No one likes to be alone during the holidays, or after them, for that matter. The Sunday night after New YearÛªs Eve is the busiest time of year for Internet dating sites. And the periodåÊbetween then and ValentineÛªs Day is theåÊmost active online dating season.
Data from dating websites Match.com and Plenty of Fish indicateåÊthat the Sunday following New Year's Eve ÛÓ roughly 5 p.m. to 8 p.m. EST ÛÓ is traditionally the single busiest time of the year in terms of traffic to their sites. Match.com gets even more specific, suggesting that activity peaks at 7:52 p.m. CST.
Researchers believe the increased online dating comes fromåÊthe spare time peopleåÊhave during the holidays, and how theyåÊgravitate towardåÊtheiråÊcomputers and phones during that time. As theåÊWall Street Journal also points out, Christmas is traditionally a lonely time of year for many. A UK survey fromåÊ2010 found that more than 1/3 of 18–34 year-olds worry about loneliness over the Christmas period.
Caitlin Dewey also writes, "a 2012 study by FacebookÛªs data team found that people are far more likely to change their relationship status in January or February than they are at any other time of year. Offline, the holiday season tends to see a jump in both condom sales and conceptions."
And just how many people actually keep up their dating profiles throughout the rest of the year? Well, AudienceSCAN says 7.5% of U.S. adults do. And what do you know? 58% of them are men. Most of them are aged 25–34. A whopping 25% of them are still MARRIED!
And the rest reads like a personal ad: 26% enjoy playing pool and are 126% more likely than average to be found singing it up at a karaoke bar, while 17% just love playing softball. Oh wait, it gets better. Another 17% enjoy horseback riding, and are 86% more likely to saddle up.
Think about reaching these looking-for-lovers on social networks. 40.5% took action after seeing an ad on a social network in the past month. Daily deals wouldn't be a bad way to go either, with 66% taking action from a deal in the past year.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.