most singles
                                                                                                      • In their words: Singles miss their friends
                                                                                                        • Seeing friends in person
                                                                                                          • Restaurants remain a place for singles to socialize
                                                                                                            • Figure 43: Top activities done with others, among true singles, October 2020
                                                                                                          • COVID-19 can’t stop the search for love
                                                                                                            • Figure 44: Activities done on a date, among true singles, October 2020
                                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                                          • Data sources
                                                                                                            • Consumer survey data
                                                                                                              • Consumer qualitative research
                                                                                                                • Abbreviations and terms
                                                                                                                  • Abbreviations
                                                                                                                    • Terms
                                                                                                                      • Generations
                                                                                                                      • Appendix – The Market

                                                                                                                          • Figure 45: Occupation of employed Black or African Americans, by gender, 2019
                                                                                                                      • Appendix – The Consumer

                                                                                                                          • Figure 46: Relationship status for most of 2019, among true singles, October 2020
                                                                                                                          • Figure 47: Awareness and use of dating app brands, based to total respondents, October 2020
                                                                                                                          • Figure 48: Activities done with friends, among true singles, October 2020
                                                                                                                          • Figure 49: Activities done alone, among true singles, October 2020
                                                                                                                          • Figure 50: Top activities done alone, among true singles, October 2020
                                                                                                                          • Figure 51: Top activities done alone, among true singles, February 2020
                                                                                                                        • Correspondence Analysis
                                                                                                                          • Methodology
                                                                                                                              • Figure 52: App brand personalities, October 2020

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