A new year, a new you... and a new lover?
A spike in subscriptions to the extra-marital dating site AshleyMadison.com alongwith new resolutions Show 2015 Poised to be the Year of (Extramarital) Love
While many resolve to take a trip or vow to quit smoking on New Year’s, tens of thousands of people across the country have decided to find someone other than their spouse to make 2015 a year to remember. This trend was so significant that AshleyMadison.com, the world’s leading extra-marital dating site, reported a membership spike 620% higher than the South African daily average of new signups between January 1st and January 5th.
In December, AshleyMadison.com polled 1,896 of its South African members to find out what their top priorities are for 2015. According to the survey, the three most popular resolutions for ringing in the New Year are:
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Lose weight - 45.6%: People are looking to start the year off in shape to gain the confidence to step out in their swimwear…possibly to please an equally attractive affair partner.
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Make more money - 42.8%: More money means more trips, gifts and opportunities to spend on themselves, on their friends, on their families…or on an extra-marital lover.
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Find a new affair partner - 39.4%: Cheaters are looking to spice things up with some variety in the New Year, and finding a new affair partner can do just that.
“January is typically known for being the ‘divorce month’ but I think it should be given the more appropriate title of ‘Infidelity Month’,” says Noel Biderman, CEO and Founder of AshleyMadison.com. “Over the holidays couples are forced to spend extended periods of time together without the escape of work, which – if emotional and sexual expectations are not met - can lead to high levels of tension within a marriage.”
Biderman adds, “While Christmas stands for family celebrations and a show of public togetherness, the New Year signifies a time to achieve goals and greater happiness on an individual level. When the New Year rolls around many people have the urge to change their lives and search for personal happiness – often leading many down the road of infidelity.”
Although the site saw a huge spike in new members on New Years, this is also a time when some forgo infidelity and choose to be faithful to their spouses. According to the survey, 20% of respondents indicated that they would resolve to give up affairs in 2015.
Will these newly monogamous individuals be successful in staying true in 2015? Maybe, but likely not. Over the past three years, AshleyMadison.com has seen that more than 75% of active accounts that cease use around the new year typically return to the site after a three-month hiatus, causing another usage upswing in April.