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AARP DIVES INTO THE 50+ DATING POOL WITH LAUNCH OF “AARP DATING” WEBSITE POWERED BY HOWABOUTWE,
NEW RESOURCES AND CONTENT
Aimed at Helping 50+ America Build Relationships, AARP Also Debuts New Dating Channel on www.aarp.org, Expands Dating Content, Hires New Dating Experts
and Releases New Survey on Online Dating at 50+
Washington (December 3, 2012) – For Americans age 50+ looking to get back into the dating scene, AARP today announced it has launched AARP Dating powered by HowAboutWe. This new service gives older adults a chance to date in a way that resonates with what they know: going out on dates. Debuting with AARP’s dating service is a new dating content channel on the AARP website (www.aarp.org) that provides visitors with tools, resources, and expert advice on modern dating and relationships, including two new dating experts. Coinciding with its new online offerings, AARP is also releasing the results of a new survey of 1,000 adults age 50+ on this same topic that reinforces interest in dating from this demographic.
“More and more 50+ singles are using Internet dating sites and we want to provide a comfortable environment for them to get out and take a chance on love again or go on fun dates,” said Myrna Blyth, editorial director of AARP’s media division. “Now, not only are we delivering a new place to meet people with our new dating service, but we’re also supporting people on their journey with a robust offering of expert advice, useful articles and even an online singles community where they can connect with each other and share their own experiences and advice.”
AARP Dating offers a new way for older Americans to connect with others through the trusted AARP network and is specifically geared towards this audience. The AARP Dating site can be accessed at dating.aarp.org and gives visitors to the site an exclusive 7-day free trial, plus a 50% discount for AARP members who choose to subscribe to the monthly service. After creating a profile on AARP Dating, members will say "How about we..." and post an idea for a date they want to go on. AARP Dating will also allow users to browse nearby date ideas and message other members.
AARP chose to develop this new site with HowAboutWe because of their experience-based approach to online dating, which is completely aligned with AARP’s social mission, encouraging people to meet in person and enjoy activities together.
“HowAboutWe is designed to get people offline, on real dates,” says Brian Schechter, co-founder and co-CEO of HowAboutWe.com. “We’re excited to work with AARP to provide those 50+ a modern way to experience the fun of dating again.”
Added Blyth, “Many older Americans are active, outgoing and excited about meeting new people and trying new things, so this is perfect for them, as well as those that may face isolation and/or are looking for companionship.”
In addition to the various articles, tips and resources available to the visitors of www.aarp.org, users also get advice from dating experts Ken Solin and Nancy Kelton from a “he said, she said” point of view. Both will contribute regular articles to the AARP Dating channel and interact with members of AARP’s online singles community.
AARP Online Dating Survey
Various studies have found that older adults are the fastest growing segment of online-dating services and the results from a new AARP online dating survey of adults age 50+ show that older Americans are not only open to dating online, but they’re looking for a serious relationship (48%) and friendship/companionship (26%); 14% of respondents say they are using online dating for casual dating.
AARP conducted an online survey of 1,000 single adults age 50+ over a five day period in October 2012 to gauge their views on dating and see what’s driving them to or away from online dating. The following are results from this survey:
The top three reasons why people over 50 have tried an online dating site are:
- They are able to meet a broader range of people (23%)
- There is no pressure/they don’t have to reply or talk to people they don’t want to (20%)
- A friend recommended it (14%)
Of note, women are significantly more likely to try online dating based on a recommendation from a friend as compared to men (18% vs. 9%); and men say they ‘don’t have time to go out and meet people the traditional way’ as one of the top three reasons why they use online dating sites (14%) versus a friend recommended it (9%). Additionally, significantly more men (12%) try it because it seemed like it would be fun as compared to women (7%).
Differences by age:
- Those age 50-59 are looking for a serious relationship compared to those age 60-69 (53% vs. 43%).
- Those 60-69 want friendship/companionship versus those 50-59 (34% vs. 20%).
The survey also found that men are significantly more likely to say that online dating does not fit their lifestyle compared to women (27% vs. 13%), and women are significantly more likely to say it is too risky to talk to strangers online compared to men (16% vs. 7%).
The complete survey results can be found online at http://www.aarp.org/home-family/dating/info-12-2012/online-dating-sites-survey.html.
AARP is a nonprofit, nonpartisan organization, with a membership of more than 37 million, that helps people 50+ have independence, choice and control in ways that are beneficial to them and society as a whole. AARP does not endorse candidates for public office or make contributions to either political campaigns or candidates. We produce AARP The Magazine, the definitive voice for Americans 50+ and the world's largest-circulation magazine; AARP Bulletin, the go-to news source for the 50+ audience; www.aarp.org; AARP VIVA, a bilingual lifestyle multimedia platform addressing the interests and needs of Hispanic Americans; and national television and radio programming. The AARP Foundation is an affiliated charity that provides security, protection, and empowerment to older persons in need with support from thousands of volunteers, donors, and sponsors. AARP has staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands. Learn more at www.aarp.org.