With Valentine’s Day lingering just a couple of weeks away, we at HER were curious about how our users felt about the day of love and what their overall vibe on relationships is.
About our data: We ran two surveys with our users in mid and late January with a total sample size of 2,442 participants.
The results: Our results paint a surprisingly sweet picture around attitudes towards love, non-monogamy and of course Valentine’s Day.
Valentine’s Day Data Report – The goodies
- Gen Z Loves LOVE! Of the 18-24-year-olds surveyed 39% said their favorite thing about Valentine’s Day was Love–making them the most romantic queer gen interviewed.
- Valentine’s Day for single queers represents an idyllic relationship goal with 83% of participants saying they want to spend the day with a date or significant other.
- Spending VDAY with a partner is a HIGH priority for 18-24 year-olds – 3 points higher than any other generation
- Divorced queers are on the prowl! Especially the 35+ age group on HER who were surveyed (19% of 35+ aged folks surveyed are divorced)
- Queers are collecting partners like they collect Pokemon cards as they get older–with 19% of the 35+ age group identifying as non-monogamous (compared to GenZ at 10% and millennials at 14%)
- Almost ⅓ of users surveyed would be ‘open to either’ monogamy or non-monogamy in their next relationship
- All three age groups basically showed equal interest
- GenZ is more optimistic about nonmonogamy, even though they have tried it less than other age groups – Less than 14% of GenZ participants surveyed have tried nonmonogamy, with 49% stating that they are open to trying it.
- All generations agree that non-monogamy feels queer, not straight
- All generations agree that non-monogamous people are better communicators, but that doesn’t make them better partners
- Polyamory was the most explored form of non-monogamy that we asked users about. (And more likely to have been tried by the time you’re 30)
- Monogamish is losing visibility with younger generations, perhaps “situationship” is taking over?
- Date night is popular at any age, and one of the most popular forms of Valentine’s Day quality time. 37% of GenZ users surveyed are eager to go out on the 14th.
- Compared to pre-pandemic: People are already solidifying plans for where they want to go / what they want to do multiple weeks out from VDAY (versus a few days before)
- ⅓ of survey respondents are keen to stay home and celebrate this year
- Even though most folks on HER are currently seeking partners, attitudes towards Valentine’s Day are very positive: 45.6% of 18-24 people commented positively, similar with Millenials. It was the 35+ folks have less positive views on the day.
Conclusions
Queers are excited to spend this Valentine’s Day with a partner or date and have already started planning. This is THE most important thing to GenZ who are just a bunch of optimistic softies and love celebrating love. More people than ever before are potentially interested in their next relationship being non-monogamous, with GenZ being the most willing without having tried it. The queers agree that non-monogamy is more of an “us thing”, not a straight thing, with almost 20% of the 35+ age group identifying as non-monogamous.
