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The way people celebrate love on Valentine’s Day has evolved drastically: Study

Updated on: 12 February,2024 10:35 AM IST  |  Mumbai
mid-day online correspondent |

Ahead of Valentine’s Day 2024, a study conducted highlights the perspective of 15,000 dating individuals from across the country about how people celebrate the day of love in the present times, breaking the gender norms and all previously set patterns

The way people celebrate love on Valentine’s Day has evolved drastically: Study

Image for representational purposes only. Photo Courtesy: iStock

As Valentine's Day 2024 approaches, love is not just in the air but also thriving on dating apps. This year, after one of India’s online dating apps, QuackQuack surpassed 30 million users, it decided to conduct an exhaustive consumer study taking a closer look at the evolution of romance in the digital age. 
The app revealed that overtaking the Millennials, the GenZ demographic has taken the lead this year, and the evolving trends are just proof of it. However, love is not the only thing evolving this Valentine's Day; QuackQuack's data shows the evolving landscape of professions and interests of its users as well, with emerging roles in artificial intelligence, blockchain development, and digital content creation among male users, and teaching, healthcare, and data science emerging as burgeoning fields of interest among females. This milestone reflects the dynamic nature of modern relationships.

QuackQuack's Founder and CEO, Ravi Mittal, commented, "With 30 million users, on Valentine's Day 2024, we are excited to see the positive shift in the way dating individuals approach love. We saw more logins from female users than males, with women taking charge of not just V-day plans but their love lives in general; there has also been a 24 per cent surge in female users in the past year. We are seeing a flood of people from Tier 2 and 3 cities, and we strive to make dating more accessible to all."

In QuackQuack's latest consumer study, 15,000 dating individuals from across the country shared their perspectives on how people celebrate the day of love now, breaking the gender norms and all previously set patterns. The app's observation of the 1064 chats exchanged every minute shows that 33 per cent of women no longer prefer men to plan Valentine's Day alone. This shift signifies a broader change in how couples approach and celebrate this romantic occasion. Participants in the study come from Tiers 1, 2, and 3 Indian cities, ranging between 20 and 35 in age, most of them professionals in various fields and students. 

Collaborative plans
Traditionally, men were expected to take the lead in planning and executing romantic gestures on Valentine's Day. However, the study reveals a growing trend towards collaborative planning. 25 per cent of male users of QuackQuack confirmed that their partners take equal charge over the planning, some revealing that their partners do the planning to the last detail and even go as far as to surprise them.

No more one-size-fits-all celebrations
About 30 per cent of respondents over 25 years of age expressed dissatisfaction with traditional Valentine's Day gifts like teddy bears, and chocolates, finding them immature and wasteful. This highlights the need to focus on more personalised celebrations and gifting rather than following the generic path. Women from Tier 1 and 2 cities advocated for more personalised celebrations, challenging the one-size-fits-all approach. They emphasised the importance of thoughtful gestures tailored to their interests over expensive but mindless gifts.

Men love Valentine's Day
Much has changed in the past couple of years. Once dominated by men, dating apps are seeing more traffic from female users. Men feel more comfortable expressing themselves openly. On that note, 44 per cent of men from Tier 1, 2, and 3 cities disclosed that they love being pampered as much as women. They disclosed enjoying gifts and the special treatment on Valentine's Day just as much as women.

Social media influence
There's a steady shift towards digitalisation and a heavy influence of social media on today's dating individuals. QuackQuack backed the trend by disclosing that they record over 55,000 photo uploads daily, and users send up to 21,000 likes in a single day. Moreover, 28 per cent of respondents between 20 and 30 highlighted that the rise of social media has changed how people celebrate the day of love. They indicated that many couples are now incorporating digital elements into their celebrations, such as virtual dates or sharing their love stories on social platforms as a token of appreciation for their partner.

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