UK digital dating trend report

Over a third of British adults (34%) say they have or know someone who has been on a date where there was no spark. One in six of us (17%) say that they know of a date where the person from a dating app/website didn’t look like their photo. This indicates that a significant proportion of digital daters do not have realistic photos on their profiles.

Out of all British women, 45% find it an appealing opportunity to rate authenticity following a date. Looking just at millennial women, this figure rises to well over half.

Men do not appear to be as welcoming to the idea of being rated by their female dates. This may be due to the fact that change is needed, as revealed in our female data and insights. Men may not wish to admit this. When questioned on how they would change their behaviour online if women could rate them, less than half (47%) of heterosexual British men said they would not change their behaviours.

Of those men that would adapt their behaviour in light of being rated, almost a third (31%) said they would be more likely to use an accurate and current photo on their dating profiles and they would be more honest about their physical appearance. Which could imply that a third of men embellish their six packs when compile their profiles!

Let’s specifically look at millennials in digital dating…

We asked millennial women what they think about the idea of rating a man after a date:

  • Over half (56%) find the idea of rating whether a picture was accurate to the man in real-life appealing

We asked millennial men what they would do differently if they knew they were being rated:

  • 41% said they would use the most accurate and current photos on their profiles

  • Nearly a fifth (18%) said that they would be more likely to pick up the bill on a date

  • 41% agreed that they would be honest about their physical appearance (height and weight)

  • One third of millennial men (32%) would be honest about what they were looking for from the start (relationship, hook up, casual friendship etc)

  • 28% would make a conscious effort with their manners

  • Only 4% would decide to bring a gift (flowers, chocolate) if they knew they were being rated

What do millennial women think about digital dating?

How do millennial men measure up? We asked women aged 18-34 about their most common dating disasters and hurdles:

  • A third (33%) have endured an uncomfortable date with awkward silences or inappropriate questions

  • 15% of women have been let down by a date’s sexual performance

  • Nearly one in ten women (9%) have been left to pay the bill

  • 14% of women have been stood up on a date

  • A fifth of women (19%) have experienced a date having bad manners

  • A quarter of women (24%) have disagreed on important personal issues such as political persuasion or vegetarianism and diet choices

  • Almost a fifth of women (18%) have been on a date where a man has lied about his physical appearance beforehand

  • Nearly a tenth of women (9%) have experienced a date being too drunk

  • 9% of women have been on a date and witnessed the man they are with eyeing up another woman

  • And worst of all, almost half of women (49%) have been let down by a lack of chemistry or spark with their date

Data for this report was collected from a representative sample of 2,000 UK respondents. Research conducted by YouGov, 26 to 29 January 2018. Full data breakdowns and further insights available from Mash.

About Once Launched in October 2015 (2016 in the UK), Once is a slow dating app that focuses on quality over quantity by picking the perfect matches for you every day at noon! With more than six million users in seven countries, and nine million dollars raised to date, Once is the clear leader of serious mobile dating in Europe. Because finding true love takes time, Once offers meaningful matches in a world of countless swipes.

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