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‘Love Island effect’ as new study reveals we’re constantly looking for better partners

  • New report from Havas reveals secrets of love in the digital age
  • 39% of us admit we’re keeping an eye out for a better partner
  • 64% say dating apps have made them more selective in who to date
  • 47% say social media means it’s impossible to forget exes

Red Havas today (16 July) reveals the results of its second annual study into love in the digital age – and it shows social media has transformed Britain into its very own ‘Love Island’.

The PR agency’s study of more than 17,000 across the globe shows the true effect of social media and apps on dating, and the UK is at the forefront of a cultural shift which has seen ‘Tinderella Syndrome’ which describes how people are more interested in finding a ‘match’ on a social dating app for their own validation, rather than actually meeting the person they matched with.

UK millennials are also adopting a Love Island-style recoupling outlook on relationships, with 30% of UK men and almost 40% of UK women admitting they are constantly wondering if they can find a better partner while in a relationship.

And in a blow for Amy from Love Island who may try to avoid all signs of Curtis, 41% of Brits said that social media makes it almost impossible to forget about their previous relationships.

Nigel Hughes, managing director of Red Havas UK, commented: “The digital revolution means that young Brits are now more interested in the chase than the catch. Over half said that they find it easier to break up with people via social media and 30% claimed they’d like a digital dating coach for them to ‘up their games’.

“Not only that but the Love Island style constant evaluation of relationships has led to more than a quarter of people wanting an app to rate their partners. These results show that technology has transformed not just the process of finding partners, but people’s expectations of what a partner should be and why they seek them.”

The Red Havas report, powered by the Havas Prosumer research network, also revealed that 34% of millennials would like a DNA match analysis for prospective partners, while 54% claimed that artificial intelligence may make it harder for them to support human imperfections.

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Red Havas UK