LOVE IN THE DIGITAL AGE

PROSUMER INSIGHTS METHODOLOGY

Australia ● Belgium ● Brazil ● Bulgaria ● Cambodia ● Canada ● • Created by Havas Group, part of Vivendi Chile ● China ● Colombia ● Czech Republic ● Denmark ● Estonia ●

• Fielded by Market Probe International in 1Q19 France ● Germany ● Hong Kong ● India ● Indonesia ● Ireland ● • 17,411 respondents age 13+ in 37 markets Italy ● Japan ● Korea ● Lithuania ● Malaysia ● Myanmar ●

Netherlands ● Norway ● Philippines ● Poland ● Portugal ● Russia ●

Saudi Arabia ● Spain ● Thailand ● United Arab Emirates ● United

Kingdom ● United States ● Vietnam WHO ARE PROSUMERS? LAGGARDS In 2004, the first global Prosumer study was conducted in nine countries. In the ensuing years, Havas Group’s Prosumer studies have become instrumental in predicting emerging trends in MAINSTREAM consumer attitudes and behaviors. 20-30% Prosumers are today’s leading influencers and market drivers. PROSUMER PROSUMERS ADOPTION What Prosumers are doing today, mainstream consumers will 6-18 MONTHS likely be doing 6 to 18 months from now. INSTIGATORS Source : Havas Worldwide Prosumer survey, 2019 Truth 01 80% THE FAIRYTALE I still believe love can last forever SYNDROME 69% THE FANTASY OF ETERNAL LOVE HAS MADE People who spend their lives without (a) romantic THE LOVE QUEST EVEN MORE partner(s) are missing out on an important part of life UNATTAINABLE VS.

+79%

Est. global growth in divorced population, 2000-2030

2

years—the average length of the in-love experience

Showing Prosumer responses; % agreeing strongly/somewhat Truth 02 48% DATING GETS DAUNTING FINDING LOVE IS NOT AN EASY GAME

Dating was easier for earlier generations

Showing Prosumer response; % agreeing strongly/somewhat Truth FROM ETERNAL LOVE 03 TO ETERNAL DATING ALWAYS SEEKING & NEVER SATISFIED Pressure BEFORE DURING AFTER

Always second-guessing Exes popping up 39% When in a relationship, sometimes 47% Social media makes it Raising our standards I wonder if I can find a better partner almost impossible to forget 64% Dating apps have made us Easily revocable about my previous relationships more selective in whom we decide relationships to date 59% It’s easier to break up with someone through text or social Looking for help to media maximize our chances 67% I think dating apps are good for finding a partner from within my like-minded community

Expanding our love playground People have been flirting with me via: 61% Facebook, 52% Phone, 49% Email, 34% Instagram Taking time to find the right one 83% It’s better to take my time to find the right partner than commit too early to someone I may not stay with forever A match is a reassurance 36% When it comes to dating apps, I’m more interested in receiving matches than I am in actually meeting any of them Time

Showing Prosumer responses; % agreeing strongly/somewhat Truth 04 41% SEX MACHINE PEOPLE HAVE BECOME PERFORMANCE- 48% OBSESSED AND ANXIOUS TO MEET THE In the future, I would be willing to monitor my sexual activities and STANDARDS performance for improvement

34%

Sex has nothing to do with falling in love

Porn helps me improve my sexual prowess

Showing Prosumer responses; % agreeing strongly/somewhat Truth 05 56% CHINA 34% 29% FOLLOW YOUR HEART… USA FRANCE OR ALGORITHMS? In the future, artificial intelligence will be able to tell us FOR THE CHINESE, NOTHING IS SAFER if we are really in love and in a sustainable relationship THAN TRUSTING AN ALGORITHM

50% CHINA 28% 27% USA FRANCE

I would trust an algorithm to help me find my soulmate

Showing Prosumer responses; % agreeing strongly/somewhat Truth 06 54% CHINA 24% 11% DON’T TRUST YOUR USA FRANCE GUT, BUT YOUR TESTS Before investing in a long-term relationship, I I’LL SHOW YOU MY GENES IF would like to know the DNA profile of my partner YOU SHOW ME YOURS

57% CHINA 24% USA 19% FRANCE

In the future, I would like dating apps to incorporate DNA match analysis

Showing Prosumer responses; % agreeing strongly/somewhat Truth

07 To find love, I trust random encounters 67 LOVE AROUND 47 28 THE WORLD 26 SOME COUNTRIES STILL PLAY THE Passionates Traditionalists “GAME OF LOVE & CHANCE,” WHEREAS FOR OTHERS IT’S A FAMILY AFFAIR To find love, I trust my family

83 74

33 19

Passionates Traditionalists

Showing Prosumer responses; % agreeing strongly/somewhat Truth

08 56% #METOO STATUS: IT'S COMPLICATED

28% I think the Me Too movement is a good thing for society

I think the Me Too movement has made relationships between men and women more complicated

Showing Prosumer responses; % agreeing strongly/somewhat WHO WE ARE

Havas Group is one of the world’s largest global communications groups, bringing together 20,000 people in more than 100 countries. Havas is part of Vivendi, a world- class content, media, and communications group with European roots, whose other businesses include Universal Music Group, Canal+ Group, Editis, Gameloft, and Dailymotion. The companies work together cohesively as an integrated group to create greater value. Click to learn more about Havas’ Prosumer Reports.

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