January 31st, 2024, Kineree Shah
To understand the dynamics of modern dating terms we polled 1,110 US adults to understand their attitude towards ‘situationships’. A situationship, a term increasingly recognized among younger demographics, refers to a romantic connection that exists in a gray area, neither strictly platonic nor officially a committed relationship.
Our data reveals a significant familiarity with situationships among Americans, with two in five acknowledging they have been in such a relationship (39%). This figure notably peaks at 50% among 18- to 34 aged adults, indicating a considerable engagement with this form of relationship among the younger generation.
Seeing how these situationships begin, the survey highlights diverse routes. More than half of situationships began in person (55%). However, the role of digital platforms is also significant, with social media acting as a catalyst in 17% of situationships. This trend is particularly strong among the 18-34 age group, where three in 10 report their situationship started through social media (29%). Dating apps, while less common, initiated 7% of these relationships among all Americans.
We also inquired about the likelihood of participants recommending dating apps that cater specifically to situationships. Two in five adults are inclined to recommend such apps, with a higher propensity among men (44%) compared with women (35%). Notably, three in five adults in the 18 to 34 age group are likely to recommend these apps (63%).
The survey underscores the evolving landscape of relationships among US adults, with situationships emerging as a notable trend, especially among younger demographics. While in-person interactions remain the predominant way these relationships begin, the influence of digital platforms is undeniable. As such there's an evident market among younger adults for situationship-focused platforms but the mixed responses towards recommending such apps suggest a need for nuanced and sensitive marketing strategies.
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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on January 24-25, 2024, with a nationally representative sample of 1,110 adults (aged 18+ years) in the US, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region, and race to be representative of all adults in the US (18 years or older) and reflect the latest USCB population estimates.
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