Though idyllic Valentine's Day ad scenarios still feature men showering women with roses and cards, research from Experian Simmons reveals women actually buy more flowers over the 'net — and eCards enjoy as much popularity as traditional ones.

In 2008, more women visited flower websites than men, according to Hitwise, sister company of Experian Simmons. 63% of visitors to US flower websites in the four weeks ending Feb. 16, 2008 were female, MarketingCharts reports.

The Simmons National Consumer Study/National Hispanic Consumer Study also finds that women are more likely than men to visit flower websites like 1-800-FLOWERS.com and Teleflora.com.

Interestingly, only younger and older consumers are most likely to give flowers - because they can't think of another present, the analysis found. Experian Simmons suggests that this could mean that flowers are either a last-minute gift choice, or that consumers think flowers are appropriate for any occasion.

Dating Site Visits Up Around V-Day

Because not everyone has a Cupid's-Day mate, Simmons research reveals that many single American adults attempt to brighten their Valentine's Day by using online dating websites. Data from Hitwise shows that there typically is a spike in the number of visits to dating websites in the weeks before February 14, and that males are the predominant visitors to these sites. In February 2008, 57% of the visitors were male - a considerable increase from two years earlier when visitors to dating websites were only 51% male.

Among the four dating websites reviewed by Experian Simmons, men are 36% more likely to select Date.com over the three other prominent competitors (17% for AmericanSingles.com, 19% for eHarmony.com, 13% for Match.com).

E-Cards and Traditional Cards Given Equally

The research also investigated if greeting-card purchases have been overshadowed by e-cards in the past several years. Looking at four geographic areas shows little difference between the use of traditional greeting cards and e-cards.

However, those in the West US are less likely to either use/visit greeting card stores like Hallmark.com or purchase greeting traditional greeting cards. Valentine's Day is the second-biggest card-giving holiday in the US, according to Experian Simmons.

Statistics culled by online dating sites recently revealed the depressed economy makes Americans more likely to pursue romantic relationships online. And a recent Nielsen report found online dating ad spend is only rising.