Australians and Love in the 21st Century

Wednesday, February 13, 2013

Australians and Love in the 21st Century | McCrindle ResearchWith Valentine’s Day just around the corner, we at McCrindle Research were curious about how Australians experience love and relationships. In 2012, Google searches for the term “love” skyrocketed on the week of Valentine’s Day (Google Trends). This year, we expect results will be no different.

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Aussies on the Love Index


While some might argue that marriage in the traditional sense is no longer “in,” recently released statistics by the ABS (cat 3310.0) prove this to be untrue down under. The rate of Australians tying the knot each year is significantly more than those doing marrying in parts of North America and Europe. In 2011, 5.4 marriages per 1,000 people took place in Australia whereas only 4.4 took place in Canada, 4.3 in the UK and only 3.7 in France, the birthplace of the ‘language of love.’


Diversity of Love in Australia


As an effect of Australia’s rich and increasing multiculturalism, we are seeing an increase in the number of marriages between individuals born in different countries – from 29.0% in 1991 to 31.6% in 2011. Even greater is the increase of marriages between individuals both born in the same overseas country – from just 7.9% in 1991 to 12.6% in 2011. Australia is certainly the birthplace of love for a number of migrants initially drawn here for work opportunities, temperate climate conditions, and our laid-back Aussie spirit.


Valentine’s Day: The Time for Love?


Valentine’s Day is indeed a day of love, with an increase in both weddings and the beginning of new relationships taking place on February 14th. Whilst the day of love landed on a Monday in 2011, a weekday normally low on the total wedding count, the number of couples who tied the knot on February 14th 2011 was similar to the total number of weddings normally occurring on a Sunday at the same time of the year.

For those looking for new love leading up to Valentine’s Day, rest assured. According to Facebook Data, there are 49% more new relationships formed than break-ups taking place on February 14th, and 22% more new relationships than break-ups on February 15th. In fact, the odds are in love’s favour this month – seasonally, February is the month in which more relationships start than at any other time of the year.


Love and Lyrics


When individuals enter a new romantic relationship, there is often a song that accompanies. Around Valentine’s Day last year, the top two love songs played when entering a relationship were “Don’t Wanna Go Home,” by Jason Derulo and “Love on Top” by Beyoncé (Facebook Data). What will this year’s top love songs be? Judging by recent iTunes Charts, we might predict that “Ho Hey” by the Lumineers or “Beneath Your Beautiful” by Labrinth might be the sounds that play from our smartphones.

Download and read the full summary here.

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