Australia’s largest youth-focused publisher, Pedestrian Group, has released the findings of a network-wide reader survey conducted with a view of understanding how COVID-19 is impacting the love, sex and dating lives of young Aussies.

The survey collected data from just under 7,000 respondents across all six Pedestrian Group sites – PEDESTRIAN.TV, Business Insider, POPSUGAR, Gizmodo, Kotaku and Lifehacker – with more than 70% falling in the 18 to 34-year-old demographic.

Called ‘LOVE IN THE TIME OF COVID: Getting to the (surprising) heart of young Aussies’ relationships in the midst of a global pandemic’, the newest Pedestrian Group research piece was shared with the market via a special Zoom event on Thursday, October 29, from 10am to 11am.

Some of the key findings specific to 18 to 34-year-old respondents include:

• COVID-19 has impacted singles and couples very differently; 66% of all single respondents say they’re feeling more lonely than usual as a result of COVID-19, while 54% of coupled-up respondents say they’re more in love with their partner now than they were pre-pandemic
• 50% of all single respondents say they’ve stopped dating during COVID-19, and the reasons why have far more to do with their mental health than any physical restrictions (51% of singles say they’re not in the right emotional and mental headspace to date right now)
• Relationships between 6 months and 3 years in length are at the greatest risk of both added stress due to the pandemic and a partner considering ending things as a result
• 40% of couples are arguing about being too busy for ‘quality time’, even though they are spending more time together than ever before. The majority are also having sex less frequently than they did before COVID-19

The study also yielded interesting insights on the role dating apps play versus old fashioned methods in finding a partner, and on modern dating etiquette.

Vanessa Lawrence, Publisher of Pedestrian Group, says: “The insights from our regular readers surveys are just as valuable to informing content across our six sites as they are to agencies and clients. There was a lot about these particular findings that surprised us – particularly the real difference in impact COVID has had on singles vs. couples. We’ve been hearing a lot about COVID wreaking havoc on many relationships but that’s actually not the case, or at least not the experience of our readers – in fact, it’s singles who are on the down and out.”

Rachel Tikey, Commercial Director of Pedestrian Group, says: “This fascinating data provides clear opportunities for brands to improve the sex, love and dating lives of young Aussies, whether that’s by helping couples who are feeling the pinch mark out quality time or giving disenchanted singles the tools and self-confidence to get out of their self-imposed dating ruts.”

About Pedestrian Group

Pedestrian Group is Australia’s leading youth-centred publisher, reaching a unique audience of more than 4.2 million Aussies per month*. It’s home to PEDESTRIAN.TV, Business Insider Australia, Lifehacker, Gizmodo, Kotaku and PopSugar, as well as the American Express Open Air Cinemas. It’s wholly owned by Nine, Australia’s largest and most diverse media company.

*Nielsen Digital Content Ratings, Monthly Tagged, September 2020, All Brands, Text, People 2+, Census

For media enquiries or interviews please contact:
Adrian Motte, Communications Manager, Nine
amotte@nine.com.au

Thursday, October 29, 2020