Whether it’s 29, 39, 49, 0r 59, people reaching these ages, known as “9-enders“, were more likely to make life changes that: “reveal a search for existential meaning when they approach a new decade in age”.
The researchers – at universities across America in collaboration with Madison.com, a web-site for extra-marital dating – analysed 8 million male users on the site and found it was a global trend.
The website’s CEO Noel Biderman says that each year they see a significant number of people signing up as they approach a milestone age. He thinks it’s a time to step back and reflect on life choices.
“Some people turn to fitness (for example running marathons) or travel and some turn to infidelity to create happiness”.
Men were more likely to cheat but women were not immune to the thought of another decade passing by (as we observe from the cougar phenomenon).
A report on this phenomenon was written by two professors of marketing and published in the Proceedings of the National Academy of Sciences of the USA.