Toffee, the dating app for singles who attended private schools, has conducted a survey to investigate a new dating trend known as ‘weekend loneliness’.
Over the past six months Toffee has seen a 37% spike in activity from millennial users on Saturdays and Sundays, despite loneliness normally being attributed to older generations.
Furthermore, weekend activity has risen between the hours of 11am and 3pm, when previous peak times were recorded after 6pm.
Toffee surveyed 5,000 of its users. The results showed that 52% of them use the app on weekends just to find company, without being too concerned if it doesn’t turn into anything serious.
49% revealed that they prioritised their career throughout their twenties and are trying to catch up their love lives, while 38% use online dating to find friends after moving to a new city.
Lydia Davis, CEO and co-founder of Toffee, said in a statement: “One of the most common cases for this new phenomenon is young men and women who have prioritised their careers, whilst friends have started families – their work lives are so busy that they’re distracted during the week, but when it comes to the weekends, they find themselves at a loss.
“This is where dating apps can do so much good, as they connect likeminded people whose paths wouldn’t have otherwise crossed. We know from studies that consumers don’t just use these apps for finding love – they also use them for friendship.”
Cuffing Season refers to the final few months of the year when singles look settle down with a partner over the Christmas period. Badoo reported that its female users receive twice as many matches during the winter.
GDI interviewed Lydia Davis to talk about the intense media attention that Toffee received when the app was initially launched.
Visit the Toffee website here.