AARP Online Dating Survey - AARP - Health, Travel Deals, Baby

Research & Strategic Analysis

AARP Online Dating SurveySurvey

November 2012

AARP is a nonprofit, nonpartisan organization, with a membership of more than 37 million, that helps people 50+ have independence, choice and control in ways that are beneficial to them and society as a whole. AARP does not endorse candidates for public office or make contributions to either political campaigns or candidates. We produce AARP The Magazine, the definitive voice for Americans 50+ and the world's largest-circulation magazine; AARP Bulletin50+ and the world s largest-circulation magazine; AARP Bulletin, the go-to news source for the 50+ audience; AARP VIVA, a bilingual lifestyle multimedia platform addressing the interests and needs of Hispanic Americans; and national television and radio programming including My Generation and Inside E Street. The AARP Foundation is an affiliated charity that provides security, protection, and empowerment to older persons in need with

150+ Research

support from thousands of volunteers, donors, and sponsors. AARP has staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands. Learn more at www.aarp.org

Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.


Objective and Methodology

Objective:Objective: To understand the reasons why adults 50 and older who are currently single and dating try or do not try an online dating site.

Methodology:Online survey conducted by Research Now using e-rewards online panel.

Survey conducted over 5 days from October 22-26 2012Survey conducted over 5 days from October 22-26, 2012.

Sample was comprised of …• Adults 50 and older• Single (never married, divorced, separated, widowed)• Currently dating or interested in dating• Split of AARP members and non members

One thousand total responses• 500 who have used an online dating site in the past 3 years• 500 who have never used an online dating site

250+ Research

Significance testing at the 95th percentile level; Margin of error +/-4%



Sample Demographics

Total Online Dating Users Online Dating Non Users

Male 40% 43%* 36%

Female 60% 57% 64%

AARP Member 50% 50% 50%

AARP Non Member 50% 50% 50%o e be 50% 50% 50%

Northeast 20% 20% 21%

South 31% 32% 29%South 31% 32% 29%

West 25% 24% 26%

Midwest 24% 24% 24%

Less than $50K 42% 41% 44%

$50K to less than $100K 41% 42% 39%

350+ Research

$100K or more 17% 17% 17%

*Significant difference between users and non users



Sample Demographics (Continued)

Total Online Dating Users Online Dating Non Users

High school/some college 35% 31% 39%*

College Grad 37% 39% 34%

Graduate School 28% 30% 27%Graduate School 28% 30% 27%

Employed 65% 68% 62%

Retired 30% 27% 33%*% % %

Not employed/Housewife 5% 5% 5%

Age 50-59 57% 57% 56%

Age 60-69 35% 37% 33%

Age 70+ 8% 6% 11%

Single, never married 24% 19% 30%*

Separated 3% 2% 4%

Divorced 55% 60%* 50%

450+ Research

Widowed 18% 19% 16%

*Significant difference between users and non users



Executive Summary

Demographic differences exist by use of online sitesDemographic differences exist by use of online sites– Males who are currently dating are significantly more likely to use an

online dating service than not use one (43% vs. 36%)

Th tl d ti h h hi h h l di l ll– Those currently dating who have a high school diploma or some college are significantly more like to be non users versus users of online dating sites (39% vs. 31%)

Retired persons who are currently dating are significantly more likely to– Retired persons who are currently dating are significantly more likely to be non users versus users of online dating sites (33% vs. 27%)

– Single, never married people age 50 or older who are currently dating are significantly more likely to be non users versus users of online datingare significantly more likely to be non users versus users of online dating sites (30% vs. 19%)

550+ Research Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.


Executive Summary – Reasons Why People Over 50 Try Online dating The top 3 reasons why people over 50 try an online dating site are:

– They are able to meet a broader range of people (23%)

– There is no pressure. They don’t have to reply or talk to people they don’t want to (20%)

– A friend recommended it (14%)

Gender Differences:– Women are significantly more likely to try it based on a recommendation from a friend as compared to men (18% vs. 9%);

– And men select they ‘don’t have time to go out and meet people the traditional way’ as one of the top 3 reasons why they use online datingAnd men select they don t have time to go out and meet people the traditional way as one of the top 3 reasons why they use online dating sites (14%) versus a friend recommended it (9%)

– Additionally, significantly more men (12%) try it because it seemed like it would be fun as compared to women (7%)

AARP Membership Differences:– AARP Non members (15%) tend to have less time to go out and meet people the traditional way compared to members (10%) which is why

they try online datingthey try online dating

Age Differences– Those age 50-59 tend to not have time to go out and meet people the traditional way (15% vs. 11% ) and not want to have pressure to reply if

they don’t want to (21% vs. 17%); whereas, those age 60-69 tend to try online dating based on a recommendation from a friend (15% vs. 12%)

Regional Differences:– Compared to other regions those in the West try online dating more for the broader range of people (26%) as well as not having the time to

meet people the traditional way (18%).

Income Differences: – Over a quarter of those making less than $50K try it because there is no pressure to respond

– Over a quarter of those making $50K to less than $100K try it to meet a broader range of people– Over a quarter of those making $50K to less than $100K try it to meet a broader range of people.

– Those making over $100K try it for different reasons: Broader range of people (18%), not having time to meet people the traditional way (18%) and it seemed like it would be fun (15%)

Education Differences:– Significantly more of those with high school diplomas or some college (31%) try it because of the lack of pressure to respond

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– Over a quarter of college and graduate school grads try it because of the ability to meet a broader range of people

Employment Differences:– Those retired (26%) tend to try because there is no pressure to reply.

– Those employed try because of the broader range or people (23%)and because they don’t have time to meet people the traditional way (18%)Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.


Executive Summary – Main Purpose People Over 50 Use Online dating The top 3 purposes why people over 50 use an online dating site are:

– A serious relationship (48%)A serious relationship (48%)

– Friendship/Companionship (26%)

– Casual dating (14%)

Gender Differences:

Women are significantly more likely to be looking for friendship/companionship (30% vs 21%)– Women are significantly more likely to be looking for friendship/companionship (30% vs. 21%)

– More men than women are looking for intimacy/sexual relations (10% vs. 1%)

AARP Membership Differences:

– More AARP non members are looking for a serious relationship than AARP members (52% vs. 48%)

Age Differences

– Those age 50-59 are looking for a serious relationship compared to those age 60-69 (53% vs. 43%)

– Those age 60-69 want friendship/companionship versus those 50-59 (34% vs. 20%)

Income Differences:

– Half of those with incomes greater than $50K (50%) are mainly looking for a serious relationship

– Those making over $100K choose intimacy/sexual relations more (9% vs. 6 %and 2%)

Education Differences:

– The more educated they are, the more likely they are looking for a serious relationship and the less likely they are looking for friendship/companionship or casual dating

Employment Differences:

– Those employed are using online dating to enter into a serious relationship versus those retired (51% vs. 44%)

– Significantly more of those retired (38%) are using it to find friendship/companionship compared to those employed (21%)

750+ Research

(21%)



Executive Summary – Reasons People Over 50 Do Not Try Online dating The top 3 reasons why people over 50 never try an online dating site (other than currently dating someone) are:

Online dating does not fit their lifestyle (18%)– Online dating does not fit their lifestyle (18%)

– Heard too many negative stories about online dating (13%)

– Too risky to talk to strangers online (12%)

Gender Differences:

M i ifi tl lik t th t li d ti d t fit th i lif t l d t (27% 13%)– Men are significantly more like to say that online dating does not fit their lifestyle compared to women (27% vs. 13%)

– Women are significantly more likely to say it is too risky to talk to strangers online compared to men (16% vs. 7%)

Regional Differences:

– Compared to other regions, those living in the West are more likely not to try online dating because it doesn’t fit their lifestyle ((26% compared to 19% 11% and 13%)lifestyle ((26% compared to 19%.11% and 13%)

Income Differences:

– Mid income levels ($50K to less than $100K) as compared to lower income levels are more likely not to try because online dating does not fit their lifestyle (25% vs. 11%)

Education Differences: Education Differences:

– Those with high school diplomas or some college are more likely to choose that it is too risky to talk to strangers on the internet (16% vs. 11% and 10%)

– College grads are more likely to select that there is no trusted site out there geared specifically to the 50+ age group

Employment Differences:Employment Differences:

– Those retired (22%) tend not to try because online dating does not fit their lifestyle



Main Reason Why Tried



Americans 50 or older who use or have used an online dating service within the past 3 years – Main Reason Why Tried by Gender

23

27

2325

30

20

14 13 14

19 1918

15

20*

ent

13

109

75

9

12

6 64

12

7

12

8

5

10

*

Per

ce

4

0

5

Able to meet a broader range of

l

No pressure -Didn't have to reply

t lk t l I

A friend recommended it

I don't have the time to go out and

t l th

It seemed like it would be fun

It seems to be the new thing for

l d

Everyone's doing it - This is the way

l t

Other

people or talk to people I didn't want to

meet people the traditional way

people my ade (50+)

people meet

All (n=500) Male (n=217) Female (283)

• Males and females age 50 or older try online dating services for different reasons. Males want to be able • Males and females age 50 or older try online dating services for different reasons. Males want to be able

1050+ Research

*Significant difference between genders

to meet a broader range of people and not have any pressure to reply. Whereas females also try based on a recommendation from a friend. to meet a broader range of people and not have any pressure to reply. Whereas females also try based on a recommendation from a friend.



Americans 50 or older who use or have used an online dating service within the past 3 years – Main Reason Why Tried by AARP Membership

23

20

22 2223

1820

25

1413

15

1213

1515

Perc

ent

109

7

5

109

6

4

7

98

6

5

10

P

0Able to meet a

broader range of l

No pressure -Didn't have to reply

t lk t l I


I don't have the time to go out and

t l th



l d


l t

Other



people my ade (50+)

people meet

All (n=500) AARP Members (n=251) AARP Non members (n=249)

• While there are no significant difference between AARP members and non members, AARP members • While there are no significant difference between AARP members and non members, AARP members

1150+ Research

*Significant difference between members and non-members

tend to select ‘no pressure’ as a reason more often than non members.tend to select ‘no pressure’ as a reason more often than non members.



Americans 50 or older who use or have used an online dating service within the past 3 years – Main Reason Why Tried by Age

23

20

23

2122

1720

25

1413

10

12

15

17

15

1112 12

15

Perc

ent

109

7

5

8 8 8

55 55

10

P

0Able to meet a

broader range of people

No pressure -Didn't have to reply or talk to people I


I don't have the time to go out and meet people the



people my ade


people meet

Other



people my ade (50+)

people meet

All (n=500) Age 50-59 (n=286) Age 60-69 (n=184)

• While there are no significant difference between age groups, those age 50-59 tend to select ‘no pressure’ • While there are no significant difference between age groups, those age 50-59 tend to select ‘no pressure’

1250+ Research

*Significant difference between age groups

as a reason more often than those 60-69. Whereas, those 60-69 tend to select ‘a friend recommended it’ more often than the 50-59 age group.as a reason more often than those 60-69. Whereas, those 60-69 tend to select ‘a friend recommended it’ more often than the 50-59 age group.



30

Americans 50 or older who use or have used an online dating service within the past 3 years – Main Reason Why Tried by Region

23

2020 20

2625

2425

30

20

1413

2019

15

13

2019

15

12 12

19

11

18

1415

20

erce

nt

109

75

10 108

3

11

56

1110

4

6 6

10

6

108

5

10

Pe

3 3

0

5


people

No pressure -Didn't have to reply or talk to people I


I don't have the time to go out and meet people the



people my ade


people meet

Other

p p p pdidn't want to

p ptraditional way

p p y(50+)

p p

All (n=500) Northeast (n=98) South (n=165) West (n=119) Midwest (n=118)

•While not significant, some regional differences do exist. The West and Midwest tend to try online dating •While not significant, some regional differences do exist. The West and Midwest tend to try online dating

1350+ Research

*Significant difference among regions

because of the broader range of people. Midwest users also tried because of the ‘no pressure’.because of the broader range of people. Midwest users also tried because of the ‘no pressure’.



30

Americans 50 or older who use or have used an online dating service within the past 3 years – Main Reason Why Tried by Income

23

20

2628

20

25

30

*c

20

1413

18

15

13

20

11

18

12

18

1515

20

*

Perc

ent

109

75

9 9

5 5

1011

7

108

6

109

6

5

10

1

0Able to meet a


No pressure -Didn't have to reply or talk to people I didn't


I don't have the time to go out and meet people the traditional way



people my ade (50+)


people meet

Other

people I didn t want to

traditional way (50+)

All (n=500) Less than 50K (n=182) 50K to less than 100K (n=191) 100K or more (n=78)

• Significant difference do exist based on income. Those making less than $50K try it because of ‘no pressure’ more often than those making a higher income. Over a quarter of those making $50K to less than $100K try it • Significant difference do exist based on income. Those making less than $50K try it because of ‘no pressure’ more often than those making a higher income. Over a quarter of those making $50K to less than $100K try it

1450+ Research

*Significant difference among income groups*C Significance difference compared to 100K or more

because of the broader range of people. Those making more than $100K are more likely to try it because of lack of time to meet people the traditional way.because of the broader range of people. Those making more than $100K are more likely to try it because of lack of time to meet people the traditional way.



3

Americans 50 or older who use or have used an online dating service within the past 3 years – Main Reason Why Tried by Education

23

31

25

29

25

30

35

*

23

20

14 1314 13

18

1413

17

1415

20

25

*Perc

ent

13

109

75

13

108

12

8

5

12 11

8 86

13

109

535

10

15P

3

0

5


people






people my ade (50+)


people meet

Other

people I didn t want to

traditional way (50+)

All (n=500) HS/Some College (n=154) College Grad (n=197) Grad School (n=148)

• Those with high school diplomas or some college are significantly more likely to try because of the lack of pressure to respond.• Those with high school diplomas or some college are significantly more likely to try because of the lack of pressure to respond.

1550+ Research

*Significant difference among Education groups

• Over a quarter of college and graduate school grads try because of the ability to meet a broader range of people.• Over a quarter of college and graduate school grads try because of the ability to meet a broader range of people.



30

Americans 50 or older who use or have used an online dating service within the past 3 years – Main Reason Why Tried by AARP Membership

23

20

2322

26

25

1413

10

17

14

18

12 12

10

15

20 *

Perc

ent

109

75

98

75

8

10

5 55

10

0Able to meet a



t t





people my ade (50+)


people meet

Other

want toAll (n=500) Employed (n=338) Retired (n=136)

• Those retired tend to try because there is no pressure to reply. Those employed like the ability to meet a broader range of people as well as not having to take the time to do it the traditional way.• Those retired tend to try because there is no pressure to reply. Those employed like the ability to meet a broader range of people as well as not having to take the time to do it the traditional way.

1650+ Research

*Significant difference between Employment groups



Main Purpose for Using



60

Americans 50 or older who use or have used an online dating service within the past 3 years – Main Purpose for Using by Gender

48 48 4950

60

3030

40

*Perc

ent

26

1921 21

1820

30

5

1

10

11 1

0

10 *

0A serious relationship Friendship / Companionship Casual dating Intimacy / Sexual relations Other

All (n=500) Male (n=217) Female (n=283)

• The main purpose for using is to enter into a serious relationship. • The main purpose for using is to enter into a serious relationship.

1850+ Research

*Significant difference between genders

• More women than men tend to use it for friendship/companionship.• More men than women indicate using it for intimacy/sexual relations.• More women than men tend to use it for friendship/companionship.• More men than women indicate using it for intimacy/sexual relations.



60

Americans 50 or older who use or have used an online dating service within the past 3 years – Main Purpose for Using by AARP Membership

4845

52

50

60

2930

40

Perc

ent

26

1921

23

1820

30

5

14

1

62

0

10

A serious relationship Friendship / Companionship Casual dating Intimacy / Sexual relations Other


• AARP non members are more likely to use to find a serious relationship.• AARP non members are more likely to use to find a serious relationship.

1950+ Research

*Significant difference between members and nonmembers



Americans 50 or older who use or have used an online dating service within the past 3 years – Main Purpose for Using by Age

48

53

4350

60

43

3440

*

Perc

ent

26

1920 19 1920

30

P

5

1

7

12 2

10 *


All (n=500) Age 50-59 (n=286) Age 60-69 (n=184)

• Those age 50-59 select a serious relationship as their main purpose.• Those age 50-59 select a serious relationship as their main purpose.

2050+ Research

*Significant difference between age groups

• Those 60-69 are looking for friendship/companionship as well as a serious relationship.• Those 60-69 are looking for friendship/companionship as well as a serious relationship.



60

Americans 50 or older who use or have used an online dating service within the past 3 years – Main Purpose for Using by Region

48 4947 48 50

50

60

26 27

20

25 2424

3130

40

Perc

ent

19

5

20

2

18

912

710

20

12 22 1 1 10



• Regional differences do not exist.• Regional differences do not exist.

2150+ Research




Americans 50 or older who use or have used an online dating service within the past 3 years – Main Purpose for Using by Income

48

43

50 5050

60

2630

2730

40

Perc

ent

19

5

20

6

1919 19

9

310

20

*B

1 12 13


All (n=500) Less than 50K (n=182) 50K to less than 100K (n=191) 100K or more (n=78)All (n=500) Less than 50K (n=182) 50K to less than 100K (n=191) 100K or more (n=78)

• High income users are more likely to select a serious relationship as the main purpose.• High income users are more likely to select a serious relationship as the main purpose.

2250+ Research

*B Significant difference compared to 50K to less than 100K



Americans 50 or older who use or have used an online dating service within the past 3 years – Main Purpose for Using by Education

48

4347

56

50

60

2629

23

2830

40

Perc

ent

19

2319

21

15

610

20

P

51

51

51

62

0

10



• The more educated, the more likely looking for a serious relationship and the less likely looking for friendship/companionship or casual dating.• The more educated, the more likely looking for a serious relationship and the less likely looking for friendship/companionship or casual dating.

2350+ Research

*Significant difference among education groups

p p p gp p p g



Americans 50 or older who use or have used an online dating service within the past 3 years – Main Purpose for Using by Employment

4851

4450

60

26

21 21

38

30

40 *

Perc

ent

19

5

21 21

6

16

10

20

P

1 22 00


All (n=500) Employed (n=338) Retired (n=136)All (n=500) Employed (n=338) Retired (n=136)

•Those employed are using online dating to enter into a serious relationship. Those that are retired are really looking for friendship/companionship. •Those employed are using online dating to enter into a serious relationship. Those that are retired are really looking for friendship/companionship.

2450+ Research

*Significant difference between employment groups



Main Reason Why Have Not Tried



30

Americans 50 or older who have never used an online dating service – Main Reason Why Never Tried by Gender

2627

24

27

25

30

*

18

1312

13 13

16

15

20

*

rcen

t

12

7 7 75

3

11

79

63

7

46

8 8

55

10

*

Per

3

1 12

1

0Online dating

does not fit my lifestyle

I've heard too many negative stories about

Too risky to talk to

strangers

I'm not comfortable

interacting on

No trusted site out there geared

Scared to put myself out there in the

Online dating sites ask for

too much

Those who use online dating

sites are

My friends steered me away from it

Currently Dating

Someoneonline dating online the

net/computerspecifically to

the 50+ age group

dating world again

personal information

perceived to be strange or

weird

All (n=500) Male (n=180) Female (n=320)

• Males are significantly more likely to say that online dating does not fit their lifestyle.• Males are significantly more likely to say that online dating does not fit their lifestyle.

2650+ Research*Significant difference between genders

• Women are more likely to indicate that it is too risky to talk to strangers online.• Women are more likely to indicate that it is too risky to talk to strangers online.



Americans 50 or older who have never used an online dating service – Main Reason Why Never Tried by AARP Membership

2627

2525

30

18

13

18

1413

19

15

20

erce

nt

1312

7 7 75

13

6

9

65

12 12

86

76

4

10

Pe

3

12

1

4

1

0

5

Online dating does not fit my

lif t l

I've heard too many negative

t i b t

Too risky to talk to t

I'm not comfortable

i t ti

No trusted site out there

d

Scared to put myself out th i th


t h


it

My friends steered me

f it

Currently Dating

Slifestyle stories about online dating

strangers online

interacting on the

net/computer

geared specifically to

the 50+ age group

there in the dating world

again

too much personal

information

sites are perceived to be

strange or weird

away from it Someone


• No differences exist between members and non members• No differences exist between members and non members

2750+ Research

*Significant difference between members and nonmembers

• No differences exist between members and non members.• No differences exist between members and non members.



Americans 50 or older who have never used an online dating service – Main Reason Why Never Tried by Age

2625

26

25

30

18

1312

17

14 14

18

12 1215

20

rcen

t

7 7 75

3

7 67

64

78

67

35

10

Per

1 12

0Online dating


I've heard too many negative stories about online dating


strangers online

I'm not comfortable

interacting on the


specificall to


dating orld


too much personal


sites are percei ed to be


Currently Dating



the 50+ age group

dating world again



weird

All (n=500) Age 50-59 (n=279) Age 60-69 (n=164)

• No differences exist based on age.• No differences exist based on age.

2850+ Research

*Significant difference between income groups



35

Americans 50 or older who have never used an online dating service – Main Reason Why Never Tried by Region

2625

2926

2425

25

30

35

18

13

19

1315 1415

24

15 1515

20

25

erce

nt

1312

7 7 75

3

1113

4

98

64

10 108

7 68

86

8

4

13

86

4

7 7

5

10

15P

121 1

21 1

0

5


lifestyle



strangers online

I'm not comfortable

interacting on the


specifically to


dating world


too much personal


sites are perceived to be


Currently Dating



the 50+ age group

dating world again



weird


• Those living in the West are more likely to say that online dating does not fit their lifestyle.• Those living in the West are more likely to say that online dating does not fit their lifestyle.

2950+ Research




Americans 50 or older who have never used an online dating service – Main Reason Why Never Tried by Income

2627

25

2221

2425

30

*A

18

1312

1415

1212

1415

20

Perc

ent

12

7 7 75

3

1110

7 75

3

9

5

10

76

8

5

45

45

10

P

1

3

12

1

4 3

0

5


lifestyle



strangers

I'm not comfortable

interacting on




too much


sites are


Currently Dating



the 50+ age group

dating world again



weird

All (n=500) Less than 50K (n=194) 50K to less than 100K (n=174) 100K or more (n=76)

• Those with higher incomes are much more likely to say that online dating does not fit into their lifestyle• Those with higher incomes are much more likely to say that online dating does not fit into their lifestyle

3050+ Research*A Significant difference compared to less than 50K

• Those with higher incomes are much more likely to say that online dating does not fit into their lifestyle.• Those with higher incomes are much more likely to say that online dating does not fit into their lifestyle.



Americans 50 or older who have never used an online dating service – Main Reason Why Never Tried by Education

26

292930

35

18

13

20

16

21

14

21

1515

20

25

erce

nt

1312

7 7 75

3

12

9

68

4 4

12 11

6

12

8

5

10

7

4

7

35

10

15P

10

2 233

10

5


lifestyle



strangers online

I'm not comfortable

interacting on the


specifically to


dating world


too much personal

Those who use online

dating sites are perceived


Currently Dating



the 50+ age group

dating world again


are perceived to be strange

or weird


• College grads are less likely to think that online dating does not fit their lifestyle.• College grads are less likely to think that online dating does not fit their lifestyle.

3150+ Research

*Significant difference among education groups

• Those with high school diplomas or some college are more likely to say that it is too risky to talk to strangers on the internet.• Those with high school diplomas or some college are more likely to say that it is too risky to talk to strangers on the internet.



Americans 50 or older who have never used an online dating service – Main Reason Why Never Tried by Employment

2624

22

28

25

30

18

1312

17

1415

11

15

20

Perc

ent

7 7 75

3

67

67

4

11

8 97 7

35

10

1 1

32 2

0Online dating



li d ti


strangers li

I'm not comfortable

interacting on th


ifi ll t


d ti ld


too much l


sites are i d t b


Currently Dating



the 50+ age group

dating world again



weird

All (n=500) Employed (n=309) Retired (n=166)

• Retired persons are more likely to say that online dating does not fit their lifestyle.• Retired persons are more likely to say that online dating does not fit their lifestyle.

3250+ Research

*Significant difference between employment groups


AARP Online Dating Survey - AARP - Health, Travel Deals, Baby

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