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: “I haven’t had children yet because I need to finish school first.” –Female, 30, IL

Yesterday, Microsoft bought the company behind the wildly popular game Minecraft, and in doing so they’ve acquired a “multigenerational success story” and could be regaining some cool cred with younger consumers. It turns out, parents love the game, and many young Millennials and post-Millennials have embraced exploring the digital Minecraft world, hacking, building, and collaborating in the lo-fi game. (The Verge)

Yesterday, Microsoft bought the company behind the wildly popular game Minecraft, and in doing so they’ve acquired a “multigenerational success story” and could be regaining some cool cred with younger consumers. It turns out, parents love the game, and many young Millennials and post-Millennials have embraced exploring the digital Minecraft world, hacking, building, and collaborating in the lo-fi game. (The Verge)

When we asked Millennials if they would download another photo sharing app, only 17% of 18-24-year-olds said yes. Of course, if the right app caught on, they’d likely jump onboard to keep up with friends—but the truth is, it is getting harder to get consumers to try new apps. While people are spending more time on the apps they already have, especially music, fitness, and social networking apps, 65.5% in the U.S. say they aren’t downloading any in an average month. (Quartz)

Boomers grew up with protest songs as an intrinsic part of their musical culture, and sometimes like to criticize Millennials for their lack of similar tunes. But EMA’s self-released new track “False Flag” could quiet those complaints. The song talks about the experience of a generation “growing up in the shadow of 9/11,” and how that cultural turning point changed, and maybe stole, her generation’s future. (Flavorwire)

Apple’s iPhone 6 is of course the big smartphone news of the week, but while that announcement has taken over headlines, other brands are quietly innovating in the category to appeal to more niche mobile users. Panasonic has returned to the phone market, with the launch of a “connected camera,” a smartphone camera hybrid that is meant to appeal to those who are more interested in the quality of the photos they are shooting on the go than the phone features they can boast. (Engadget)

In 2013, the birth rate among women 20-24-years-old was at a record low, and it continued to decline for those 25-29-years-old. These low rates could be “here to stay,” and that might be a good thing for both Millennial moms and their kids. Working women are gaining more salary and experience with every year they delay motherhood, and their future children could have greater opportunities and even a higher lifetime income. (Bloomberg)

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