TREND TRUTH
Making it Work: The Impact of Scarce Job Opportunities on Marriages in the U.S.
As the job market continues to decline, FGI Research began questioning its impact on married couples and their lifestyles. Mainly: was job scarcity causing married couples to have long distance relationships? We turned to our SmartPanel for answers.
Advanced Research Methods Lend Insight into Demographics
We polled a significant number of respondents who were nationally representative in terms of their demographics using our tested method, known as iGAGE. Our study showed that 10.3% of married couples, with at least one working partner, were in long distance relationships. Of these, 70.83% said that the separation was due to the U.S. economy. Interestingly, respondents over the age of 30 were much more open to the idea of a long distance relationship than those ages 21-29. Of those who said that they’d be willing to live apart, 86.4% were over age 30. Exploring this further, we discovered that the majority (62.2%) of respondents would only be willing to maintain this type of relationship for less than 3 years. Finally, although 50% women said that they would live in a long distance relationship for ‘as long as necessary’ only 19.6% of men agreed.
How Couples Communicate
Finally, FGI Research discovered some interesting ways in which couples keep their lines of communication open during separation. Social media has emerged as a viable way for married couples to keep up with each other. Our survey showed that 52.2% of these married couples use social media to keep in touch with their spouse. The most popular site for communication for this purpose is Facebook (40.4%), followed by MySpace (23.4%) and Twitter (8.5%). Surprisingly 72.3% of these social media users are between ages 30-54. This is an unexpected shift in usage by age for media outlets that were once almost exclusively dominated by the 18-24 year old group one year ago.
Actionable Insights
How will demographic changes like this affect the market? If consumers experience instability in their interpersonal relationships, it could influence their purchasing habits in any number of ways: increased travel, increased use of social media (as our research found), changes in how they prepare or buy meals, living situations, lifestyles, and so on. To stay abreast of trends like these, companies should research not just what consumers buy but why they buy –the lifestyles behind the purchasing habits, the everyday realities that impact how, where, and what people buy. Advanced research methods like custom online panels can help businesses understand these things, as can, more importantly, online communities where customers can share spontaneous insights about their daily lives. Combined with surveys on standard topics like packaging, brand, and advertising, research into customers’ daily habits and life situations can make for a more effective business model.
Next Steps You Can Take
Survey Methods
Date of Study: 10/07/2010
Total Responders: 233
Sample Source:FGI SmartPanel
October 14th, 2009 at 4:11 pm
That was an interesting article and I was most surprised by the shift in ages of people using social media as a means of communicating. I have found that as I get older I am more likely to agree to a job away from home. As a matter of fact I recently turned down several local jobs to stay away from my “significant other” for a period of three years. The opportunity is in Kabul. How’s that for commitment?
October 14th, 2009 at 5:38 pm
I can see in these times of financial insecurity living apart may become a way of life for some couples. I believe that every possible avenue should be studied carefully to help keep the family together. It may be that cutting down on some activities in life can help to keep the family together. For example there are many things in life that are unnecessary although desirable, some of those being technology related….TV systems…Satellite, Dishes and other technologies. What is on television that is absolutely necessary. This may seem impossible for many, but really, we can liive with local network TV. Another way to cut down on expenses is to change cell phone programs. Actually although cell phones have a place in todays life, do we need the most expensive phone and the most active applications. These are just two things that could be changed in families to cut down greatly in the cost of living. We don’t need the most expensive applications of anything in our lives. We don’t need the most expensive cars, clothes, and other necessities. Try it. Take a look at your expenses to see what you can cut out completely or cut down on.
October 14th, 2009 at 5:40 pm
Cutting down on expensive things in life may seem impossible, but to protect the family from separation it may be very worth every effort!
October 14th, 2009 at 7:31 pm
I have done a long distance relationship before and it actually made my marriage stronger it showed me that we were committed to one another we came to the point that we did not have a choice and i was taken aback how long we did this after it was over and now we have been married 26 years if your marriage survives a long distant relationship its not a fluke its real love
October 14th, 2009 at 7:39 pm
My wife and I currently have a long-distance relationship during the summer season. It works for us, moreso as our children move on to jobs of their own. If she found a fulfilling full-time job that required separation, I would not oppose it.
October 14th, 2009 at 7:40 pm
The primary benefit is that she is happy and the kids are happy in the summer, free from the stresses of daily life in the hometown.
October 14th, 2009 at 8:06 pm
increased income get it while you can
October 15th, 2009 at 7:23 pm
My husband and do not work in the same town and have not for many years this is for economic reasons. We are both up and out of the house by 7 a.m. but I have the luxury of being there for the children. He doesn’t get home most nights until after 9 p.m. This is the price we pay for an increased income. Now,we are both fortunate to have paying jobs. He has gone from management to sales to management again. We would move but can’t sell the house!
March 13th, 2010 at 11:29 pm
Great posting, I bookmarked your blog post so I can visit again in the near future, Cheers