via press release:
FOR VALENTINE’S DAY…SPICE IT UP A BIT!
NEARLY ALL YOUNG WOMEN (18-24) EMBRACE TRADITIONAL VALENTINE’S DAY GIFTS WHILE 43% LIKE IT RACYAND WANT EDIBLE UNDERWEAR
Oxygen Poll Reveals Young Women Celebrate Valentine’s Day On Their Own Terms
Poll Coincides With Launch of Oxygen’s New Series “Love Games: Bad Girls Need Love Too” On March 16 at 11PM ET/PT
New York, NY – February 11, 2010 – In anticipation of Valentine’s Day, Oxygen Media today released a study, conducted by Lightspeed Research, into the minds of women (18-49) and how they are creating their own rules when it comes to celebrating the lover’s holiday. In a modern age populated heavily with career driven, independent and free spirited females, young women are redefining Valentine’s Day to fit their own terms. Overall the study, which polled approximately 750 women, exposes a surprising examination of today's women and how they maneuver the ever-changing rules of dating, as V-day more and more resembles Doomsday. The survey coincides with the launch of Oxygen’s new dating competition series, "Love Games: Bad Girls Need Love Too" premiering March 16 at 11pm ET/PT.
Surprisingly old traditions don’t die hard. An overwhelming 99% of young women (18-24) say dinner out at a restaurant is a “good” Valentine’s Day gift, while flowers (91%) and jewelry (90%) are favorable choices as well. With the basics in mind, young women also want to add aof spice to their holiday. Over half (61%) of young women agree sex games are a “good” gift. Additionally, young women (18-24) say make it racy in the bedroom with 59% calling out sex toys and 43% agreeing edible underwear are also “good” gifts.
Young women are unbelievably comfortable with their bodies and are not shy about embracing their sexuality as 2 out of 3 women (18-24) agree they would choose orgasms over jewelry any day. Another unexpected point reveals 1 in 4 young women prefer meeting someone on a reality show than through an online dating site. However, when on a dating show, young women want to be in the driver’s seat. Looking to be in control, 57% of women (18-24) would rather be on a show like "The Bachelorette" selecting the guys, versus only 9% prefer on a show like the "" where they are competing for a guy.
"I’m looking for love, but on my own terms," said Kendra, star of Oxygen’s "Love Games: Bad Girls Need Love Too." "I enjoy playing the field and dating more than one person at a time."
*1 in 5 W18-24 share Kendra’s sentiment about dating multiple people at once
Today’s modern young woman exemplifies Oxygen's Live Out Loud mantra as she exudes confidence and asserts her independence like never before. With this change in attitude comes an opposition toward old school ideals with a decisive 62% of women (18-24) agreeing that being single is "liberating" and nearly half (43%) saying having sex with someone doesn’t mean they are expecting a commitment in return. While1 in 5 women (18-24) believe the institution of marriage is antiquated, 1 in 3 would jeopardize a friendship to compete with their best friend for the right guy.
As women get older, priorities shift and a surprising 69% of women (35-49) would give up their cell phone for a year, compared to only 49% of younger women (18-24). Another generational difference points out 35% of older women (35-49) said they'd stay single forever if they were guaranteed 1 million dollars versus only 15% of women (18-24).
And in a celebrity obsessed culture, the love lives of stars are constantly under a microscope as young women determine whose life they want to emulate. Although 42% of women (18-24) would seek dating advice from Reese Witherspoon, a shocking much lesser 28% for Kate Hudson, 26% for Angelina Jolie and 25% for Jennifer Aniston. When looking at celebrity crushes, 21% of W18-29 and 20% W30-49, say Johnny Depp is their "type" more than any other male celebrity (from a select list); while tradition goes out the window for younger women (18-29) as 1 in 4 are more attracted to Gwen Stefani than her husband Gavin Rossdale.
Survey results include:
V-Day Feels More Like D-Day:
- 38% W18-24 agree the only good thing about Valentine’s Day is the potential to receive large amounts of chocolate
- 39% W18-24 say Valentine’s Day is just a Hallmark holiday
- 1 in 5 W18-29 say they most want to spend Valentine’s Day ignoring it completely
Sex…It’s a Dealbreaker!
- 54% of W18-24 agree if the sex is bad, it’s a deal breaker with a guy
- 56% of W18-24 said they’d rather give up sex for a year over the Internet, with 44% saying it’s the Internet they would give up
- 29% W35-49 agree they’d rather have a guaranteed great sex partner for life than a husband, compared to a much lesser 19% of W18-24
- 21% of W35-49 would surf the Internet looking for a hook-up, compared to a much lesser 13% of W18-24
Don’t Judge A Book By Its Cover:
- 48% of W18-24 agree they would rather their partner be great at sex than physically attractive
- 63% W18-24 would rather have the best sex of their life than the best looking guy they’ve ever seen
- 32% of W25-29 agree they fantasize about hooking up with another girl
Love Is A Battlefield:
- About 1 in 4 W18-24 find dates through social networking sites, while only 9% find them through traditional dating sites.
- 52% of W18-24 find dates in random places like book stores and coffee shops
- 1 in 5 W18-24 have been dumped via text. 90% of them say this is “NOT OK” as a break up method
- 1 in 4 W18-24 say “Love is a Battlefield” is the song that best sums up their romantic life
- 1 in 5 W18-24 agree “Love Stinks” is their official dating motto
Can’t Tie a Young Woman Down:
- 1 in 5 W18-24 agree romance is overrated
- 1 in 5 W18-24 agree monogamy is unnatural, but 1 in 3 W18-24 would get married in Vegas on a whim
- 1 in 4 W18-24 agree if forced to choose between love and their career, their career would win
TYRA Knows Best:
- 35% of W18-24 would most want to get dating advice from Tyra Banks, while 34% chose Ellen Degeneres (from a select list of popular talk show hosts)
Premiering March 16 at11pm ET/PT, Oxygen’s new dating competition series, “Love Games” features three former Bad Girls -- Amber (season three), Kendra (season four) and Sarah (season three) vying for the man of their dreams from a pool of 13 eligible bachelors. How “bad” will these girls be when love is on the line? After a series of lively challenges and intimate group dates each week, in the end, only one Bad Girl and her beau will be left standing. Comedian Bret Ernst (“Wild West Comedy Show”) hosts the eight one-hour episode series.
About Oxygen Media:
Oxygen Media is a multiplatform lifestyle brand that delivers relevant and entertaining content to young women, wherever they are. Oxygen is rewriting the rulebook for women's media, with a vast array of unconventional and original content including "www.oxygen.com, or on mobile devices at wap.oxygen.com, Oxygen Media is a service of NBC Universal.," "Dance Your Ass Off" and "Tori & Dean: Home Sweet Hollywood." Popular features online include OxygenLive, shopOholic, makeOvermatic, tweetOverse and hormoneOscope. Available in 75 million homes, online at
About Lightspeed Research:
Through proprietary global panels and research products and services, Lightspeed Research delivers valuable data to help businesses make informed decisions. From recruitment, to activity level, to ongoing profiling, Lightspeed Research’s panels are actively managed to provide engaged survey respondents and support studies that range in scope and complexity across industry sectors. Deeply profiled specialty panels including automotive, B2B, beverage, family and household, finance, health and wellness, media consumption, mobile phone, beauty and personal care, sports and hobbies, and travel and leisure, provide quick access to target audiences. As a quality leader, Lightspeed Research has implemented extensive measures to prevent fraudulent panel registrations and poor survey data. Lightspeed Research is part of Kantar, the information, insight and consultancy division of WPP, one of the world's leading communications services companies. For more information, please visit www.lightspeedresearch.com or send an email to firstname.lastname@example.org.