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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.
Research & Strategic Analysis
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%
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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.
Research & Strategic Analysis
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
650+ Research
– 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.
Research & Strategic Analysis
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%)
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
850+ Research Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
Main Reason Why Tried
950+ Research Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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.
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
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) 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.
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
A friend recommended it
I don't have the time to go out and meet people the
It seemed like it would be fun
It seems to be the new thing for
people my ade
Everyone's doing it - This is the way
people meet
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) 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.
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
Able to meet a broader range of
people
No pressure -Didn't have to reply or talk to people I
A friend recommended it
I don't have the time to go out and meet people the
It seemed like it would be fun
It seems to be the new thing for
people my ade
Everyone's doing it - This is the way
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’.
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
broader range of people
No pressure -Didn't have to reply or talk to people I didn't
A friend recommended it
I don't have the time to go out and meet people the traditional way
It seemed like it would be fun
It seems to be the new thing for
people my ade (50+)
Everyone's doing it - This is the way
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.
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
Able to meet a broader range of
people
No pressure -Didn't have to reply or talk to people I didn't
A friend recommended it
I don't have the time to go out and meet people the traditional way
It seemed like it would be fun
It seems to be the new thing for
people my ade (50+)
Everyone's doing it - This is the way
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.
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
broader range of people
No pressure -Didn't have to reply or talk to people I didn't
t t
A friend recommended it
I don't have the time to go out and meet people the traditional way
It seemed like it would be fun
It seems to be the new thing for
people my ade (50+)
Everyone's doing it - This is the way
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
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
Main Purpose for Using
1750+ Research Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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.
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
All (n=500) AARP Members (n=251) AARP Non members (n=249)
• 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
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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 *
0A serious relationship Friendship / Companionship Casual dating Intimacy / Sexual relations Other
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.
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Research & Strategic Analysis
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
A serious relationship Friendship / Companionship Casual dating Intimacy / Sexual relations Other
All (n=500) Northeast (n=98) South (n=165) West (n=119) Midwest (n=118)
• Regional differences do not exist.• Regional differences do not exist.
2150+ Research
*Significant difference among regions
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
0A serious relationship Friendship / Companionship Casual dating Intimacy / Sexual relations Other
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
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
A serious relationship Friendship / Companionship Casual dating Intimacy / Sexual relations Other
All (n=500) HS/Some College (n=154) College Grad (n=197) Grad School (n=148)
• 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
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
A serious relationship Friendship / Companionship Casual dating Intimacy / Sexual relations Other
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
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Research & Strategic Analysis
Main Reason Why Have Not Tried
2550+ Research Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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.
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Research & Strategic Analysis
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
Online dating sites ask for
t h
Those who use online dating
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
All (n=500) AARP Members (n=251) AARP Non members (n=249)
• 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.
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
does not fit my lifestyle
I've heard too many negative stories about online dating
Too risky to talk to
strangers online
I'm not comfortable
interacting on the
No trusted site out there geared
specificall to
Scared to put myself out there in the
dating orld
Online dating sites ask for
too much personal
Those who use online dating
sites are percei ed to be
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) 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
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
Online dating does not fit my
lifestyle
I've heard too many negative stories about online dating
Too risky to talk to
strangers online
I'm not comfortable
interacting on the
No trusted site out there geared
specifically to
Scared to put myself out there in the
dating world
Online dating sites ask for
too much personal
Those who use online dating
sites are perceived to be
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) Northeast (n=106) South (n=143) West (n=131) Midwest (n=120)
• 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
*Significant difference among regions
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
Online 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) 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.
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
Online dating does not fit my
lifestyle
I've heard too many negative stories about online dating
Too risky to talk to
strangers online
I'm not comfortable
interacting on the
No trusted site out there geared
specifically to
Scared to put myself out there in the
dating world
Online dating sites ask for
too much personal
Those who use online
dating sites are perceived
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
are perceived to be strange
or weird
All (n=500) HS/Some College (n=193) College Grad (n=172) Grad School (n=135)
• 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.
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
Research & Strategic Analysis
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
does not fit my lifestyle
I've heard too many negative stories about
li d ti
Too risky to talk to
strangers li
I'm not comfortable
interacting on th
No trusted site out there geared
ifi ll t
Scared to put myself out there in the
d ti ld
Online dating sites ask for
too much l
Those who use online dating
sites are i d t b
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) 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
Copyright © 2012 AARP. May be copied only for noncommercial purposes and with attribution. Permission required for all other purposes.
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