A Roman poet once said absence makes the heart grow fonder. Present-day online daters are leaning into this romantic notion during this time of social distancing when absence is the default setting on all new relationships. Despite the physical separation much of the country is experiencing, love is still blooming: 46% of 18-34-year-olds are currently using dating apps and/or social platforms for dating, and one in five say they are using them a lot.*
The pandemic has merged dating tactics of the past and the present: it’s forcing singles to engage in an extended courtship of long-distance communication, but they’re using modern tools to facilitate it. And they’re willing to put in the work: 52% wish they had a partner now more than ever.* It might not feel like the fairytales we grew up hearing, but even during quarantine, love can find a way.
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Social Distancing Makes the Heart Grow Fonder: Virtual Dating During Coronavirus is part of Fullscreen’s new feature Culture Hot Takes from the Cultural Forecasting team, where we look at trends at the intersection of culture, entertainment, and brand intelligence, giving brands a glimpse of what’s new and next and how to capitalize on these key shifts. As our world has been hit by a pandemic, our lives have changed—all in different ways—whether we are a college student or part of the gig economy, a Millennial parent or a Gen Xer with aging parents, and whether we live in urban, suburban, or rural parts of the country. Even though it seems like the world has paused, culture is still shifting and shaping. As we move forward to a new normal together, Fullscreen is exploring how Millennial and Gen Z mindsets and behaviors are evolving.
The Fullscreen Culture Report takes an even deeper look at trends among young consumers and how brands can engage with them.
For more information about Fullscreen’s Cultural Forecasting capability or The Fullscreen Culture Report, please contact firstname.lastname@example.org.
Source: *Fullscreen TBH, How are you dealing with dating during COVID?, (N=100, 18-34-year-olds)