T h e s e c o n d w a v e o f a n e w a n n u a l r e p o r t p r o f i l i n g 2 0 s o m e t h i n g s

Relationsh ip

study 2.0

9000 buzzSpotters®

male 35%

female 65% 70

9 Par tic ipa n ts

Who was Involved?

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709 members of our buzzSpotter® network participated in th is survey, the first in a new annual series on 20someth ings.

This network is used as a resource for ethnographies, focus groups, personal

interviews, immersion experiences, surveys, and polls.

Overall, this panel is composed of trend influencers, and represent all of the “tribes” we have identified, which

include: independents, preppies, techies and alternatives.

Launched 1.26.12

1,249 attempts

Fielded online

Closed 1.29.12

The majority of participants are from these states.

STATS BY STATE AND PERCENTAGE >>>

location

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NY#21%#

CA#13%#

IL#9%#GA#

5%#PA#5%#

FL#5%#

Rest#of#USA#42%#

The respondents ranged in age from 20 – 29 years.

AGE

20#;#22#YRS,#26%#

23#;#25#YRS,#29%#

26#;#29#YRS,#45%#

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ethnicity

66% 15%

7% 8%

1% 3%

white black

Asian

Latino

American Indian other

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Sexual Orientation

83% 5%

heterosexual

homosexual

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More 20Someth ings are starting to consider themselves bisexual and not just h omosexual�

12%

bisexual

38%

45%

9%

1%

associates

Bachelor’s degree

Level of education

7%

H.S. diploma Masters

Ph.D

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Even th ough some recent trends suggest that Millennials are reth inking the need for h igher education, or results sh ow that just 7� h o ld on a h igh sch oo l diploma.

ARE YOU IN A RELATIONSHIP?

12%

14% 46%

22% single

SERIOUS relationship

dating

married

5%

It’s Complicated

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20Someth ings are involved in serious relationsh ips, but aren�t getting married. The idea of what it means to be committed is changing.

Are you happy in your

relationship?

24% 16%

28% 29%

happy satisfied

unsatisfied Extremely happy

3%

Very unhappy

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Whether or not they decide to get into a relationsh ip our 20Someth ings seem to be happy with their ch oices�

I choose someone to

date thinking about…

46%

6%

Just having fun

My future

39%

This phase of my life

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9%

The moment

Our study sh ows that the period of dating for fun or temporary satisfaction has passed for the large majority of our 20someth ings.

How do you define a

committed relationship?

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�When both parties are investing their time, energy and effort into making the relationsh ip work. There are no outside factors. Its just you and them. Monogamy is essential. �

�Only dating one person. It means not cheating on that person or betraying them in any way such as seeing someone else beh ind their back and having a physical or emotional connection to someone other than your partner..�

�My idea of a committed relationsh ip is when the two individuals are only dating each other and include each other in almost every aspect of their lives.�

A relationsh ip agreed upon by both parties involved. One wh ich will lead to a permanent situation of staying together for a lifetime, or marriage.

When is the

Righ t Time�

Living together

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2% 14%

33%

24%

13% 14%

After 3 months of

dating

After 6 months of

dating

After 1 year of dating

After a few years of

dating

After you get married

Unsure

Is marriage

2% 5%

Not important

It means nothing to me

47%

Important but not

everything

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46%

It is very important to

me

That Important�

Marriage is still very important to our 20someth ings alth ough half of the 93� don�t consider it to be extremely important�

How do you feel about abortion?

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8%

23%

46%

23%

It is absolutely wrong

I am generally against it but there are some exceptions

I think it is a personal matter for each person to decide alone

I think people should be able to have an abortion in a safe environment

Regardless of their personal opinions, only a mere 8� of our 20someth ings feel that abortion is absolutely wrong�

Are you open to religions

different than yours? 4%

3% Only if they convert Absolutely not

48% Yes But, it

Depends on how different

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45%

yes

Religion is not someth ing that will be keeping th is generation of 20someth ings apart. 93� are willing to date someone who has a different faith .

Religion#

Personal#Dme#

Friends#

Family#

School#/#Career#

RelaDonship#1

11 1

1

5

4

2

2

2

2

22

What is most important to

you?

Religion is overwhelmingly the least important to our 20someth ings, with 66� of them ranking it last in order of importance.

4

3

3

3

33

4

4

5

4

4 5

5

5

6

5

6 66

6

6

How much influence do

friends & family have in your

relationship? 11%

13%

38%

The right amount

little

zero

34%

alot

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5%

Too much

Only sligh tly less than a quarter of our 20someth ings are not influenced heavily by their friends and family, proving h ow important their roles are.

Where are you meeting each

other?

2%

21%

21%

Bar/club

hobbies

religion

14%

work

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28%

school

online

14%

With a pretty even distribution, we learned that 20someth ings are meeting each other almost everywhere they go.

How do you feel about

online dating?

17% creepy

56% Never tried, but open to

it

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27% Love it

83� of our 20someth ings are open to online dating, giving them more opportunities to date and meet new people than before.

internet

;;;;>#

47%

23%

college

High school

9%

21+

21% Middle school

No 16%

Yes 84%

When was your first

experience?

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Are you sexually active?

This generation is no longer waiting until co llege to engage in sexual activity with 68� having their first experience before entering co llege.

0 4%

1 to 4 37%

5 to 8 28%

9 to 12 14%

13 to 15 5%

15+ 12%

How many SEXUAL

partners have you had?

59� of our 20someth ings have had at least 5 partners and 31� have had at least 9�

How often do you engage in

safe sex?

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Always

Usually

Sometimes

Rarely

Never

N/A

49%

30%

9%

4%

2%

6%

Nearly 80� of our 20someth ings said they are always or usually responsible when engaging in sexual activity.

Have you ever been tested for an std?

22%

n/a 4%

no

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74%

yes

They are also being proactive and making sure they are aware of their sexual health, with 74� reporting they have been checked for STDs.

One night stands?

30%

maybe 14%

no

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56% yes

It is not unlikely that our 20someth ings will change partners often with 70� of them having had or potentially will have a one nigh t stand.

HAVE YOU HAD A Same sex

experience?

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Yes No, but I would like to

No

28%

8%

64%

Only 36� of our 20someth ings are interested in having a same sex experience or have had one, wh ile 64� are not interested at all�

Do you want to cheat?

3%

yes

15%

possibly

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82% no

Our 20someth ings do not feel the need or desire to cheat with 82� stating that they were not interested in cheating.

Have you ever actually cheated or been cheated

on?

37% no

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63%

yes

However, 63� have either cheated or been cheated on in the past.

Does your mate hold you

back?

6%

yes

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94% no

Our 20someth ings do not feel held back, whatsoever, by their significant others.

Are you dependent on

your mate?

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Yes , sometimes too

much

Yes, but just the right amount

No, not at all N/A

14%

51%

27%

9%

They do h owever, look to their partners for support and encouragement, with 65� stating they are dependent upon their mates.

How often do you spend time

together?

15%

2%

24%

2-4 days a week

Once a week When we have

time

23% 4-5 days a week

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36%

everyday

Alth ough our 20someth ings are very busy, 60� of them still find at least 4 to 5 days per week to spend time with their partners.

KEY FINDINGS

Our respondents don�t find happiness in marriage just yet. They are happy to be in a partnersh ip and a serious relationsh ip, but marriage isn�t necessarily the end goal.

Our respondents are sexually active, and protecting themselves most of the time. They understand the importance of being safe, they just don�t always practice safe sex.

Our 20someth ings believe in balance. Being personally happy and fulfilled independent of their partner is a priority. They believe their partner makes their life better, but do not find all of their joy through their relationsh ip.

UP NEXT…

FAITH. Our next wave will focus on Millennials and faith . We know that they are less influenced and less involved than their parent�s generation. We�ll explore these trends further with a group of Millennials.

F INANCES. We know that for the most part, Millennials are employed, but h ow are they spending their money� What matters most�

POLITICS. With the Presidential Election looming, we�ll have our eye on candidates and talk to Millennials about their November predictions.

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Suite 1810 Philadelphia, PA 19102

215.399.5679 www.buzzmg.com

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