New Comscore Research Reveals Majority of UK Online Dating Users are not Digital Natives

Comscore's latest report highlights the prevalence of online dating in the UK, with 1 in 6 internet users aged 18+ visiting a dating site or app in June 2019. By leveraging rich first party data Comscore has been able to review the demographics of online daters, their channel preferences and online behaviour when it comes to dating. But surprisingly, the report showed that the majority of visitors fall into the Generation X, Baby Boomer or older demographic categories. Comscore's latest report...

Comscore's latest report highlights the prevalence of online dating in the UK, with 1 in 6 internet users aged 18+ visiting a dating site or app in June 2019. By leveraging rich first party data Comscore has been able to review the demographics of online daters, their channel preferences and online behaviour when it comes to dating. But surprisingly, the report showed that the majority of visitors fall into the Generation X, Baby Boomer or older demographic categories.

"The report examines large-scale UK panel and census data to quantify behavioural shifts that are shaping the love lives of UK consumers," said Guido Fambach, Executive Vice President at Comscore. "The report debunks a few misconceptions, such as online dating being the preserve of a younger audience - a misconception that could only be dispelled by collecting and analysing vast amounts of data from all over the UK. Both aspiring online daters and online dating service providers will find a lot to love about this report."

The report covers:

To download a copy of Comscore's 2019 "Online Dating in the UK" report please visit www.comscore.com/online-dating-UK.

About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behaviour and make business decisions with confidence. A proven leader in measuring digital and set-top box audiences and advertising at scale, Comscore is the industry's emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more about Comscore, please visit Comscore.com.

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