Using Market Research to Reach Young Adult Dating-App Users for Sexual Health Promotion

Theoretical Background and research questions/hypothesis: According to Pew Research Center, roughly 15% of all American adults (18 years and older) have used dating sites or mobile apps, with 18-24 year olds reporting highest rates of use. Online and mobile dating apps have made it easier to meet sex partners with limited effort and without fear of rejection. More people now meet online than at bars, schools or parties.  Whereas these technologies may introduce new sexual and safety risks, they may also present new channels for reaching sexually active young adults with sexual health messaging and resources. However, there is limited research exploring potential associations between dating website and app usage and health-care seeking behaviors, risk-taking attitudes, or communication preferences among heterosexual adults. We examined market research in order to better inform sexual health communications and marketing efforts targeting this population.

Methods: We analyzed data from the Scarborough USA 2015 Release (August 2014-October 2015), a Nielsen market research survey of adults ages 18 and older, looking at consumer preferences, behaviors, and attitudes. We examined respondents who were single, 18-29 years old, and reported using the internet/apps for dating in the past 30 days (“users”). Variables such as health behaviors, health beliefs and health information sources were analyzed.

Results: A total of 3.7 million single young adult users were included in the sample, representing 12% of all single 18-29 year old respondents. Among users, 10% reported taking an STD test in the past 12 months and 7.3% reported taking an HIV test. Most respondents described their health as excellent or very good (57.9%); rated regular medical check-ups as (mostly or somewhat) important (55.1%), and reported feeling (completely or mostly) in control over their health (57.1%). Only 3.8% believed strongly that healthcare advertising on the Internet is credible. About one-fifth (18%) valued (very much or somewhat) online advertisements as a source of health information, compared to newspaper ads (15.1%), magazine ads (14.1%), television ads (24.3%). A minority believed that advertising through the Internet (35.6%) and mobile phones (24.1%) provides meaningful information about new products/services. Almost one-third (30.5%) of users were willing to receive advertisements on their cell phone in exchange for free services, such as live TV or text messaging. No differences were found between users and non-users on any of these measures. Other findings, including differences by age and sex, will be shared.

Conclusions: These data suggest there is room for improving preventive health behaviors among young adults, and the internet and mobile apps represent an opportunity for reaching them with health promotion efforts. Young adults are open to receiving them if incentivized.

Implications for research and/or practice: Market research data provides insights into how we might effectively reach young adults for sexual health promotion efforts. As the number of young adults using dating apps continues to rise, efforts to better understand the needs and preferences of this population will help us deliver targeted, effective sexual health messaging to young adults.