Top relationship goals Americans have for 2024

This story version has been formatted as an on-air script for broadcast outlets. See the original research story here.

THE LATE, GREAT B-B KING’S FAMOUS SONG ‘THE THRILL IS GONE’ MAY BE THE REALITY FOR SOME AMERICANS, ACCORDING TO NEW RESEARCH.

IN FACT, ONE IN SEVEN AMERICANS IN SERIOUS RELATIONSHIPS SAID THEIR PARTNER DOESN’T DO ENOUGH TO SHOW THAT THEY DESIRE THEM.

THAT’S ACCORDING TO A NEW SURVEY OF 2,000 SEXUALLY ACTIVE U.S. ADULTS IN COMMITTED RELATIONSHIPS WHICH FOUND THAT NEARLY 100% OF RESPONDENTS SAY THEY BELIEVE IT’S IMPORTANT TO SHOW YOUR PARTNER THAT YOU LOVE THEM (97%) AND WANT TO BE INTIMATE WITH THEM (96%).

HOWEVER, NEARLY ONE IN FIVE PEOPLE ADMIT THAT BEING PHYSICALLY INTIMATE WITH THEIR PARTNER HAS BEEN A LOW OR NON-EXISTENT PRIORITY OVER THE PAST YEAR (18%).

WHAT’S HOLDING THEM BACK? CONDUCTED BY ONEPOLL ON BEHALF OF K-Y, THE SURVEY FOUND THAT ON AVERAGE, MOST PEOPLE SAID LIFE’S STRESSES HAVE A NEGATIVE IMPACT ON THEIR RELATIONSHIP THREE DAYS A WEEK, AND 35% SAY THAT STRESS GETS IN THE WAY MOST OF THE WEEK.

RELATIONSHIP GOALS FOR 2024

1. Be positive to one another — 37%
2. Improve communication — 34%
3. Spend more time together — 34%
4. Say “I love you” more — 34%
5. Plan for the future — 31%
6. Learn/grow together — 30%
7. Be intimate more regularly — 29%
8. Build trust — 28%
9. Focus on new adventures — 27%
10. Find new ways to be intimate — 26%

Survey methodology:

This random double-opt-in survey of 2,000 sexually active Americans who are in a committed relationship was commissioned by K-Y between Jan. 5 and Jan. 13, 2024. It was conducted by market research company OnePoll, whose research team are members of the Market Research Society, the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).