Social Media Gives New Dynamic to Relationships, Love, Says U.S. Study

NEW YORK, Feb. 14, 2011 /PRNewswire/ -- Is social media redefining how we find love? That's the theme of a study released today by Euro RSCG Worldwide, the world's largest advertising agency by number of global accounts. The study reports on the impact social media has had on everything from the definition and ease of cheating to the wide-spread acceptance of flirting and finding love online.

For "Love (and Sex) in the Age of Social Media," Euro RSCG surveyed 1,000 respondents in the United States to explore how the digital world, specifically social media, has affected their lives in the areas of love and romance. The survey tackles new realities in love; including the impact social media has on fidelity, the search for which generation is most actively using online connections to find love and the question of whether old-fashioned matchmaking will be a job of the past.

"We used to meet in bars, and restaurants, we now meet on Facebook and Twitter," said David Jones, global CEO of Havas Worldwide and Euro RSCG Worldwide.  "Social media hasn't replaced but has enhanced real world relationships making them faster, more transparent and more authentic."

Highlights of the study include:

Social Media is the Catalyst for Finding Love… Fast. All specialist matchmaker sites have a role in leading to a relationship, but general social networking sites such as Facebook are by far the most promising places to find love, especially for young respondents. The speed at which this is happening is unprecedented.

Romance Really Can Exist Online, but People Want More. Although more than one-third of Americans believe it's possible to have a romantic relationship online, more women than men still need a physical connection to make it work for them.

Flirting online is the new norm. More men than women risk flirting online, with a substantial 39 percent of men saying they've flirted online, compared with a more modest 23 percent of women.

To Cheat, or Not to Cheat. More than half of Americans think the Internet has made it easier for people to cheat on their partners. A strikingly high portion of the overall sample (31 percent) knows somebody whose relationship ended because of his or her actions online.

Online or Offline…It's Cheating. A great majority of Americans disagree that "having a strongly sexual relationship online doesn't count as cheating on your partner."

Take the Pressure Off. Nearly a third of women and men say online relationships can take the pressure off face-to-face relationships.

The Young Lead the Way. For Gen Y, it's all about checking out the full range of who's available, playing the field, trying out partners and maybe hoping to find "the one" for a serious relationship. This is going to have a major impact on the way this generation approaches everything from business relationships to love.

Age Is Just a Number. For older people who might not feel like cruising singles bars or be ready for senior speed dating, online services will be a new lease on romantic life.

Visit eurorscg.com to view the full white paper, and follow the conversation on Twitter via #digitallove

About Euro RSCG Worldwide Euro RSCG Worldwide is a leading integrated marketing communications agency and was the first agency to be named Global Agency of the Year by both Advertising Age and Campaign in the same year. Euro RSCG is made up of 233 offices in 75 countries and provides advertising, marketing, corporate communications and digital and social media solutions to clients including Air France, BNP Paribas, Charles Schwab, Citigroup, Danone Group, Heineken USA, IBM, Jaguar, Kraft Foods, Lacoste, L'Oreal, Merck, PSA Peugeot Citroen, Reckitt Benckiser, sanofi-aventis and Volvo. Euro RSCG Worldwide is the largest unit of Havas, a world leader in communications (Euronext: HAV.PA) (Paris: HAV.PA).

SOURCE Euro RSCG Worldwide