Ashley Madison New Year  Search Terms Press Release

Ashley Madison Says Open Minded is Hot; “MILF” is Not

New Year Search Terms Reflect a Growing Openness About Sex

After a few years of pop culture play, the term MILF has had its day—and, according to online dating leader Ashley Madison—people are starting the New Year with more open-minded attitudes about sexuality.

The world’s most open-minded online dating site with more than 50 million members worldwide says its annual New Year analysis shows people seeking casual encounters online are searching terms that represent a shift away from sexual stereotypes.

Start Me Up – New Year Signals Sign-Ups at Ashley Madison

“Definitions for modern relationships and monogamy are evolving beyond narrow, limiting labels into a new spirit of openness and discovery,” explains ruby CEO Rob Segal (ruby owns and operates Ashley Madison). “At this time of the year, we see a spike in visits to AshleyMadison.com as people look to explore new experiences and desires with like-minded people,” he says.

Ashley Madison New years Press Release

Open Minded Is Hot; MILF is Not

While the term “MILF” posted a steep decline of 60%* over the past year, open-ended and less judgmental terms like “affair” and “hookup” continue to gain in popularity for people seeking connections online.

In fact, Ashley Madison says “hookup” searches increased more than 24%* over the past year, and continued to climb during the first week of January 2017. New Year searches for “open relationships” and “open marriage” also posted double digit surges**, making those search terms ones to watch in 2017.

Ashley Madison Says Sex & Relationship Search Gets Open Minded in 2017

Segal says the second week in January is historically the busiest of the New Year for married and attached Ashley Madison member credit purchases (+15%)***; while single Ashley Madison member New Year purchases are highest during the first week in January.

 

About ruby

ruby is the global leader in open-minded dating and the innovator behind AshleyMadison.com, CougarLife.com and EstablishedMen.com Founded in 2007, the company is headquartered in Toronto, Canada. To learn more about ruby and how we’re transforming our brands, visit rubylife.com and AshleyMadison.com.

Sources:

*Google Adwords impressions; 2015 total search traffic compared to 2016 total search traffic. (North America)
**Google Adwords impresssions; January 1-5, 2015 compared to January 1-5, 2016. (North America)
***Ashley Madison internal data.