VH1 Reports: The State of the [Romantic] Union

Today's post comes straight from VH1's research desk. Rachel Cooper, Senior Manager of Digital Consumer Insights for VH1 & CMT Networks breaks down what it's really like in the dating landscape today. Is "courting" really a thing of the past or is it just masked under a different set of norms? Does more information about someone actually help or deter from an intimate connection? And given all the dating platforms and more time to find the right one, are too many options leaving people thinking that the grass is greener? Discussing the confusion of gender expectations, living single and new digital dating rules, VH1 takes a close look at what it means to be single in 2013.

The State of the [Romantic] Union

For single Adultster women (women in their late 20s and early 30s), dating is clearly top-of-mind. At this point in their lives, they’ve transitioned into confident, independent adults; as such, they’re moving away from casual dating towards searching for that ideal partner to spend the rest of their lives with. To better understand what it feels like to be a “dater” in 2013, VH1 did a deep dive into the female Adultster dating experience, revealing the increased freedoms—and increased pressures—associated with dating today.

We often hear about Adultsters’ “aversion” to marriage, as evidenced by their delay in getting married and simultaneous embrace of more “unconventional” partnering paths (e.g., cohabitation). But, for the majority of Adultsters, marriage is very much still the end goal. A full 84% of Adultster women we spoke to agree, “Even though it’s ok not to get married, I still want to get married someday.” They’re just putting it off to make sure they’re confident in who they are first, before bringing someone else into the picture.

The good news is, there are LOTS…

 
 
Ask Millennials some questions.
Log in to get started...

Want to talk to us about the article
or dive into a custom study?


Millennial News Feed

Quote of the Day: “I'm trying to save roughly $5,000 to buy a vehicle. It will take me another 6 months or so.” –Male, 16, NC

The year started with a report that teens are leaving Facebook, and it’s ending the same way. A report this week showed that 88% of 13-17-year-olds were using the network in 2014, a drop from 94% in 2013. We’ve looked at the reasons that teens just aren’t as interested in Facebook before, and Ypulse’s latest social media tracker survey actually showed that currently only 63% of 13-17-year-olds say they use Facebook. (Mashable)

Millennial tastes are shaping the future of fast food, and majorly impacting longstanding brands. But what chains are keeping them happy now? YouGov BrandIndex ranked the restaurant chains that 18-33-year-olds would consider going to again to gauge their current brand loyalty. Gourmet sandwich chain Jimmy John’s topped the list, with 83% saying they would return. Chipotle, Chick-fil-A, Whataburger, and Subway made up the rest of the top five, in that order. (Business Insider)

Video sharing competition is heating up. Former Hulu CEO Jason Kilar has launched Vessel, his new subscription video service, which has been predicted to be a YouTube competitor. To entice creators to post content, they’re being offered $50 for every thousand views in the first three days they are posted, ifthey are only posted on Vessel. After a “72-hour exclusive window” the content can be shared on other sites. Currently Vessel is only open to creators, and a consumer launch “is pending.” (StreamDaily)

Kids are often shielded from adult content, usually because it is deemed too violent. But in reality, their bright cartoons might feature more carnage than grown-up fare. A recent study looked at the biggest children’s and adult movie hits in the same year and found that “two thirds of the 45 highest grossing children’s animated films feature an onscreen death of a major character” compared to half of the top “non-kid” films. “Death and destruction” are just a regular part of your average animated classic. (NYMag)

‘Tis the season for gift swaps, including the sinister favorite White Elephant—also known as Yankee Swap and Nasty Christmas. Old Navy is featuring the game in their holiday Vine campaign. Each day a video reveals gifts, from a high-end trip to a pogo stick, that will be given out, and every person who re-Vines or likes the clips is entered to win. The brand has also tapped 12 popular Viners to create their own clips in which they steal a previously opened gift or stay with the gift of the day. (Old Navy)

That image at the bottom of our newsletter is a gateway to insights and expert commentary on current and future Millennial trends. Clicking on it takes readers to our daily insights article, available to Silver and Gold tier subscribers, which illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies