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…

 
 
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Millennial News Feed

Quote of the Day: "It wouldn’t be Thanksgiving without cinnamon roll breakfast and watching The Twilight Zone marathon.” –Male, 13, CA

Millennials are first generation digital, and have broadcast countless moments of their lives online—but for the most part, they were in charge of their own digital images. For the next generation, this is not the case. Parents today post (often embarrassing, see above) photos of their offspring from the womb on, which destroys any hope of anonymity they might later have. One writer argues that parents should be vigilant about keeping their children’s images off the internet until they are mature enough to decide what they want their digital identity to be. (Slate)

“Me Me Me” and selfie-obsessed. In article after article, Millennials are accused of being the most narcissistic generation to date. But the data often cited to prove this claim might be flawed, and other research has “directly contradicted the idea that Millennials are the most narcissistic of previous generations.” In a study of high-school seniors across decades, little change in ideas about self-esteem and life satisfaction was found, and another found narcissistic behavior is linked to life-stage, not generation. (The Atlantic)

The next generation might be growing up with tech-galore, but they’re also reading some of the same classics the previous generation enjoyed. Book-reading data from 9.8 million students shows that Green Eggs and Ham is the number one book read by first and second graders, and made the top five book list for third graders. The data also shows that girls are reading more than boys, outpacing them after grade four. (Publisher’s Weekly)

Young consumers have made binge watching a media consumption norm, but the full impact of streaming services hasn’t been fully measured—until now. Nielsen will begin to track viewership data on Amazon and Netflix next month, providing content owners with information on the impact of licensing shows to these sites and whether streaming is “meaningfully eating into traditional television viewing.” Previously, Nielsen found that after signing up for streaming services, 18-34-year-olds watch TV less than they used to. (StreamdailyWall Street Journal)

Eek—2014 seems to be the year of bad Barbie press. This week a Barbie picture book titled I Can Be a Computer Engineer is in the spotlight for all the wrong reasons—it turns out it teaches girls they can’t code without a boys’ help. Those protesting the book assert that it is perpetrates a cultural message that “computers are a boys thing,” when brands should be supporting girls who really do like to code. (Recode)

We don’t just deliver data. Along with our bi-weekly survey result data files, we provide our Gold subscribers with a topline report that synthesizes hand-picked, illuminating data points and our insights and expertise. Interesting differences between males and females, older and younger Millennials, ethnicities, and more are highlighted, and relevant statistics are streamlined into an easily consumed, concise, visual takeaway. (Ypulse)

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