40% of married Indians have a ‘digital affair’ No lipstick stains, just unread messages
The most recent research from Gleeden shows a shocking 40% of married Indians admitted they have a "digital affair."
In a world where love is merely a swipe away, emotional fidelity is being pushed to the limits. While physical cheating might still be headline news, emotional fidelity is thriving in the shadows of cyberspace. And there is no physical evidence—no lipstick stains on the collar or perfume on the shirts—only unread DMs, emoji-flirting at midnight and usernames only they know. The most recent research from Gleeden shows a shocking 40% of married Indians admitted they have a "digital affair." These "affairs" are not physical relationships but, rather, romantic interactions that are sexually suggestive and emotionally intimate with someone other than the person's spouse—completely online!
“As India changes socially and digitally, the normativity of relationships is shifting as well—quietly, painfully, often one unread message at a time. The rise of Gleeden is simply a symptom of larger shifts: longer work hours, greater screen time, and a largely unmet need for intimacy, in a world full of stimulation. So if you are thinking that your marriage is safe just because there is no lipstick on the collar, you might want to reconsider. Today, the real threat might not be lipstick, but in the cloud, showing up as a heart emoji and a "hey you" at 2 a.m.” says Sybil Shiddell, Relationship Manager, Gleeden India
Even more fascinating, almost 65% of the respondents say they saw their virtual experiences as "harmless fun," and 37% who acknowledged that emotional infidelity is worse than physical infidelity, confessed that they still carry on their texting. These contradictions are contributing to a silent transformation of how contemporary Indian marriages are dealing with desire, boredom, and emotional discontent.
Looking to the Future, Stay Married? The Paradox of Digital Disloyalty
Gleeden data has shown that a whopping 72% of digital cheaters do not intend to leave their marriages. They are using these online connections as an escape hatch - an emotional spa day from the boredom or arguments of home life.
Interestingly, men ages 30-45 were the busiest on the app, followed closely by women ages 25-40, suggesting a gender-neutral craving for digital validation and stimulation. One of the most astounding stats? 56% of women said they feel more "heard" and "valued" in their online affairs than in their reality. That is not flirting, that is emotional CPR.
Flirting in Airplane Mode - It is all in the Typing Bubbles
Unlike a traditional affair, digital flings do not require a hotel or a clandestine meeting. All that is needed is a username and Wi-Fi. Online platforms like Gleeden provide anonymity, secure chats, and the precious gift of curated discretion. In fact, Gleeden has seen a 30% increase in user activity post-pandemic, when lockdowns forced people to live close together - and often emotionally disconnected - with their spouse.What starts with a harmless emoji or late-night message quickly escalates to full-blown emotional affair. 49% of users admitted to having someone to text every day, flirt with, or share secrets with - without ever seeing them in person. And herein lies the rub: digital affairs feel safer, guilt-free, and "not really cheating" - until that moment when it does.
Love in the Age of Notifications — Why We Are Hardwired for Distraction
Psychologists agree that dopamine, the "feel-good" chemical for the brain, is key in online infidelity. Each time people receive a flirtatious message, a heart emoji, or a suggestive photo, they trigger a neurological reaction very similar to physical intimacy. Gleeden's behavioral insights team also found that users mostly access the app between 10 p.m. and 1 a.m. — when most partners are sleeping and digital lovers are awake. These newly minted cheaters aren't simply bored in these late-night hours. Of those surveyed, 41% reported that they felt emotionally neglected, 33% reported lacking excitement, and 22% reported that they missed feeling attractive or wanted.
No Password, No Trust — should couples be scared?
The new notion of digital affairs is giving rise to urgent questions in marriages in India: where does fidelity start and end? Is lack of emotions a problem or Not that physical? Should couples share passwords, or does that kill the romance?
While Gleeden has done some research on perceptions of digital affairs, the survey also reported that 68% of users said they would feel betrayed if their partner had a similar online affair even though they themselves are simultaneously having one. The asymmetry isn't surprising, but it's human. Marriage therapists are seeing more and more cases where the crisis does not stem from sex, but rather from instant chats, typing bubbles at midnight and hidden tabs on your browser. The emotional decimation brought on by digital affairs may be quiet, but it's damaging, deep-seated, and enduring.
