The impact of tradwife content on U.S. singles

While singles might be staring down a bleak dating scene, they still believe in love, according to Match’s latest Singles in America survey. From tradwives to AI, here’s what singles said about the state of finding a lasting connection.

Singles have hope for love

Seventy-six percent of the 5,000 U.S. singles surveyed by Match between March and April 2026 believe romantic love can last forever. Nearly three-quarters (74 percent) believe some relationships are meant to be, and 61 percent believe there’s a perfect match or soulmate for everyone.

Despite this, though, 45 percent aren’t actively looking for a committed relationship — but would welcome one if the right person came along. Only 16 percent are actively seeking this type of partnership, while 72 percent are interested or open to dating or a relationship.

It does seem that singles are willing to branch out of their usual “types.” Nearly half (49 percent) have fallen for someone they didn’t initially find attractive. Among singles who’ve made a list of qualities they want in a partner, 46 percent fell for someone who didn’t fit it.

“There’s an interesting tension in the data: singles today have clear expectations for a partner, but love still has the ability to surprise them,” said Dr. Justin Garcia, executive director of the Kinsey Institute at Indiana University. Kinsey partnered with Match for the survey. “Knowing what matters to you doesn’t mean knowing exactly who you’ll fall for.”

When do you know it’s serious?

Match and Kinsey asked participants what signals that a potential partner is serious about them — no games, no ghosting, no playing hard-to-get. The biggest answer, which over half selected (56 percent), is that they make time for you. Next up was clearly paying attention to what you’ve said or engaging in active listening, which 52 percent selected. Still high on the list are being willing to talk about their feelings towards you at 47 percent, and giving physical affection, like holding hands, at 41 percent.

What about removing social media from one’s phone? Twenty-seven percent. Paying for a date, which is a “non-negotiable” for some TikTokkers? Just 19 percent. It seems like a physical and emotional connection and quality time matter more to daters when it comes to finding a “real” relationship.

The impact of tradwife content

Around a third (37 percent) of participants stated they’ve seen an increased in content about “traditional” dating trends and lifestyles, such as tradwife content. But 41 percent said no, and 22 percent were unsure.

And only 21 percent stated that social media has influenced their preferences around gender roles in romantic relationships. A participant’s age and experience in past relationships had bigger impacts (41 percent and 38 percent selected these, respectively).

The dominant answer when it comes to “traditional gender roles” in relationships (the survey uses the example of men handling finances and women managing household tasks) is a preference for more modern, flexible roles (44 percent). Around the same number of people either prefer traditional roles (28 percent) or have no strong preference either way (27 percent).

Money moves are important

At a time when inflation is outpacing salaries, money matters. Eighty-nine percent of participants agree that both partners should share financial decisions equally. Seventy-one percent say being open about money builds trust in a relationship, too, leading Match to conclude that “compatibility extends to money.” Around the same number of people, 70 percent, are open to signing a prenup or similar agreement.

And just over half (56 percent) believe they can still fall in love with someone who views finances and spending differently than they do, so it’s not a total dealbreaker.

AI is less of a dealbreaker

Last year’s Singles in America survey was focused on AI, with the number of singles using AI to date up 300 percent.

This year, half of singles said they wouldn’t use AI for dating in the future, and 37 percent said they didn’t think AI could be helpful for early dating at all. At the same time, 37 percent said they wouldn’t consider the use of AI to be a dealbreaker.

But, compared to last year, fewer people consider using AI to alter their image or profile photo to be a dealbreaker: 34 percent this year compared to 44 percent last year. In 2025, 36 percent considered it a dealbreaker to use AI to generate conversations. Now, around 30 percent said it’s a dealbreaker to use AI to help with all their dating app conversations.

Around two-thirds (66 percent) believe that AI can’t replace human connection (in a way that people would stop needing or wanting connection with other humans in favor of connections with AI). And nearly half (47 percent) don’t believe AI could help improve human connection.

So, it seems singles are torn about using AI in dating and AI companions. But when it comes to finding love overall, it’s more unanimous that some things are just meant to be.