Brands as dating platforms? Study shows: "loneliness" as a core need of modern age

Study shows that strong brands have a strong advantage as a platform for social contacts
67% of all brands have the potential to close "loneliness" as a central basic need of modern times.

Study

Brands
Modern networking
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67% of all brands have the potential to close "loneliness" as a core need of the modern age

Within the scope of an explorative study, the development potential of dating platforms and the future development possibilities of the "dating" market were examined in more detail. A total of around 2,100 test persons aged 18-65 were asked about their social and leisure behaviour.

"Loneliness" as a phenomenon of present-day connectivity

Approximately 81% of all respondents confirmed "loneliness" as a phenomenon of modern networking. Loneliness is a multidimensional construct that was recognized by all subjects from short-term feelings of social abandonment to depressive forms of exclusion. The continuous renunciation of material status symbols and the ever stronger experiential interests strengthen the perceived feeling of loneliness and social decoupling.

To identify loneliness as a phenomenon only in younger people was repeatedly rejected in the context of the study. Rather, age groups from 35 to 65 years have the greatest interest in closing the loneliness gap with suitable offers. It was interesting that not only singles have confirmed loneliness as the central driver of their needs. Rather, even couples from intact relationships and marriages have repeatedly seen the feeling of latent loneliness as a reason for making contact with people of the same and a different sex.

Approximately 78% of all respondents have used dating platforms to help close the loneliness gap. Around 61% only used dating platforms for a short time to fill their loneliness sensations with new contacts. Approximately 23% of the test persons surveyed have oriented their commitment to dating platforms on a long-term basis. It was interesting to note that the original interests of "intimate encounters" could always be traced back to the feeling of loneliness. This circumstance was understood by about 38% of the respondents as a misguided attempt to satisfy their needs.

In the age of platforms such as Tinder and Rent-a-Friend, new "dating concepts" will conquer the market in the coming years. The ever stronger trend of experience creation strengthens this development.

With the help of different concept tests, different brands could be identified as "dating platforms". It was interesting to note that these brands were more about encounters and less about long-term interest in a relationship.

Strong brands have a strong advantage as a platform for social contacts, especially due to the dramatic change in the retail landscape. While in the 1990s the idea of community platforms to increase brand enthusiasm was established, large brands such as Audi, Nivea, but also Adidas or Maggi are open to change opportunities on this central driver. The trend away from long-term relationship building towards short-term moments of social contact supports the use of brands as "dating platforms" and to find value in the design of orphaned retail spaces.

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