Plenty of Fish, a dating app for conversations, today released Conversation Nation 2018. The study, which surveyed 2,000 U.S. singles over 18 years of age, revealed conversation as the benchmark for chemistry and compatibility. Seventy-four percent of singles say conversation is the #1 indicator of chemistry, even over physical attraction.
Within the last six months, 7.9% of adults in the U.S. have used an online dating site, according to AudienceSCAN. While 34% of these users are between the ages of 25 and 34, they are also 58% more likely than other adults to be ages 18 to 24. In addition, they're 132% more likely than other adults to identify as gay, a lesbian, bisexual or transgender.
Singles are Doing it for the Gram(mar)
While many say genuine conversations have fallen by the wayside in the digital age, Plenty of Fish found that singles still consider conversations critical to establishing meaningful connections. When they prioritize conversation over physical attraction, they mean it. In fact, 58% of singles say bad grammar is a bigger turn off than bad sex. Additionally, 60% believe people can fall in love during a first conversation, showing the integral role these first interactions play in identifying potential partners.
How does this impact the transition from in-app conversations to first dates? Instead of an experience-oriented outing like a movie or concert, 78% of singles prefer dates that nurture quality conversation, such as dinner, coffee or cocktails.
Debating & Dating In Trump's America
In the current controversial political environment, people are living and dating by their beliefs. The survey found 59% of singles won't start talking to someone whose dating profile promotes a political opinion opposite of theirs. Across party lines, 52% of Republicans and 65% of Democrats won't start a conversation with a political opposite.
However, there is some hope for opposites that attract: 84% of singles find the best way to work through these divides during dating is to discuss them openly with each other.
According to AudienceSCAN, 33.7% of online dating service members are registered Democrats and 20.7% are registered Republicans. However, only 21.3% report voting in every election.
Gen Zers Are Making Their Own Rules
Millennials have been the much-hyped game changers in every market. However, as Gen Z (currently aged 18–24) comes of age, the study found them to be the generation driving the greatest shift in how singles communicate. This generation is the first born into the age of smartphone devices. They grew up with instant messaging and texting, and they are accustomed to an always-on world. While 23% of singles reply to messages from potential matches right away, 31% of Gen Z'ers respond immediately.
Contrary to popular belief, Gen Z'ers actually highly value conversations. While 74% of all singles believe in good conversation over physical attraction, 81% of Gen Z'ers feel this to be true, showing the younger generation is even more interested in engaging in meaningful conversations than simply flipping through photos of potential matches.
While these consumers may do their dating online, they most actively respond to TV ads, according to AudienceSCAN. Within the past year, 73.6% of this group has taken action because of a TV ad they viewed. Not only that, they are 167% more likely than other adults to purchase a product advertised on an infomercial. Social network ads are a close second for this group though, with 72.1% having taken action based on such an ad within the last 12 months.
AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.