CULTURE HOT TAKESCULTURE HOT TAKESF U L L S C R E E N

A Roman poet once said absence makes the heart grow fonder. Present-day online daters are leaning into this romantic notion during this time of social distancing when absence is the default setting on all new relationships. Despite the physical separation much of the country is experiencing, love is still blooming: 46% of 18-34-year-olds are currently using dating apps and/or social platforms for dating, and one in five say they are using them a lot.1 The pandemic has merged dating tactics of the past and the present: it’s forcing singles to engage in an extended courtship of long-distance communication, but they’re using modern tools to facilitate it. And they’re willing to put in the work: 52% wish they had a partner now more than ever.1 It might not feel like the fairytales we grew up hearing, but even during quarantine, love can find a way.

WHY NOW?WHY THIS? WHY NOW?

1 © 2020 FULLSCREEN, INC., ALL RIGHTS RESERVED. THIS DOCUMENT CONTAINS CONFIDENTIAL AND PROPRIETARY INFORMATION INTENDED ONLY FOR USE BY AUTHORIZED INDIVIDUALS WITHIN FULLSCREEN, INC., AND OTTER MEDIA AND NOT FOR GENERAL DISTRIBUTION. PRIVILEGED AND CONFIDENTIAL.

1Fullscreen TBH, How are you dealing with dating during COVID?, (N=100, 18-34-year-olds) | 2Fullscreen Culture Report Summer 2019: The Social Media Hangover (N=500, 18-34-year-olds)

Last summer, Fullscreen’s first culture report, The Social Media Hangover, discovered that Gen Z and Millennials are over swiping for love. In fact, 65% of 18-34-year-olds think dating apps are changing the way we think about love for the worst,2 and they’re seeking less superficial ways to find potential partners. The present realities of life with COVID-19 are painting a different picture of our perspective on apps. Since dating apps are the only way to meet new people these days, singles are using them more seriously, to connect on a deeper level through conversation and emotions rather than judging based on a profile picture or seeking meaningless hookups.

DATING APPS: A QUARANTINE NECESSITY

OUR NEW WORLD: As our world has been hit by a pandemic, our lives have changed—all in different ways—whether we are a college student or part of the gig economy, a Millennial parent or a Gen Xer with aging parents, and whether we live in urban, suburban, or rural parts of the country. Even though it seems like the world has paused, culture is still shifting and shaping. As we move forward to a new normal together, Fullscreen is exploring how Millennial and Gen Z mindsets and behaviors are evolving in a dedicated series of Culture Hot Takes.

For singles, staying home could lead to lonely nights—or the perfect opportunity to meet new people online: the #1 reason they are using dating apps and/or social networks for dating is to alleviate their loneliness during quarantine. New services have arisen to fill the hole of IRL date nights, including OKZoomer for college students and Love is Quarantine, a service that functions like Netflix’s Love is Blind—and 17% of 18-34-year-olds say they’re open to trying a new type of dating app or service they haven’t used before.1 Media and entertainment are reflecting the new normal, too; Lauren and Cameron from Love is Blind gave advice to socially distanced daters on NPR’s Weekend All Things Considered podcast, and TLC launched a new show, Find Love Live, about virtual matchmaking sessions.

ALONE DOESN’T HAVE TO MEAN LONELY

SOCIAL DISTANCING MAKES THE HEART GROW FONDER: VIRTUAL DATING DURING CORONAVIRUS

2 © 2020 FULLSCREEN, INC., ALL RIGHTS RESERVED. THIS DOCUMENT CONTAINS CONFIDENTIAL AND PROPRIETARY INFORMATION INTENDED ONLY FOR USE BY AUTHORIZED INDIVIDUALS WITHIN FULLSCREEN, INC., AND OTTER MEDIA AND NOT FOR GENERAL DISTRIBUTION. PRIVILEGED AND CONFIDENTIAL.

Dating during quarantine has caused Millennials and Gen Z to change their dating habits and be more open-minded to who they might meet online. Instead of writing off swiping, singles are expanding their search: 15% are willing to match with someone who’s not their normal “type”1 and 19% are open to connecting with someone who lives in a different city, state, or country (with males in particular saying they are open to long-distance dating).1 And being unable to meet in-person is also forcing matches to take the relationship slow, relying solely on virtual communication and expressing their feelings to get closer. The prospect of this slow build is opening some people up: one in 10 say that the top reason they’re still using apps right now is that they like that there is no pressure to meet in person1—singles who want to take it slow are enjoying getting to know one another without feeling rushed into taking the next step.

OPEN APPS, OPEN HEARTS, OPEN MINDS

are stressed about their love life

because of coronavirus3

52%

think there will be more

responsible dating behavior after

this crisis passes3

1 in 4

of singles who think the pandemic

will make their dating life easier say

so because people will be less flaky

because they are lonely1

38%

of singles say it’s important for their

online matches to move off the app

where they met—even if the next step

happens virtually (Zoom dates count!)1

45%

A BRIEF HISTORY OF DATING DURING THE PANDEMIC

1Fullscreen TBH, How are you dealing with dating during COVID?, (N=100, 18-34-year-olds) | 2Fullscreen Culture Report Summer 2019: The Social Media Hangover (N=500, 18-34-year-olds) | 3Fullscreen TBH, COVID-19! We Have a COVID-19 (Survey)!, (N=502, 18-34-year-olds)

• JANUARY 20 - First case of COVID-19 in the U.S. is confirmed

• MARCH 9 - Bumble sees active users rise 8% the second week of March

• MARCH 10 - Say Allo sees a 350% increase in video-date sessions

• MARCH 16 - OKZoomer dating service launches

• MARCH 17 - Love is Quarantine launches on Instagram

• MARCH 17 - First U.S. shelter in place order given in SF

• MARCH 19 - Plenty of Fish starts rolling out LIVE! for video speed dates

• MARCH 20 - NYC becomes the epicenter of the virus in the U.S.

• MARCH 23 - Match launches a Dating While Distancing hotline for users to communicate with experts

• APRIL 2 - Coffee Meets Bagel starts hosting twice-weekly group video meet-ups for members in multiple cities

• MARCH 26 - U.S. becomes the epicenter of the virus

• APRIL 7 - Hinge adds a feature to make it easier for matches to transition to video chat

• APRIL 24 - Some states start to ease pandemic restrictions

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BECOME A DATE NIGHT ESSENTIAL: Social distancing really means physical distancing—but people are still finding ways to be social, romantically and otherwise. Inspire connection by showing how your products or services can spark romance or inspire a unique virtual date night.

GET EMOTIONAL: Letting your guard down is scary in the best of times; doing it during a pandemic can feel even harder—but one in 10 singles say the top reason they’re currently using dating apps is because now is a good time to build an emotional connection.1 Help them get past the awkward small talk and connect more deeply with thought provoking conversation starters, insightful “would you rather?” questions, or personality quizzes to see how their compatibility matches up.

SHARE LOVE STORIES: Whether they’re digital or old school, 62% of 18-34-year-olds like hearing stories about how couples met.2 Remind people that romance is not dead—and that love will go on, during the pandemic and afterward. Share love stories about the people behind your brand, the consumers who love your brand, and even about the brand itself.

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2

3

BRANDBRAND IMPLICATIONS

PREDICTIONPREDICTION

Quarantine is shaking up singles’ dating habits, and they may not settle into their old routines even after the pandemic has passed. Many will continue to use dating apps in a revitalized way—being more thoughtful about seeking emotional connection, rather than just swiping for fun. Virtual dating will be the norm, and daters will be more open to long distance, leading to more partners connecting from outside of their typical dating distance radius. Even those who live nearby will turn to virtual date night when it’s more convenient for scheduling once our social lives are back up to speed. Although some singles will undoubtedly return to the “superficial swiping” of the past, they will be easy to spot by those who are looking for something more serious—and thanks to the communication we practiced during the pandemic, daters will be more open to expressing their intentions and finding a connection that both are happy to pursue.

3 © 2020 FULLSCREEN, INC., ALL RIGHTS RESERVED. THIS DOCUMENT CONTAINS CONFIDENTIAL AND PROPRIETARY INFORMATION INTENDED ONLY FOR USE BY AUTHORIZED INDIVIDUALS WITHIN FULLSCREEN, INC., AND OTTER MEDIA AND NOT FOR GENERAL DISTRIBUTION. PRIVILEGED AND CONFIDENTIAL.

1Fullscreen TBH, How are you dealing with dating during COVID?, (N=100, 18-34-year-olds) | 2Fullscreen Culture Report Summer 2019: The Social Media Hangover (N=500, 18-34-year-olds) | 3Fullscreen TBH, COVID-19! We Have a COVID-19 (Survey)!, (N=502, 18-34-year-olds)

Being limited to dating apps

isn’t discouraging singles

from looking for love.

3 in 10 are more motivated to meet someone online right now1

1 in 10 say the top reason they’re currently using apps is that they want to keep looking for love, even if they can't meet IRL yet1

While being intimate IRL with

a person you don’t live with is

strongly advised against right

now, people are getting creative

to meet their needs instead of

shutting down that part of their

life completely. Among singles:

25% watching porn more1

24% engaging in self-pleasure more1

13% having phone/video/text

sex more1

singles are interested in

having a virtual date1 and

doing activities such as…

36% video chat1

25% streaming a movie/TV show virtually “together”1

19% having a meal/cooking virtually “together”1

8 in 10

VIRTUAL DATE NIGHT GETTING INTIMATE THE SEARCH IS STILL ON

LOVE IS ONLINELOVE IS ONLINE, NOT ON PAUSE