Love In The Digital Age

Love In The Digital Age

When 80% of Prosumers say they believe love can last forever, the question being raised is how can we manage the discrepancies between this fairytale syndrome and the harsh reality of our love journeys in the digital world ?

This pressure to find forever love is creating an emotional rollercoaster. People are seeking something that is increasingly unattainable, unwilling to settle for less or to miss out on the romantic ideal conjured in storybooks and romantic films.

The stakes of finding the “right one” are high, so people take the quest very seriously. 80% of Prosumers think it’s better to take their time to find the right partner than commit too early to someone they may not stay with forever.

With our newest survey—fielded among nearly 17,500 people ages 13+ in 37 countries—Havas Group explores the quest for love in the digital era. Among our key findings:

The bigger the stakes, the bigger the playground : The Internet and digital apps have dramatically expanded the pools of potential mates, but that hasn’t made finding “the one” any easier. In fact, 50% of Prosumers think dating was simpler for previous generations.

From eternal love to eternal dating : This desire and pressure to find eternal love has made the love quest never ending. Our love search has been revolutionized by digital :

-       How we look for love by flirting on social media : 42% of teens have been flirting on Instagram

-       How we maximize the chances to find love through all kinds of apps : 67% I think dating apps are good for finding a partner from within my like-minded community

-       How we are rising our expectations regarding who we decide to date : 64% Dating apps have made us more selective in whom we decide to date

-       And how we are always under tensions always looking for a better option when already in a relationship : 39% When in a relationship, sometimes I wonder if I can find a better partner


Sex machine : People have become obsessed by their level of performances, becoming more and more anxious not to match expectations. As a consequence, sex has become an athletic event people are willing to train for. 52% of Prosumers would be willing to monitor their sexual activities and performance for improvement.

Tinderella Complex: We like the “game” rather than the “goal.” More than a third of Prosumers admit they’re more interested in receiving matches than in actually meeting any potential partners.


Follow your heart, or an algorithm ? Chinese Prosumers have already chosen science over their instinct, to find love nothing is safer than trusting an algorithm: 50% of them would trust an algorithm to find their soulmate, 56% think artificial intelligence will be able to tell them if they are really in love and in a sustainable relationship, and up to 57% would like dating apps to incorporate DNA match analysis.

Love around the world: The love game has different rules around the world. While some countries like France still play the “game of love & chance” : 69% trust random encounters to find love, some others consider it is a family business : 83% of Saudi Arabian trust their family to find love.


Who Are Prosumers?

These proactive and informed men and women are today’s leading influencers and market drivers. They are important to us because, beyond their personal economic impact, they influence the brand choices and behaviors of others. Simply put, what Prosumers are doing today, mainstream consumers will likely be doing 6 to 18 months from now.

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