Tech-Driven Changes in Dating Rituals and Traditions

Key takeaways

• In the 1950s, 50% of couples met through relatives or friends
• Since 2020, the Internet has been the main way people meet
• Technology supports the acceptance of untraditional relationships
• Dating app users have dropped since 2022  
• Gen Z is sick of apps, wants to meet IRL
• 50% of Gen Zers want to meet partners through friends
• Augmented reality offers virtual date spots
• AI-driven relationship coaches give personalized advice

In the 1950s, 25% of couples met through family members and another 25% through friends, according to a longitudinal study. Less common ways included a bar, at work, or in college. In the 60s, meeting a partner through friends took the top position with around 34%. A decade later, friends were still the main matchmakers. Less common ways of meeting were work, bar, and family, with 20% each.

People started meeting online in the 1980s, but fewer than 5% of couples developed relationships that way. By 2000, that percentage had reached 20%, second only to friends, who helped around 35% of couples meet.

In 2010, meeting online and through friends were even at 25% each. Since 2020, the Internet has been the main way people meet. Almost 50% of couples meet through dating apps and websites. 30% of US adults have used a dating site or app. 

Technology has also helped people accept nontraditional relationship models, such as polyamory or ethical non monogamy.

Some platforms are experimenting with AI-driven relationship coaches who provide personalized advice.

Is the heyday of dating apps over?

In 2016, 240.9 million people worldwide used dating apps. The number had reached 366 million by 2022. As of June 2024, 349 million people worldwide use them.

Gen X has had the most success with online dating. 72% of online daters between 43 and 58 report developing a relationship with someone they met online.

Not so for the youngest generation

Just 26% of online dating site users were 18 to 29 years old, according to Statista data at the end of 2023. 30 to 49-year-olds comprised 61% of users. Generation Z tends to feel dating apps only want to make money and don’t really care about the user experience. Users face “micro rejections” all the time, which impact their self-worth, self-esteem, and even mental health adversely.

According to Hinge’s February 2024 trends report, 95% of Gen Z on the app were afraid of getting rejected. More than 50% said they decided not to pursue potential relationships because they were worried about rejection.

Eventbrite’s 2024 summer dating report shows that more Gen Zers are inclined to go back to traditional ways of meeting people for the first time, like in real life. If this happens, we might come full circle. Almost 50% of Gen Z members want to meet potential partners through friends, and about 33% hope to meet someone incidentally.

The possibilities of dating traditions in the future

As technology advances, people can meet and interact virtually in lifelike environments. The growth of forums centered around fitness and other interests is influencing dating. As it’s easy to connect with people across the globe, there are more cross-cultural and long-distance relationships. Augmented reality offers interactive experiences like virtual date spots or games that couples can play from a distance.

Dating apps collect vast amounts of data on user habits, preferences, and interactions. This data optimizes matchmaking and user experiences, alleviating the partner search.