Men See Mobile Devices as a Relationship Builder, Women see them as a Relationship Disruptor
SAN FRANCISCO, CA – April 5, 2018 — Fetch, the global mobile-first agency, part of Dentsu Aegis Network, today released the findings of a study called “Love in the Mobile Era,” which explores the relationship between couples and their mobile devices. In conjunction with research firm Toluna, the study polled over 3,000 Americans currently in romantic relationships and gathered insight on the differences between men and women across behavior and transactions on mobile.
Mobile phones aren’t getting in the way of romance. More than 61% of men find that their mobile devices help them feel closer to their significant other, but only 45% of women feel the same way. The same holds true for gift buying: nearly 60% of men have purchased last-minute gifts for their partner on a mobile device, but only 36% of women have done the same.
“Mobile devices are finding their way into all aspects of our lives, including romantic relationships,” said Jonathan Liew, Strategy Director at Fetch. “With access to individual data, it’s important for us to see the connections between mobile users and how they interact on a daily basis both on and off their devices.”
The report also finds that nearly half of men are spending at least a quarter of “date night” on a mobile device compared to 25% of women. To that end, 49% of women complain about their significant other’s screen time while out on a date, while only 29% of men complain.
Other key findings of the report include:
- Couples are spending 4% more time on their mobile devices when they are out alone compared to when they are out with other couples.
- 70% of couples are sharing images of their significant others on social media, with men sharing slightly more than women.
- 51% of men have booked reservations (restaurants, hotels, travel) on mobile devices, while only 22% of women have.
“It’s clear that men are using mobile devices more frequently than women, and they are using them as a way to strengthen their relationships in a more meaningful and convenient way,” said Liew.
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DiGennaro Communications for Fetch