Dating becomes less about looks as we age, according to Americans over 50

A new study conducted by OnePoll on behalf of Because Market discovers how dating has changed for older Americans. (Photo by Gustavo Fring from Pexels)

Older Americans are ready for love — and three in 10 searching for romance would consider going on a dating show for seniors, according to new research.

The study of 1,000 Americans over the age of 50 found one in four have gone on a date with a new potential partner and one in five feel like they’re in their sexual prime now.

When it comes to the best methods to meet someone, half said through friends and 43% have searched online.

Conducted by OnePoll on behalf of Because Market, a personal care marketplace especially for seniors, the survey revealed two in five confessed to being more nervous for their first date when they were older than as a young person.

Results also found the key aspects of attraction have changed for respondents over time. Three in four said physical attraction was important to them as a young person looking for a partner, but now kindness ranked the highest with 79%.

Politeness rose in importance as people grew older, as did personality.

Seven in 10 respondents in a relationship or married said they’re happier than they’ve ever been in their current relationship.

There are also some matters that older Americans have to consider on the dating scene today: 32% think dating is different now because personal care products can be a sensitive topic.

Thirty-nine percent of all respondents felt there are some aspects of aging that are too embarrassing to talk about — and over a quarter said there are certain things about aging they withhold from their children.

Without anyone to talk to, 27% said they struggle to find personal care products for their age group, needs and lifestyle.

Two in five (42%) have suffered from bladder leakage or incontinence, and of those, 48% don’t feel they can talk about their experiences with anyone.

Thirty-eight percent are frustrated with the products that are currently available and are suffering in silence.

“The data shows that older Americans are embracing everything life has to offer,” said Luca Gualco. “In fact, 43% say they’re living their best lives now. At Because, we believe in enabling older adults to seize their independence and enjoy the activities that bring them happiness.”

Respondents were asked to think about their lives as if COVID-19 didn’t exist and what activities they’d love to do if they didn’t have to worry about bladder leakage.
Long drives were the favorite with 47%, while 43% wished they could enjoy a day of shopping.

Forty-two percent envisioned fun days trips with their family or friends while a third (32%) dreamt of traveling.

One in five would love to take a dip in the pool (19%) and 18% hope to work up a sweat by exercising without a worry about bladder leakage.

Nearly a quarter dream of luxuriating on the beach (23%) or hiking in nature (13%) without needing to rush for a bathroom break.

“Older Americans are such an underserved population,” Gualco added. “We created Because in order to provide those 65+ access to the high-quality personal care products they need, discreetly and conveniently delivered directly to their door.”

Still, seniors are embracing those perks that come with age. Three in five (61%) think the ability to spend time by themselves is one of the most liberating parts of growing old.

Sixty percent enjoy being able to do whatever they want, when they want and about a third (36%) love being able to choose where they’re living.

Physical attractiveness 76%
Personality 60%
Kindness 53%
Sense of humor 50%
Politeness 43%
Physical fitness 33%
Family values 26%
Relationship with family 26%
Career 18%
Hobbies 18%
Amount of income 13%
Type of vehicle owned 12%
Political opinions 9%

Kindness 79%
Personality 67%
Politeness 62%
Sense of humor 59%
Physical attractiveness 46%
Family values 45%
Relationship with family 42%
Amount of income 29%
Physical fitness 27%
Hobbies 26%
Political opinions 20%
Career 18%
Type of vehicle 7%

Long drives 47%
Shopping 43%
Day trips with family/friends 41%
Travel 32%
Nights out 27%
Beach days 23%
Swimming in a pool 19%
Working out 18%
Dinner parties 18%
Hiking 13%

>> Download the video and infographic for this research story <<
NOTE: All news copy and multimedia on this SWNS account is free to use as you see fit. Where research has been conducted, we ask that you credit the company which commissioned it.




SWNS is a UK and US-based news and media content agency with a proud 40-year history.

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