Lavalife Inc.

 

 

 

 

Valentine’s Day is for couples, right? Think again. With more than five million singles in Australia, the holiday that has been dreaded for generations is getting sexier.  Lavalife took the pulse of more than 15,000 singles to find out what they really think this Valentine’s Day.

 

“Attitudes about single life are different today than they were five years ago,” says Melanie Bowman, Lavalife’s Marketing Manager. “Today, singles aren’t rushing into things solely to be in a relationship. Lavalife users tell us that single is sexy and they are enjoying their independence, leading active lifestyles, meeting new people and trying new things.”

 

This Valentine’s Day, only 14% of the 8,987 singles polled on lavalife.com.au are actually treating the day in a traditional way with a romantic candlelit dinner. Instead, they are trying new things: a fun night out on the town with friends, entertaining at home and boycotting typical Valentine’s Day traditions, like chocolate and flowers.

In addition to online dating, which is great for singles with increasingly busy lifestyles, 36% of singles polled on Lavalife told us that they are finding other ways to maximize their time – such as flirting while they are shopping at the local supermarket!  And when they aren’t online or grocery shopping, singles are also flirting at the gym (23%), the dog park (21%) and the bookstore (17%).

  

 

As traditional Valentine’s Day activities are losing some popularity, what do you do if you are still looking for that last-minute gift? “Valentine’s Day gift giving can put a great deal of stress on singles,” says Bowman. “Many people believe the gift signifies something about the relationship and where it’s going. Take the pressure off this year and go for something creative, such as a favourite new DVD, a great bottle of wine or an unforgettable experience like skydiving.”

 

 

 

 

For interviews, or any additional information, please contact Melanie Bowman at 02 9320 4056 or melanie.bowman@lavalife.com.au.

 

 

 

Lavalife Corp., one of the leading providers of technology-based dating services allows its members anytime, anywhere access to other singles with online dating (www.lavalife.com.au) and Lavalife By Phone. Launched in Australia in 1995, Lavalife's open-minded approach to dating allows members to choose how they want to "click" with other singles by offering three unique categories: dating, relationships and intimate encounters.  Lavalife has attracted millions of unique members who exchange 1.3 million messages every day. For more information on Lavalife, visit www.lavalife.com/corp and www.lavalife.com/mediaroom.

 

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