Match Group Study Finds UK Singles Struggling to Make Real-Life Connections

A new study conducted by research firm Strand Partners for Match Group has found that nearly half of UK singles (47%) believe it has never been harder to connect with people. The Spark Study, which surveyed 3,007 single adults across the UK, found that 43% spend most of their social time behind a screen, while 32% met nobody new in person last month.

Dating apps and friends are now the most common ways to meet a partner, each accounting for 20% of respondents’ most recent relationships. Traditional nightlife is losing ground, particularly among younger singles. Just 4% of Gen Z met their most recent partner in a pub, bar or club, compared with 21% of Boomers. Meanwhile, 56% of singles see deleting a dating app after finding a partner as the modern happy ending.

First-date preferences are changing too. Coffee is the most popular choice (43%), followed by walks (37%). Almost half of singles (47%) are interested in double dates, rising to 52% among Gen Z and Millennials. Safety remains a major concern, with 67% of women worried before a first date, compared with 31% of men. More than two-thirds (68%) believe the most successful dating apps will be those offering the strongest safety features.

AI is gaining ground in dating, particularly among younger users. Two-thirds of Gen Z singles (66%) have used AI for dating-related purposes, including advice, date planning and confidence building. However, 66% of singles oppose AI conducting conversations on their behalf.

Despite concerns about Gen Z abandoning dating, the research suggests younger singles are looking for commitment. Nearly half (49%) want a life partner or long-term relationship, while just 8% are seeking something casual or short-term.