Approximately 40% of people in their 40s have experienced 'new love' | Matching apps are the most common place to meet, with 'alignment of values' being the most important condition (Happy Mail Survey)
A survey by Happy Mail revealed that about 40% of single individuals in their 40s have met a new partner, with matching apps being the most common method. The primary preference for partners in this age group is the alignment of values and personalities, indicating a shift towards prioritizing inner qualities and long-term compatibility.
📋 Article Processing Timeline
- 📰 Published: April 2, 2026 at 19:33
- 🔍 Collected: April 2, 2026 at 14:01
- 🤖 AI Analyzed: April 17, 2026 at 21:40 (367h 38m after Collected)
I-bec Inc. (Headquarters: Fukuoka City, Fukuoka Prefecture), which operates the dating and romance matching app/service "Happy Mail" with a cumulative membership of 35 million (*1) (https://happymail.co.jp/), conducted a survey on "Dating and Relationship Views of People in their 40s" targeting 200 unmarried men and women in their 40s (100 men, 100 women).
In this survey, a multiple-choice survey was conducted by gender for the following aspects, and the response results were aggregated:
● Whether they have experienced meeting a new partner since turning 40
● Where they met their new partner
● The most sought-after condition in a partner for people in their 40s
This release reveals the reality and trends of dating for people in their 40s, based on the responses of 200 unmarried men and women in their 40s.
Detailed data and chart materials from the survey results are available on the page below for use as reference material for news and article production.
▼Special Survey Results Page
https://happymail.co.jp/happylife/koikatsu/40dai-deai/
### 1. Approximately 40% of people in their 40s have experienced meeting a new partner (200 unmarried individuals in their 40s)
When 200 unmarried individuals in their 40s were asked, "Have you experienced meeting a new partner since turning 40?", the results were: 85 people ("Yes") (42.50%) and 115 people ("No") (57.50%).
[Breakdown (Number of people / Percentage)]
● Yes: 85 people (42.50%)
● No: 115 people (57.50%)
[By Gender (100 each)]
● Men
○ Yes: 47 people (47.00%)
○ No: 53 people (53.00%)
● Women
○ Yes: 38 people (38.00%)
○ No: 62 people (62.00%)
A total of 85 out of 200 respondents (42.50%) answered "Yes," indicating that approximately 40% of people in their 40s have experience meeting a new partner.
Furthermore, the experience rate for men (47.00%) exceeded that for women (38.00%), showing a difference of approximately 9 percentage points between genders.
### 2. The most common place to meet is "Matching Apps/Dating Sites" (40s who have met a partner: 85 people)
When the 85 individuals in their 40s who had met a new partner were asked, "Where did you meet your partner?", the most frequent answer was "Matching Apps/Dating Sites" with 35 people (41.18%).
This was followed by "Introductions from friends/acquaintances" with 22 people (25.88%), and "Workplace/professional relationships" with 11 people (12.94%).
[Breakdown (Number of people / Percentage)]
● Matching Apps/Dating Sites: 35 people (41.18%)
● Introductions from friends/acquaintances: 22 people (25.88%)
● Workplace/professional relationships: 11 people (12.94%)
● Hobbies, adult circles, lessons: 10 people (11.76%)
● Regular establishments (e.g., bars, cafes): 5 people (5.88%)
● Other: 2 people (2.35%)
[By Gender]
● Men (47 people)
○ Matching Apps/Dating Sites: 20 people (42.55%)
○ Introductions from friends/acquaintances: 14 people (29.79%)
○ Workplace/professional relationships: 5 people (10.64%)
○ Hobbies, adult circles, lessons: 5 people (10.64%)
○ Regular establishments: 2 people (4.26%)
○ Other: 1 person (2.13%)
● Women (38 people)
○ Matching Apps/Dating Sites: 15 people (39.47%)
○ Introductions from friends/acquaintances: 8 people (21.05%)
○ Workplace/professional relationships: 6 people (15.79%)
○ Hobbies, adult circles, lessons: 5 people (13.16%)
○ Regular establishments: 3 people (7.89%)
○ Other: 1 person (2.63%)
A total of 35 out of 85 respondents (41.18%) answered "Matching Apps/Dating Sites," indicating that online services are the most common means for dating among people in their 40s.
### 3. The most important factor for people in their 40s is "Alignment of Values and Personalities" (200 unmarried individuals in their 40s)
When 200 unmarried individuals in their 40s were asked, "What is the most important condition you seek in a partner when dating in your 40s?", the most frequent answer was "Alignment of values and personalities" with 97 people (48.50%).
This was followed by "Comfortable presence" with 59 people (29.50%), and "Stable financial power" with 28 people (14.00%).
[Breakdown (Number of people / Percentage)]
● Alignment of values and personalities: 97 people (48.50%)
● Comfortable presence: 59 people (29.50%)
● Stable financial power: 28 people (14.00%)
● Family situation (presence of children, parents' situation): 9 people (4.50%)
● Cleanliness/Appearance: 7 people (3.50%)
[By Gender (100 each)]
● Men
○ Alignment of values and personalities: 51 people (51.00%)
○ Comfortable presence: 34 people (34.00%)
○ Stable financial power: 8 people (8.00%)
○ Family situation: 3 people (3.00%)
○ Cleanliness/Appearance: 4 people (4.00%)
● Women
○ Alignment of values and personalities: 46 people (46.00%)
○ Comfortable presence: 25 people (25.00%)
○ Stable financial power: 20 people (20.00%)
○ Family situation: 6 people (6.00%)
○ Cleanliness/Appearance: 3 people (3.00%)
A total of 97 out of 200 respondents (48.50%) answered that they most value "alignment of values and personalities."
Furthermore, combining "alignment of values and personalities" and "comfortable presence" resulted in 156 people (78.00%), confirming a strong tendency among people in their 40s to prioritize internal qualities.
### 4. What are the actual changes in dating experiences for people in their 40s (Free response)
When 200 unmarried individuals in their 40s were asked about the differences in dating experiences compared to their 20s and 30s, responses included "dating opportunities decrease," "focus shifts from appearance to inner qualities," and "dating becomes more future-oriented."
**4-1. Dating opportunities decrease**
[Excerpts from free responses]
Dating opportunities have clearly decreased. (Male)
Dating opportunities have completely disappeared. (Male)
Dating opportunities disappear when you reach your 40s. (Female)
When you reach your 40s, your lifestyle becomes fixed, and opportunities to interact with new people drastically reduce. (Female)
Free responses indicated multiple instances of people perceiving "a decrease in natural dating opportunities" in their 40s, clearly verbalizing the change in the quantity of encounters.
**4-2. Focus shifts from appearance to inner qualities**
[Excerpts from free responses]
I feel that values are more important than appearance. (Female)
I've come to prioritize the other person's inner qualities and compatibility over their appearance. (Male)
The focus has shifted to substance over appearance. (Female)
I've come to prefer partners whose inner qualities and values are similar, rather than their appearance. (Male)
Free responses featured keywords like "values," "inner qualities," and "compatibility," universally indicating a perceived shift in judgment criteria from appearance to inner substance.
**4-3. Dating becomes more future-oriented**
[Excerpts from free responses]
I've started seeking encounters where I can think about the future. (Male)
I've started thinking realistically and prefer people who have stable jobs. (Female)
I've begun considering marriage with a view towards our later years. (Female)
Free responses included terms like "future," "realistic," and "old age," revealing that dating in one's 40s is perceived in connection with medium to long-term life planning.
### Survey Summary
In this survey, by investigating the presence of new partner encounters, meeting places (for those who have met), and the most sought-after conditions in a partner among 200 unmarried individuals in their 40s, the following points became clear.
● 42.50% of people have experienced meeting a new partner since turning 40.
● For meeting places (among 85 people with dating experience), "Matching Apps/Dating Sites" were the most common at 41.18%.
● The most sought-after condition in a partner was "Alignment of values and personalities" at 48.50%.
● Changes perceived by people in their 40s regarding dating included "a decrease in dating opportunities," "a focus on inner qualities over appearance," and "future-oriented dating."
Detailed data and chart materials from this survey are available on the special page below. They can also be used as reference material for news and article production.
▼Special Survey Results Page
https://happymail.co.jp/happylife/koikatsu/40dai-deai/
[Survey Overview]
Survey Method: Internet Questionnaire
Survey Target: Unmarried men and women in their 40s
Survey Sample Size: 100 men, 100 women (Total 200 people)
Date Conducted: January 29, 2026
Survey Executor: Happy Mail (Happy) (https://happymail.co.jp/)
Survey Company: I-bec Inc.
Related Page: https://happymail.co.jp/happylife/koikatsu/40dai-deai/
### About Happy Mail (Happy)
Happy Mail (Happy) provides opportunities for encounters as a dating and romance matching app/website.
Based on achievements cultivated over more than 25 years of operation, the service is provided across PCs, smartphones, and apps, adapting to the changing times.
In 2018, a consultation was received to create a romance film themed around encounters from matching men and women, marking the first involvement in film production for the matching industry.
In 2019, Kayo Noro was appointed as an ambassador, and based on actual user experiences with Happy Mail, the web drama "Happy Mail ~Love Story~" was produced to promote awareness of "romance and marriage" stemming from real encounters via apps and the internet.
In 2024, the cumulative membership surpassed 35 million (as of June 2024).
[Brand Ambassador Employment Record]
2019 Kayo Noro
2020 Kayo Noro
2021 Kayo Noro
2022 Honoka
2023 Honoka
2024 Yukipoyo
Official Website: https://happymail.co.jp
General Page: https://happymail.jp
Supported Devices: Smartphones, PCs
Supported Languages: Japanese
Service Area: Japan
Service Start Date: August 2000
Price: Free to download
Development & Operation: I-bec Inc.
App Store: https://itunes.apple.com/jp/app//id521055533?mt=8
Google Play: https://play.google.com/store/apps/details?id=jp.co.i_bec.suteki_happy&hl=ja
We support all men and women looking for encounters through matching apps! YouTube channel "Koilabo" sponsored by Happy Mail: https://www.youtube.com/@koilabo.happymail
Happy Mail Official YouTube: https://www.youtube.com/channel/UCjKoGOmdSsroocH3cSiQt1Q
Dating/Marriage Trend Information Site Happy Life: https://happymail.co.jp/happylife/
In this survey, a multiple-choice survey was conducted by gender for the following aspects, and the response results were aggregated:
● Whether they have experienced meeting a new partner since turning 40
● Where they met their new partner
● The most sought-after condition in a partner for people in their 40s
This release reveals the reality and trends of dating for people in their 40s, based on the responses of 200 unmarried men and women in their 40s.
Detailed data and chart materials from the survey results are available on the page below for use as reference material for news and article production.
▼Special Survey Results Page
https://happymail.co.jp/happylife/koikatsu/40dai-deai/
### 1. Approximately 40% of people in their 40s have experienced meeting a new partner (200 unmarried individuals in their 40s)
When 200 unmarried individuals in their 40s were asked, "Have you experienced meeting a new partner since turning 40?", the results were: 85 people ("Yes") (42.50%) and 115 people ("No") (57.50%).
[Breakdown (Number of people / Percentage)]
● Yes: 85 people (42.50%)
● No: 115 people (57.50%)
[By Gender (100 each)]
● Men
○ Yes: 47 people (47.00%)
○ No: 53 people (53.00%)
● Women
○ Yes: 38 people (38.00%)
○ No: 62 people (62.00%)
A total of 85 out of 200 respondents (42.50%) answered "Yes," indicating that approximately 40% of people in their 40s have experience meeting a new partner.
Furthermore, the experience rate for men (47.00%) exceeded that for women (38.00%), showing a difference of approximately 9 percentage points between genders.
### 2. The most common place to meet is "Matching Apps/Dating Sites" (40s who have met a partner: 85 people)
When the 85 individuals in their 40s who had met a new partner were asked, "Where did you meet your partner?", the most frequent answer was "Matching Apps/Dating Sites" with 35 people (41.18%).
This was followed by "Introductions from friends/acquaintances" with 22 people (25.88%), and "Workplace/professional relationships" with 11 people (12.94%).
[Breakdown (Number of people / Percentage)]
● Matching Apps/Dating Sites: 35 people (41.18%)
● Introductions from friends/acquaintances: 22 people (25.88%)
● Workplace/professional relationships: 11 people (12.94%)
● Hobbies, adult circles, lessons: 10 people (11.76%)
● Regular establishments (e.g., bars, cafes): 5 people (5.88%)
● Other: 2 people (2.35%)
[By Gender]
● Men (47 people)
○ Matching Apps/Dating Sites: 20 people (42.55%)
○ Introductions from friends/acquaintances: 14 people (29.79%)
○ Workplace/professional relationships: 5 people (10.64%)
○ Hobbies, adult circles, lessons: 5 people (10.64%)
○ Regular establishments: 2 people (4.26%)
○ Other: 1 person (2.13%)
● Women (38 people)
○ Matching Apps/Dating Sites: 15 people (39.47%)
○ Introductions from friends/acquaintances: 8 people (21.05%)
○ Workplace/professional relationships: 6 people (15.79%)
○ Hobbies, adult circles, lessons: 5 people (13.16%)
○ Regular establishments: 3 people (7.89%)
○ Other: 1 person (2.63%)
A total of 35 out of 85 respondents (41.18%) answered "Matching Apps/Dating Sites," indicating that online services are the most common means for dating among people in their 40s.
### 3. The most important factor for people in their 40s is "Alignment of Values and Personalities" (200 unmarried individuals in their 40s)
When 200 unmarried individuals in their 40s were asked, "What is the most important condition you seek in a partner when dating in your 40s?", the most frequent answer was "Alignment of values and personalities" with 97 people (48.50%).
This was followed by "Comfortable presence" with 59 people (29.50%), and "Stable financial power" with 28 people (14.00%).
[Breakdown (Number of people / Percentage)]
● Alignment of values and personalities: 97 people (48.50%)
● Comfortable presence: 59 people (29.50%)
● Stable financial power: 28 people (14.00%)
● Family situation (presence of children, parents' situation): 9 people (4.50%)
● Cleanliness/Appearance: 7 people (3.50%)
[By Gender (100 each)]
● Men
○ Alignment of values and personalities: 51 people (51.00%)
○ Comfortable presence: 34 people (34.00%)
○ Stable financial power: 8 people (8.00%)
○ Family situation: 3 people (3.00%)
○ Cleanliness/Appearance: 4 people (4.00%)
● Women
○ Alignment of values and personalities: 46 people (46.00%)
○ Comfortable presence: 25 people (25.00%)
○ Stable financial power: 20 people (20.00%)
○ Family situation: 6 people (6.00%)
○ Cleanliness/Appearance: 3 people (3.00%)
A total of 97 out of 200 respondents (48.50%) answered that they most value "alignment of values and personalities."
Furthermore, combining "alignment of values and personalities" and "comfortable presence" resulted in 156 people (78.00%), confirming a strong tendency among people in their 40s to prioritize internal qualities.
### 4. What are the actual changes in dating experiences for people in their 40s (Free response)
When 200 unmarried individuals in their 40s were asked about the differences in dating experiences compared to their 20s and 30s, responses included "dating opportunities decrease," "focus shifts from appearance to inner qualities," and "dating becomes more future-oriented."
**4-1. Dating opportunities decrease**
[Excerpts from free responses]
Dating opportunities have clearly decreased. (Male)
Dating opportunities have completely disappeared. (Male)
Dating opportunities disappear when you reach your 40s. (Female)
When you reach your 40s, your lifestyle becomes fixed, and opportunities to interact with new people drastically reduce. (Female)
Free responses indicated multiple instances of people perceiving "a decrease in natural dating opportunities" in their 40s, clearly verbalizing the change in the quantity of encounters.
**4-2. Focus shifts from appearance to inner qualities**
[Excerpts from free responses]
I feel that values are more important than appearance. (Female)
I've come to prioritize the other person's inner qualities and compatibility over their appearance. (Male)
The focus has shifted to substance over appearance. (Female)
I've come to prefer partners whose inner qualities and values are similar, rather than their appearance. (Male)
Free responses featured keywords like "values," "inner qualities," and "compatibility," universally indicating a perceived shift in judgment criteria from appearance to inner substance.
**4-3. Dating becomes more future-oriented**
[Excerpts from free responses]
I've started seeking encounters where I can think about the future. (Male)
I've started thinking realistically and prefer people who have stable jobs. (Female)
I've begun considering marriage with a view towards our later years. (Female)
Free responses included terms like "future," "realistic," and "old age," revealing that dating in one's 40s is perceived in connection with medium to long-term life planning.
### Survey Summary
In this survey, by investigating the presence of new partner encounters, meeting places (for those who have met), and the most sought-after conditions in a partner among 200 unmarried individuals in their 40s, the following points became clear.
● 42.50% of people have experienced meeting a new partner since turning 40.
● For meeting places (among 85 people with dating experience), "Matching Apps/Dating Sites" were the most common at 41.18%.
● The most sought-after condition in a partner was "Alignment of values and personalities" at 48.50%.
● Changes perceived by people in their 40s regarding dating included "a decrease in dating opportunities," "a focus on inner qualities over appearance," and "future-oriented dating."
Detailed data and chart materials from this survey are available on the special page below. They can also be used as reference material for news and article production.
▼Special Survey Results Page
https://happymail.co.jp/happylife/koikatsu/40dai-deai/
[Survey Overview]
Survey Method: Internet Questionnaire
Survey Target: Unmarried men and women in their 40s
Survey Sample Size: 100 men, 100 women (Total 200 people)
Date Conducted: January 29, 2026
Survey Executor: Happy Mail (Happy) (https://happymail.co.jp/)
Survey Company: I-bec Inc.
Related Page: https://happymail.co.jp/happylife/koikatsu/40dai-deai/
### About Happy Mail (Happy)
Happy Mail (Happy) provides opportunities for encounters as a dating and romance matching app/website.
Based on achievements cultivated over more than 25 years of operation, the service is provided across PCs, smartphones, and apps, adapting to the changing times.
In 2018, a consultation was received to create a romance film themed around encounters from matching men and women, marking the first involvement in film production for the matching industry.
In 2019, Kayo Noro was appointed as an ambassador, and based on actual user experiences with Happy Mail, the web drama "Happy Mail ~Love Story~" was produced to promote awareness of "romance and marriage" stemming from real encounters via apps and the internet.
In 2024, the cumulative membership surpassed 35 million (as of June 2024).
[Brand Ambassador Employment Record]
2019 Kayo Noro
2020 Kayo Noro
2021 Kayo Noro
2022 Honoka
2023 Honoka
2024 Yukipoyo
Official Website: https://happymail.co.jp
General Page: https://happymail.jp
Supported Devices: Smartphones, PCs
Supported Languages: Japanese
Service Area: Japan
Service Start Date: August 2000
Price: Free to download
Development & Operation: I-bec Inc.
App Store: https://itunes.apple.com/jp/app//id521055533?mt=8
Google Play: https://play.google.com/store/apps/details?id=jp.co.i_bec.suteki_happy&hl=ja
We support all men and women looking for encounters through matching apps! YouTube channel "Koilabo" sponsored by Happy Mail: https://www.youtube.com/@koilabo.happymail
Happy Mail Official YouTube: https://www.youtube.com/channel/UCjKoGOmdSsroocH3cSiQt1Q
Dating/Marriage Trend Information Site Happy Life: https://happymail.co.jp/happylife/