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: “My favorite place to shop is a Best Buy store, because they have most of the electronics I like to look at and everything is setup for you to try the products out.”

—Male, 23, PA 

Fast food employees may soon be a thing of the past, as more restaurants gravitate towards automation to cater to the foodie generation. A new study from Frisch's Restaurants found that almost a third of 18-24-year-olds would rather order their food from a drive-thru because "they don't feel like dealing with people." The CEO of Hardee’s and Carl’s Jr. who has plans for fully automated restaurants in the near future, says he has seen young consumers’ aversion for social interaction himself: “I've actually seen young people waiting in line to use the kiosk where there's a person standing behind the counter, waiting on nobody." (Business Insider

Viceland’s tactics to get Millennials to turn on the TV may actually be working. Maybe. The recently launched network’s “adrenaline-fueled shows” are showing signs of successfully attracting a young audience. Compared to its predecessor, History’s H2 channel, the average 18-49 primetime audience has more than doubled, and the median viewer age of the channel has dropped 17 years, from 57 to 40. Viceland’s programming president takes that as a signal they’re “doing something right.” Two of their shows, Woman and Gaycation,have also been recognized with Emmy nominations. (NY Daily News

Millennials’ pizza obsession is reshaping the industry. U.S. pizza sales have reached $45 billion this year, up $38.5 billion in 2015, thanks to young consumers. Millennials are not only gravitating towards healthier options, but “consider the experience as significant as the food itself.” As a result, the fast-casual build-your-own-pizza model has been thriving. The restaurant 1000 Degrees, for example, has opened 25 franchises in the last two years with plans to have open another 30 by the year’s end. The CEO attributes success to high quality ingredients, and transparency on what goes on customizable pies. (CNBC

Nickelodeon is launching a kids’ music video channel. The MTV Hits channel is being rebranded to become NickMusic, a 24-hour music destination that will showcase kids’ favorite Top 40 artists across all genres, as well as branded and artist-hosted programming like Videos We HeartPop Playback and Bumpin’ Beats. It will also feature concert specials and “music-inspired series” like TeenNick Top 10. The channel isn’t Nickelodeon’s first music effort: NickMusic, their digital radio channel on iHeartRadio, features “current hits, guest DJ appearances by channel stars, branded entertainment and celebrity interviews.” (Kidscreen

They may be competing for young viewers, but YouTube and TV actually help grow one another’s audience. A Google-commissioned Nielsen study found that TV can actually drive YouTube engagement, and YouTube can do the same for TV. For talk shows in particular, there was a 18% increase in tune-in on TV from an audience that had watched YouTube content of those shows. Nielsen says the results are “significant,” and commented that the opportunity is great for programmers and advertisers to “leverage the connection between digital views and TV audiences." (Adweek)

Quote of the Day: “My favorite app is Amazon, because it's so convenient. I can order things on Prime with just a few clicks.”—Female, 27, PA 

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