The economic contribution of dating: A European analysis · The economic contribution of dating: A European analysis On behalf of MeeticGroup, January 2015

The economic contribution of dating: A European analysis On behalf of MeeticGroup, January 2015

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© Centre for Economics and Business Research

Disclaimer

This report was researched and written by Julia Heilig, a senior economist at the Centre for Economics and Business Research (Cebr).

Whilst every effort has been made to ensure the accuracy of the material in this document, neither Centre for Economics and

Business Research Ltd nor the report’s authors will be liable for any loss or damages incurred through the use of the report.

Authorship and acknowledgements

This report has been produced by Cebr, an independent economics and business research consultancy established in 1992.

The views expressed herein are those of the authors only and are based upon independent research by them.

London, January 2015

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Contents

Introduction and executive summary 4

The economic contribution of dating in Germany 6

The economic contribution of dating in Italy 8

The economic contribution of dating in the United Kingdom 10

The economic contribution of dating in France 12

The economic contribution of dating in Spain 14

The economic contribution of dating in the Netherlands 16

The economic contribution of dating in Denmark 18

Dating demographics 20

The economic contribution of dating 22

Spending on different dating-related activities 23

Individual spending on different dating-related activities 24

Conclusion 25

Appendix I: Country data 26

Appendix II: Dating demography and date-related spending 36

Appendix III: Primary data sources 38

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Introduction and executive summary

This report, produced by Cebr on behalf of MeeticGroup, examines the economic contribution of dating in Europe. It makes comparisons across six European countries over the period 2013 to 2014. The countries of interest are: Germany, France, UK, Spain, Italy, and the Netherlands. In addition, data for Denmark are analysed only for 2014.

In these six European countries (excluding Denmark) there were 30.9 million single people in 2014 who went on dates at least once every six months. They are referred to as “active daters”. In 2013, the combined total number of dates in the six countries was 581 million, which equates to 1,106 dates per minute. In 2014, active daters went on a combined total of 691 million dates, equivalent to 1,316 dates each minute.

This dating activity has significant economic impact, especially on the consumer market. The report aims to estimate and compare the economic contribution of dating to consumer spending across the six economies for the years 2013 and 2014. For 2014 the report also includes Denmark. It analyses the trends at the country level, as well as by active dater. For each of the countries, the report estimates how much was spent in total on different date-related activities in 2013 and 2014 (such as going to restaurants and entertainment). It will also look at how much was spent on the different activities by the typical active dater in each country, comparing the two years. The findings are based on an economic analysis of the TNS Lovegeist 2014 and 2015 survey, which sampled around 4,500 active daters in the 2014 survey and just over 3,000 active daters in the 2015 survey throughout the six European countries. For the UK a YouGov survey was conducted. These surveys have been supplemented with official statistics on the adult population and consumer spending in each country.

Cebr found that the most significant changes from 2013 to 2014 across the six countries were the following:

In 2013, there were 28.5 million active daters in the six countries, who went on a combined total of around 581 million dates. The numbers of active daters increased by around 2.3 million people in 2014. The 30.9 million active daters across the six countries went on a combined total of 691 million dates in 2014. This suggests that overall dating activity in terms of number of dates per year in the six countries increased by about 19% from 2013 to 2014.

Some €17.9 billion was spent on dating and on related activities in the six countries in 2013. This means that €3.09 out of every € 1000 consumer spending was devoted to dating in 2013. In 2014, annual consumer spending on dates increased by €4.3 billion. All six countries saw increases between 2013 and 2014, but most notably Germany and Italy. With €22.3 billion being spent on dates in 2014, around €3.92 out of every €1,000 of consumer spending was devoted to dating in 2014.

In both 2013 and 2014 active daters spent most on entertainment, bars, pubs and restaurants, followed by spending on clothing, hairdresser/beauty and cosmetics, spending on gifts and finally spending on contraception.

Daters spent a total of €10.6 billion on entertainment, bars, pubs and restaurants in 2013, which increased to €13 billion in 2014. €4.5 billion was spent in 2013 on clothing, cosmetics and hairdressers/beauty by active daters – this increased by €1.3 billion in 2014. In 2013, €1.1 billion was

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spent on gifts, which increased to €1.4 billion in 2014. Spending on contraception was only €662 million in 2013; but it increased by 27% in 2014.

Spending per date varied significantly across the six countries:

Active daters in the six countries spent very different amounts per date in 2013 - ranging from around £97 (€121) in the UK to €51 in Germany. In 2014, the variation in spending per date across the six countries was even larger – with the difference between the highest and the lowest spending per date reaching €106 in 2014 (as compared to just € 70 in 2013).

Spending on dates is related to overall economic prosperity. People in countries with higher GDP per capita (as measured in terms of the GDP per capita based on purchasing power parity) tended to have more expensive dates.

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The economic contribution of dating in Germany

Dating demographics

In 2013 Germany had around 7 million active daters. This increased to 7.6 million in 2014. These active daters went on a combined total of 167 million dates in 2014 – which is around 44 million more dates than in 2013. This increase in the number of dates in a year has been one of the largest compared to the other European countries.

Figure 1 Dating demographics in Germany

The contribution of dating

Germany’s annual consumer spending on dating increased from 2013 to 2014 by €1.3 billion – from €3.2 billion to €4.5 billion. In 2014 €2.80 out of every €1,000 of consumer spending was devoted to dating. In comparison, only €2.01 out of every €1,000 of consumer spending was devoted to dating in 2013.

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Spending on different dating-related activities

Total spending on entertainment and going out to bars, restaurants and pubs for dates in Germany in 2014 was €2.6 billion, an increase from around €600 million in 2013. Spending on clothing, hairdresser/beauty and cosmetics has increased by €430 million from 2013 to 2014 – total spending in 2014 was €1.2 billion. Spending on contraception in Germany roughly doubled from 2013 to 2014 to €186 million. Spending on gifts was €145 million in 2013 and increased to €243 million in 2014.

Figure 2 Spending on dating related activities in Germany

Individual spending on different dating-related activities

In Germany individual average spending on entertainment, bars, pubs and restaurants a year increased from €285 in 2013 to €342 in 2014. Spending on clothing, cosmetics and hairdressers / beauty increased by 43% from 2013 to 2014. An even larger growth was in individual spending on contraceptives, which increased by around 79% from 2013 to 2014. In Germany individual spending per year on gifts was €32 in 2014 compared to €21 in 2013.

Figure 3 Spending on dating related activities by the typical German dater per year

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The economic contribution of dating in Italy

Dating demographics

In 2013 the highest numbers of active daters were in Italy, compared with the other five European countries – 7.7 million people in 2013.This high figure is due to the relatively large population of Italy and comparatively high proportion of Italians who went on dates. In 2013, Italians had a combined total of 196 million dates. In 2014, the number of active daters increased by 13% to 8.7 million. In 2014, each dater typically had 25 dates – the same number as in 2013. Due to the larger number of people dating, active daters in Italy went on around 22 million more dates in 2014 than in the previous year.

Figure 4 Dating demographics in Italy


Out of all the countries examined, Italy had the highest proportion of consumer spending due to dating in 2013 – €5.66 out of every €1,000 of consumer spending was devoted to dating. Italy’s consumer spending on dates increased to €6.93 out of every €1,000 in 2014, thus Italy still ranked highest in 2014 among all countries analysed. Annual consumer spending on dates increased from €5.4 billion in 2013 to €6.5 billion in 2014. In comparison to the other five European countries, Italy had one of the largest increases in annual consumer spending on dating.

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Total spending on entertainment or going out to bars, restaurants and pubs for dates in 2014 was €3.7 billion, an increase of around €1 billion compared to 2013. Thus, Italy has seen the largest increase in this dating related activity compared to the other European countries analysed. Spending on clothing, hairdresser/beauty and cosmetics saw growth of €141 million from 2013 to 2014 – to a total of €1.8 billion.

Figure 5 Spending on dating related activities in Italy


Individual average spending on entertainment, bars, pubs and restaurants a year increased from €358 in 2013 to €424 in 2014. Spending on clothing, cosmetics and hairdresser/beauty, as well as individual spending on gifts declined by around 4%.

Figure 6 Spending on dating related activities by the typical Italian dater per year

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The economic contribution of dating in the United Kingdom

Dating demographics

In 2013, the number of active daters in the UK was 3.2 million. This decreased slightly to 3.1 million active daters in 2014. The number of dates per year for a typical dater in the UK remained constant at 22 dates per year. The total number of dates per year decreased from 69 million to 67 million from 2013 to 2014.

Figure 7 Dating demographics in the United Kingdom


In 2013, UK consumers spent £3.3 (€4.2) billion annually on dates. Annual consumer spending on dating related activities increased by around 20% from 2013 to 2014. Spending increased by around £673 (€835) million from 2013 to 2014 - UK consumers spent just over £4 (€5) billion in 2014.

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Compared to 2013 there was an increase in 2014 of around £203 (€250) million of total spending on entertainment or going out to bars, restaurants and pubs in the UK. Total spending on entertainment etc. in 2013 was around £2 (€2.5) billion and increased to £2.2 (€2.7) billion. Although spending on gifts compared to the other categories is a small dating related spending category in absolute terms, it has seen the largest percentage increase - of 46% - in the UK from 2013 to 2014. Spending on a gift for the date, which was £120 (€148) million in 2013 increased to £175 (€217) million in 2014.

Figure 8 Spending on dating related activities in the United Kingdom


In 2013, the UK was the country where daters had the highest spending per date: £98 (€121). Spending per date increased in 2014 to £120 (€149). Each dater spent around £630 (€782) per year on dating-related entertainment, bars, pubs and restaurants in 2013. This spending increased even further in 2014 to £712 (€883) per year. In terms of percentage increases, spending on gifts per dater per year increased 50% from 2013 to 2014.

Figure 9 Spending on dating related activities by the typical UK dater per year

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The economic contribution of dating in France

Dating demographics

Even though France’s population is larger than Italy’s, there were only 5.5 million active daters in France in 2013. The French went on a total of 92 million dates in 2013. The number of dates per year increased to 112 million in 2014. A typical French dater had 17 dates in 2013 and 19 dates in 2014.

Figure 10 Dating demographics in France


Annual consumer spending on dates in France increased only slightly by €21 million between 2013 and 2014. In comparison with Germany, Italy, Spain, the UK and the Netherlands, annual consumer spending on dates in France saw the smallest growth. In France spending only increased marginally from €2.03 (in 2013) to €2.06 (in 2014) out of every €1,000 being spent on dates.

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Spending on clothing etc. was the category with the highest increase from 2013 to 2014 – namely by €75 million. Total spending on entertainment or going out to bars, restaurants and pubs in France in 2014 remained stagnant between 2013 and 2014. Both total spending on contraception as well as total spending on gifts declined slightly from 2013 to 2014 – by €17 million and €21 million, respectively.

Figure 11 Spending on dating related activities in France


Compared to the other countries in the analysis the largest decrease in spending per date was in France: It decreased from €52 per date in 2013 to €44 in 2014. Individual average spending decreased for entertainment, bars, pubs and restaurants, contraceptives, and gifts per year (from 2013 to 2014). The only area where spending increased in 2014 was clothing, hairdresser/beauty and cosmetics – active daters were willing to spend €100 per year, compared to only €93 in the previous year.

Figure 12 Spending on dating related activities by the typical French dater per year

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The economic contribution of dating in Spain

Dating demographics

Spain had around 4.3 million active daters in 2014 – compared to 4.1 million in 2013. From the European countries in this analysis Spain had the smallest growth in active daters from 2013 to 2014. However, there was a strong increase in the total number of dates from 87 million in 2013 to 108 million in 2014. This means the individual daters must have had more frequent dates throughout the year. In fact, the number of dates per active dater per year increased from 21 (in 2013) to 25 (in 2014). Thus, Spanish daters in 2014 were as frequently dating as daters in Italy.

Figure 13 Dating demographics in Spain


In Spain the economic contribution of dating in 2013 was €2.4 million - this figure is almost the same as in France. In 2014 however, Spain outpaced France in terms of the economic contribution of dating to consumer spending. In Spain annual consumer spending on dates increased to €3.2 billion in 2014 – this is equivalent to a 30% increase in 2014 compared to the previous year.

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Spain saw an increase in total spending across all dating related activities from 2013 to 2014. Most notably was the increase in spending in entertainment or going out to bars, restaurants and pubs and clothing, hairdresser/beauty and cosmetics – an increase of €408 million and €244 million, respectively. Total spending on contraceptives and gifts saw only slight increases. In 2014, €161 million was spent in total on contraception in Spain and €180 million on gifts.

Figure 14 Spending on dating related activities in Spain


In Spain there was only a slight increase in spending from €55 per date in 2013 to €59 per date in 2014. Total spending per year per dater on clothing, hairdresser/beauty and cosmetics increased by 55% - from €96 in 2013 to €149 in 2014. From 2013 to 2014 spending on contraceptives increased by 37% - from €27 per dater per year to €38.

Figure 15 Spending on dating related activities by the typical Spanish dater per year

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The economic contribution of dating in the Netherlands

Dating demographics

In terms of population the Netherlands is the smallest country in our analysis. However, the country has seen the largest increase in the “intensity” of dating from 2013 to 2014 – with the number of dates for a typical dater increasing by around 4 dates a year. In 2013 the number of active daters in the Netherlands was around 1 million and increased to 1.3 million in 2014.

Figure 16 Dating demographics in the Netherlands


The economic contribution of dating in 2013 was €422 million. In 2014, consumer spending increased by €281 million. This was equivalent to a 67% increase. Thus, the Netherlands has had, by far, the largest increase in comparison with the other European countries in this analysis – however on a very low level of overall date-related spending.

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Dating consumers spent most on entertainment, bars, pubs and restaurant in 2014, namely €483 million – which is an increase of around 66% as compared to 2013. In the Netherlands spending on clothing, hairdresser/beauty and cosmetics even doubled - from €60 million in 2013 to €120 million in 2014. Contraceptives and gifts also saw an increase in spending in 2014 - as compared to 2013. Spending on contraceptives increased by €4 million and spending on gifts by €16 million.

Figure 17 Spending on dating related activities in the Netherlands


In the Netherlands €67 were spent for each date in 2013. This remained constant in 2014. However, there were shifts between spending categories: Spending on clothing, hairdresser/beauty and cosmetics increased most in percentage terms (62%) from 2013 to 2014 – daters spent €57 in the year 2013, and €93 in the year 2014. The second largest increase (of 35% between 2013 and 2014) was in the spending on entertainment, bars, pubs and restaurants. In 2014, daters in the Netherlands spent €375 a year on entertainment, bars, pubs and restaurant, which is €96 more than in the previous year.

Figure 18 Spending on dating related activities by the typical dater in the Netherlands per year

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The economic contribution of dating in Denmark

Dating demographics

In 2014 Denmark had around 350,000 active daters. The typical active dater went on 14 dates in 2014 –Danish active daters have slightly fewer number of dates as active daters from the Netherlands (where typical active daters went on 16 dates that year). However, the total number of dates in Denmark in 2014 was only 5 million – this is the lowest number of dates per year of all countries analysed.


Denmark had the lowest annual consumer spending in 2014 compared to Germany, Italy, France, Spain, the UK, and the Netherlands. The economic contribution of dating was only 1,255kr. (€168) million in 2014.


In 2014 Denmark had the highest spending on entertainment, bars, pubs and restaurants 873kr. (€117) million, followed by spending on clothing, hairdresser/beauty and cosmetics 231kr. (€31) million, then spending on gifts 53kr. (€7) million. On contraceptives Danish daters only spent 23kr. (3€) million.

Figure 19 Spending on dating related activities in Denmark

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In Denmark active daters spent around 499kr. (€67) per date in 2014. In 2014 a typical Danish dater spent most on entertainment, bars, pubs and restaurants 2487kr. (€334). The second most popular area for daters to spend money was on clothing, hairdresser/beauty and cosmetics, followed by gifts and contraception.

Figure 20 Spending on dating related activities by the typical Danish dater per year

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Dating demographics

Overall, there were around 28.5 million active daters across Germany, France, Spain, Italy, UK and the Netherlands in 2013. They went on a combined total of 581 million dates. This is equivalent to 1,106 dates every minute for the entire year 2013. These numbers increased for all countries - except in the UK. Italy had the largest number of active daters, as well as dates per year, for both 2013 and 2014. Data for Denmark for 2014 showed that it had the smallest number of active daters and they also went on fewer dates per year than active daters from the other six countries. Figure 1 and 2 details these numbers for each of the countries for the years 2013 and 2014.

In 2013, on average across the six European countries, 10% of the adult population were active daters – this increased to 11% in 2014. The largest increase in the number of active daters as a percentage of the adult population took place in Italy – from 15% of the adult population being active daters in 2013 to 17% in 2014 – equivalent to one in six adults. The UK was the only country in the European comparison where the percentage of active daters in the adult population has remained broadly stable from 2013 to 2014.

Across Germany, France, Spain, Italy, UK and the Netherlands there were 30.9 million active dates, who went on a combined 691 million dates in 2014.

Figure 21 Number of active daters (million) in 2013 and 2014

Source: Eurostat, Indexmundi and TNS (Lovegeist 2014/2015)

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Figure 22 Number of dates per year (million) in 2013 and 2014

Source: Eurostat, Indexmundi and TNS (Lovegeist 2014/2015)

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The economic contribution of dating

We now examine how spending on dating-related activities contributes to consumer spending. In 2013, people who went on dates in Germany, France, UK, Spain, Italy, and the Netherlands spent a total amount of €17.9 billion.

In 2014, the combined spending on dating in these six countries, increased by around €4.3 billion. This was largely due to the large increases in Germany (a €1.3 billion increase in annual consumer spending on dates from 2013 to 2014) as well as in Italy (a €1.2 billion increase in annual consumer spending on dates from 2013 to 2014) and the UK (a €833 million increase in annual consumer spending on dates from 2013 to 2014). Figure 3 displays Cebr’s estimates of the economic contribution of dating in each country for 2013 and 2014.

The ranking of the six countries with regards to annual consumer spending on dates remained the same for both 2013 and 2014. Not only have European daters become more active – as we can see from the annual number of dates increasing from 2013 to 2014 – but they also spend more in 2014 compared to 2013.

Figure 23 Annual consumer spending on dates in European countries, 2013 and 2014 (million euros)

Source: Eurostat, Indexmundi and TNS (Lovegeist 2014, Nov 2013)

The data in the graph are total annual spending estimates.

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In 2014, active daters across the six European countries of interest spent the following aggregated amounts:

€13 billion on entertainment or going out to bars, restaurants and pubs (up from €10.6 billion in 2013)

€5.8 billion on clothing, cosmetics and hairdresser/beauty (up from €4.5 billion in 2013)

€1.4 billion of gifts to be given during the date (up from €1.1 million in 2013)

€839 million on contraception (up from €662 million in 2013)

In the countries analysed people on a date in 2014 spent most on entertainment or going out to bars, restaurants and pubs in 2014 (see figure 4). This spending pattern is the same for all countries.

Figure 24 Total spending on different date-related activities in European countries, 2014 (million euros)


The data in the graph are total annual spending estimates.

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The report also details spending patterns on different date-related activities on an individual basis in the investigated countries (see Figure 5).

Across the six countries in this study, active daters on average spent more in 2014 than in 2013. The following amounts were spent per year:

€459 on average on entertainment or going out to bars, restaurants and pubs (up from €395 in 2013)

€198 on average on clothing, cosmetics and hairdressers/beauty (up from €150 in 2013)

€45 on average on gifts to be given during the date (up from €38 in 2013)

€27 on average on contraception (up from €23 in 2013)

Figure 25 Total spending on different date-related activities in European countries per individual dater per year, 2014 (euros)

Source: Eurostat, Indexmundi and TNS (Lovegeist 2015, Nov 2014) The data in the graph are total annual spending estimates.

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Conclusion

In 2013, there were 28.5 million singles actively dating in the six European countries of Germany, France, UK, Spain, Italy, and the Netherlands. They had a combined total of 581 million dates, making a significant contribution to their countries’ economies by spending a total amount of €17.9 billion.

In 2014, there were 30.9 million active daters in those six countries, which collectively had 691 million dates. The economic contributions of dating in the six countries for 2014 – in terms of annual consumer spending on dates – increased significantly to €22.3 billion.

A notable development has taken place in the UK: although the UK has been the only country in our European comparison where overall dating activity – in terms of active daters and dates per year –decline, spending never-the-less increased significantly. While the UK had fewer active daters, as well as fewer dates per year, each dater spent more on his or her date.

Not only has the number of active daters increased from 2013 to 2014 in Germany, Italy, France, Spain, and the Netherlands, but the search for love has become more intense. On average, in the six countries analysed active daters had more dates in 2014 than in 2013. They also spent more money on each date in 2014 than in 2013.

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Appendix I: Country data

This section presents data tables on the key dating statistics for each of the six countries for 2013 and 2014.

Germany 2013

Dating expenditure

Spend per active dater per year (euros)

Total national date-related spend per year (euros millions)

Breakdown of date-related spend

Transport 25.99 181 6%

Entertainment, Restaurants, Bars and Pubs

285.06 1,986 63%

Gifts 20.84 145 5%

Hairdressers/beauty salon 21.16 147 5%

Cosmetics 15.35 107 3%

Clothes 72.66 506 16%

Contraceptives 13.67 95 3%

Total spend per year 454.75 3,167

Spending on dates as % of all consumer spending

- 0.201%

Total spend per date (euros) 51.25

Dating population

Adult population (mil) 67.89 % of these are actively dating 0.10 Total number of dates per year

per capita

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Total number of dates per year (mil)

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Germany 2014

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341.66 2,599 58%

Gifts 31.97 243 5%


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Clothes 107.18 815 18%




- 0.280%


Dating population

Adult population (mil) 67.89 % of these are actively dating 11.2%

Total number of dates per year per capita 22

Total number of dates per year (mil) 167.32

Italy 2013

Dating expenditure






357.54 2,766 52%

Gifts 62.94 487 9%



Clothes 123.78 958 18%




- 0.566%


Dating population

Adult population (mil) 51.17

% of these are actively dating 0.15 Total number of dates per

year per capita 25

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Dating expenditure






424.41 3,696 57%

Gifts 60.62 528 8%



Clothes 114.55 998 15%




- 0.693%


Dating population




France 2013

Dating expenditure

Spend per active dater

per year (euros) Total national date-related

spend per year (euros millions) Breakdown of date-

related spend



268.62 1,485 62%

Gifts 34.65 191 8%



Clothes 51.26 283 12%

29





- 0.203%


Dating population

Adult population (mil) 51.17 % of these are actively dating 0.11 Total number of dates per

year per capita 17


92

France 2014

Dating expenditure






253.13 1,489 61%

Gifts 29.06 171 7%



Clothes 58.49 344 14%




- 0.206%


Dating population




30


Spain 2013

Dating expenditure




related spend



396.97 1,618 67%

Gifts 34.84 142 6%



Clothes 54.21 221 9%




- 0.399%


Dating population

Adult population (mil) 38.70 % of these are actively dating 0.11 Total number of dates per

year per capita 21


87

Spain 2014

Dating expenditure






474.85 2,026 64%

Gifts 42.24 180 6%



Clothes 86.33 368 12%




- 0.520%

31



Dating population

Adult population (mil) 39.01 % of these are actively

dating 10.9%



Netherlands 2013

Dating expenditure




related spend



278.40 290 69%

Gifts 26.04 27 6%


Cosmetics 8.32 9 2%

Clothes 34.70 36 9%


Total spend per year 404.80 422


- 0.153%

Total spend per date (euros)

66.64

Dating population


dating 0.08 Total number of dates per

year per capita 12


13

32


Netherlands 2014

Dating expenditure






374.55 483 69%

Gifts 33.30 43 6%



Clothes 58.88 76 11%


Total spend per year 545.92 704


- 0.257%


Dating population


dating 9.6%



UK 2013

Dating expenditure


per year (euros)


per year (pounds)

Total national date-related

spend per year (euros millions)


spend per year (pounds millions)


Transport 109.81 88.50 349.62 281.78 8%


781.95

630.22

2,489.71

2,006.62

59%

Gifts 46.58 37.55 148.32 119.54 4%

33


Hairdressers/beauty salon

76.53 61.68

243.67 196.39

6%

Cosmetics 38.60 31.11 122.90 99.05 3%

Clothes 216.28 174.32 688.64 555.02 16%

Contraceptives 44.92 36.20 143.03 115.27 3%

Total spend per year 1,314.67 1,059.58 4,185.89 3,373.68


-

0.332%


Total spend per date (pounds) 75.00

Dating population


dating 6.4%



UK 2014

Dating expenditure


per year (euros)


per year (pounds)


spend per year (euros millions)


spend per year (pounds millions)


Transport 137.34 110.69 426.24 343.54 8%


883.24 711.86

2,741.19 2,209.30

55%

Gifts 69.91 56.35 216.98 174.88 4%

Hairdressers/beauty salon

91.02 73.36

282.48 227.67

6%

Cosmetics 63.35 51.06 196.60 158.46 4%

Clothes 325.34 262.22 1,009.73 813.80 20%

Contraceptives 47.56 38.34 147.62 118.98 3%

Total spend per year 1,617.76 1,303.86 5,020.84 4,046.62

34



-

0.398%


Total spend per date (pounds) 120.16

Dating population


dating 6.1%



Denmark 2014

Dating expenditure


per year (euros)


per year (krone)


spend per year (euros

millions)


spend per year (krone

millions)

Breakdown of date-related

spend

Transport 28.69 213.88 10.08 75.11 6%


333.58 2,486.79

117.15 873.32

70%

Gifts 20.06 149.55 7.05 52.52 4%

Hairdressers/beauty salon 16.82 125.42 5.91 44.05 4%

Cosmetics 6.66 49.67 2.34 17.44 1%

Clothes 64.69 482.25 22.72 169.36 13%

Contraceptives 8.93 66.54 3.13 23.37 2%

Total spend per year 479.43 3,574.11 168.37 1,255.17


-

0.139%


Total spend per date (krone) 499.68

35


Dating population


dating 7.9%



36


Appendix II: Dating demography and date-related spending

This appendix details selected data on dating demography and date-related spending.

For 2013 and 2014, estimates on (i) active daters as a percentage of the adult population and (ii) average number of dates over the year by the typical average dater are summarised in Figure A1 and A2 below.

Figure 26 Detailed dating data for the six European countries, 2013


Figure 27 Detailed dating data for the European countries (including Denmark), 2014


0%

5%

10%

15%

20%

0

5

10

15

20

25

30

Italy UK Spain Germany France NetherlandsAverage number of dates over the year by the typical average dater

Active daters as a percentage of the adult population

0%

5%

10%

15%

20%

0

5

10

15

20

25

30

Spain Italy Germany UK France Netherlands Denmark

Average number of dates over the year by the typical average dater

Active daters as a percentage of the adult population

37


Figure 28 Spending on different dating-related activities per individual active dater in the six European countries, 2013 (euros)

Source: Eurostat, Indexmundi and TNS (Lovegeist 2014, Nov 2013). The data in the graph are total annual spending estimates.

Figure 29 Total spending per date (€) per individual active dater in European countries, 2013 and 2014

Source: Eurostat, Indexmundi and TNS (Lovegeist 2014/15, Nov 2013/14)

-

100

200

300

400

500

600

700

800

UK Spain Italy Germany Netherlands France





-

20

40

60

80

100

120

140

160

UK Netherlands Spain Italy France Germany

2013 2014

38


Appendix III: Primary data sources

World Bank, World Development Indicators, GDP per capita based on purchasing power parity (PPP)

Eurostat (2013, 2014), Final consumption expenditure of households and non-profit institutions serving households

TNS, Nov 2013, Lovegeist 2014

TNS, Nov 2014, Lovegeist 2015

Indexmundi.com (a database of country profiles)

World Population Prospects: The 2012 Revision, UN Population Division

YouGov Survey, Fieldwork dates: 4th - 10th June 2013

Methodology: The survey has been conducted using an online interview administered to members of the YouGov Plc GB panel of 350,000+ individuals who have agreed to take part in surveys. Emails are sent to panellists selected at random from the base sample. The e-mail invites them to take part in a survey and provides a generic survey link. Once a panel member clicks on the link they are sent to the survey that they are most required for, according to the sample definition and quotas. (The sample definition could be "GB adult population" or a subset such as "GB adult females"). Invitations to surveys don’t expire and respondents can be sent to any available survey. The responding sample is weighted to the profile of the sample definition to provide a representative reporting sample. The profile is normally derived from census data or, if not available from the census, from industry accepted data. YouGov plc make every effort to provide representative information. All results are based on a sample and are therefore subject to statistical errors normally associated with sample-based information.

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The economic contribution of dating: A European analysis · The economic contribution of dating: A European analysis On behalf of MeeticGroup, January 2015