Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date



For this research, we used data collected by the Pew Foundation's "Internet and American Life Project Tracking Survey," conducted in Spring 2013. The data was adjusted through the use of sampling weights to estimate for general population parameters. The collected data examined online flirting, use of dating websites, and the use of dating apps. Findings suggest women between the ages of 18-34 years are just as likely as men to signal their romantic interest by engaging in online flirtation. In addition, women ages 50 years or older are less likely than men to signal their romantic interest by engaging in online flirtation. Also, adults ages 50 years or more who flirt online are more likely to use an online dating website or app. Findings concerning Generation X are also discussed. Marketing implications include a concentration on “flirting-focused” options, especially in relation to free trials, promotional offers, and marketing tactics for digital dating services. Strategies for appealing to the Baby Boomer market may involve a focus on active lifestyles and geographic marketing. Marketing to Millennials may need to be increasingly strategic given the equal amount of online flirting among males on females.

About the Authors

Kristine Johnson teaches advertising courses at Rowan University. She received her Ph.D. in mass communication at Florida State University and enjoys researching the impact of digital media on personal connections and consumer behavior.

Olguta Vilceanu is an Assistant Professor of Advertising at Rowan University. She received her Ph.D. in mass media and communication from Temple University. Her research explores the connection between international news media, advertising, marketing, technology, and consumer behavior.

Manuel Pontes is a Professor of Marketing at Rowan University. He received his marketing from the University of Florida. One of his major research interests is in how people use the Internet, especially with mobile devices.

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Digital Commons@Georgia Southern License

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Marketing Commons