• Lola Webster
  • Trude Grimstad
  • Leila McGlew
  • Gina Stewart
  • Kesia Inkersole
  • shadeh kavousian
  • Carlyn McNabb

In partnership with Bumble and with the goal of understanding how culture, age and technology shapes preferences and attitudes around dating, we undertook a study across Europe and the United Kingdom around the future of dating and romance in 2020. We engaged 12,000 Millennials and Gen Z in the United Kingdom, France, Germany, Spain, Netherlands and Ireland. We asked them questions around their dating app habits (the good and the bad) and their personal preferences from initial swipe to meet up. To help us contextualise our findings, we spoke to five experts on dating and relationship culture who provided insight into the cultural and generational differences across Europe and the United Kingdom. Here are some of our key findings: — 61% of women are searching for a partner who shares their values, and Bumble is being used as a platform of expression for political leanings, personality types and astrological signs. — This is an era of ‘slow love,’ of marrying later and taking more time to find stability before settling down, with 95% of those surveyed believing a relationship is as much about their personal growth as it is supporting their partner. — Women across Europe are dating different people for personal development, with 59% believing it’s okay to see multiple people at the same time in the early phases. — The fluidity of dating habits varies by age group, with only 48% of Gen Z being exclusively heterosexual compared with 65% of millennials. Germans are the most emoji-literate, with 91% using emojis when messaging someone they want to date. — Daters are becoming increasingly comfortable discussing their sexual preferences with a partner. 90% of women in the Netherlands are happy to do so, and – perhaps surprisingly – it’s the French (70%) who are least comfortable sharing their wants. — The rise of individualism has not hampered the desire for a long-term partner, with 65% of respondents saying that they’re using apps to find a steady relationship. — In 2020, daters will let go of set rules about the time they should spend chatting before meeting, with only 10% of women wanting to chat for over a week before meeting face to face. — 58% of women surveyed acknowledge that dating apps – with the risk of rejection, frustration and heartbreak – have at one point had a negative impact on their mental health. — Break-ups come with their own stresses, and 50% of women in the UK have had to block their ex on social media for self-care. — 2020 daters are also likely to turn to technology to heal. Bumble’s Snooze option gives daters the opportunity to pause activity and hide their profile without losing any matches, so that they can take a break and focus on themselves. — Today's daters are less concerned about the more traditional markers, with only 25% of our respondents saying they feel pressured to get married and settle down. Download and read the report for free in the link below:

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    • Technology