A ground-breaking research study conducted by Carat USA, Tango Media, and Yahoo! Personals reveals that the "love stage" a woman is in - single, dating, engaged, married, or starting over - greatly affects her consumer behavior, from media consumption to purchasing decisions.
The national study yielded several results:
• 35% of women who are single and looking or who are dating non-exclusively use online dating services (approximately twice as much as meeting people on blind dates).
• Women in stable relationships are most attached to television, while women who are single or dating are most attached to the Internet.
• Women in "transition" love stages are two to three times more likely to visit social networking websites than women in stable relationships (those who are married or not looking).
• Women who date are more "cell phone-centric" than those who are not dating. They think cell phones entertain (35% more than average); provide company (36% more than average); and make traveling less boring (20% more than average).
• Most women use the Internet throughout the day, with the highest usage taking place in the evening. However, women who are "single and looking" are more likely to go online in the evenings, more likely to go online on the weekends; and more likely to send emails at least once a day than the other "love stage" groups.
• 25% of women who are dating (either exclusively or non-exclusively) use self-improvement tapes, seminars, courses or buy books monthly or more often. This is 50% more than women in all other "love stages."
General trends for all love stages:
• For relationship advice, women turn to the Internet or Magazines
• 75% of women play games online
• Radio is considered the best medium (57% of women) to make travel enjoyable
• 53% of women go online to seek information about personal growth and spiritual/emotional development
• 72% of women use TV to provide company when they are alone
Below are the seven principal love stages the study analyzed along with sample consumer behaviors characteristic of each:
"The Independent" Single and Not Looking - She has ambitions for financial success, but is the most thrifty in her spending habits. Spends more modestly (30% lower than average) in all areas (clothing, accessories, cosmetics, home).
"The Communicator" Single and Looking - She is open to all ways of meeting new people, not just dating. Four times more likely than average to go to social networking sites. Spends more on clothing (23% more than average) and shoes (17% more than average).
"The Doer" Non-exclusive Dating - She has extreme interest (40% more than average) in self-improvement, physically and emotionally. Two times more likely to seek therapy and 56% more likely to pamper herself at a spa.
"The Anticipator" Exclusively Dating One Person - She favors going to bars/clubs/social events (68% more than average) as ways to meet people. She goes to her place of worship 40% less than average. More discontent with her job, with a 24% higher intention to change jobs in the next 12 months.
"The Practical Romantic" Engaged to be Married - She will turn to the media for information, not entertainment or relaxation. If co-habitating with her fiancé, they combine banks accounts 58% of the time, but credit cards only 36% of the time. She spends 20% more than average on kitchen, bath and home products.
"The Juggler" Married - She is generally content with herself. She seeks therapy 22% less than average. She visits her place of worship more than any other group (17% more than average).
"The Re-Nester" Starting Over/Breaking Up - She is satisfied with her looks, and thinks about dieting just a bit more than average. Has a 29% higher intention to change jobs in the next 12 months. Only buys kitchen, bath and home products more than average.
