Study reveals more than a third of UK couples announce engagement on social media first

16 May 2018

More than a third of UK couples declare their engagement on social media before telling their family

A study of engaged couples, carried out by luxury watch and jewellery retailer Ernest Jones, has explored the role social media plays on modern proposals. The results have revealed that more than a third of British couples (34%) use social media to break the news of their proposal before informing their family.

The majority of respondents (96%) also had expectations on the amount of ‘likes’ they’d receive on social posts. On average, engaged couples expected around 157 on their posts on average, with photographs (54%) or a status (52%) being the most popular ways for them to share their engagement news.

When it comes to timescale, the study shows that people like to share their good news quickly, with one in five admitting they changed their Facebook status to ‘engaged’ within 48 hours of the proposal. Of all the age groups, 18-24-year-olds are the quickest to announce – with 25% saying they updated their social channels within two hours.

The study also looked at engagement ring buying habits. Of those that bought the ring pre-proposal, almost a third said they took just one to three hours to choose the ring; however, more than half of those surveyed said they chose the ring together after their partner had popped the question.

A spokesperson from Ernest Jones commented on the study: “People love posting their engagement stories on Instagram and we enjoy seeing how proposal stories unfold on social media. From taking the perfect engagement ring selfie, to the actual announcement - we created this study to find out exactly how much of a role social media plays when people pop the question.

“Our research highlights the digital shift in how people announce their engagement, with a large proportion of people choosing to announce their news on social media first. However, the element of surprise is definitely still relevant, with nearly half of people not knowing their partner was going to propose.

“We also wanted to look at how happy people were with their rings. Partners who bought engagement rings before they proposed got it spot on, with the majority saying they were really happy with their other half’s choice of ring.”

Looking for the perfect proposal ideas? Take the Ernest Jones quiz to find out what you should do based on your other half’s social media activity.

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