Market research on online dating

How online dating won the heart of the nation – Marketing Week

market research on online dating

Nearly a quarter of people have used or are currently using online dating services. who take surveys on SurveyMonkey every day—about their perception and use of Our content marketing guide will teach you everything you need to know. By Mary-Lynn Cesar for Kapitall Wire Online dating is going mainstream. This week-just in time for Valentine's Day-the Pew Research Center released. Investors are interested in the market's potential: last year, German. Online dating market research - Everything you looking for marketing trends in it and men that.

All users were between 30 and 40 years old All users had to be active i. Users were interviewed at office in New York City or over the internet using WebEx and telephone We asked all users who were interviewed at Catalyst to eye-track a Match. Men were shown a female profile and vice-versa. We then explored the users general experiences of online dating and their specific experiences with the site they use. Next, users were asked to log into their account and demonstrate what they would typically do to find matches, assess matches, and then communicate with matches.

We were interested in their overall views of the dating experience on their respective sites.

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Where users had used both sites, we were interested in their comparative observations. Headlines General Perceptions In general, users told us that online dating sites, including eHarmony and Match.

Of Love and Money: The Rise of the Online Dating Industry

Specifically, there was little confidence in the idea of using technology to replace the very complex process of developing human relationships. The simple forms and crude matching techniques on these sites led many users to conclude that online dating sites are best viewed as a pool of potential matches which include some rough screening tools. Despite these shortcomings people use the tools mainly because the traditional approaches — bars, clubs, family, friends, via work, etc.

As a result, users often stated they felt they had to work harder than necessary because of the large number of poor matches returned.

market research on online dating

Locating Matches eHarmony and Match. For the most part Match. Other than the main search, Match. Of these, the Daily5 a computer generated match based on answers gathered from quick poll results was the next most commonly used method of identifying potential matches.

Of Love and Money: The Rise of the Online Dating Industry -

We also probed on some of the readymade computer matching methods Match. The Mutual Match search had been used by most users but only a few used it with any frequency citing that they felt their personal matching techniques were more effective. Few people understood the Reverse match which reflected its low usage level.

On eHarmony locating potential matches is limited to only those people that the site determines to be a match. A few users saw this as an advantage but many users felt this was a significant weakness of the site — specifically as eHarmony does not provide any feedback as to the degree of compatibility or where the compatibility is.

Given this lack of transparency, many users felt the site would be improved if they could also define their own searches. Profile Assessment Initially, we were quite surprised to observe that men and women assess the information in match profiles almost identically regardless of the site they are on.

market research on online dating

Assessment is typically performed as follows: Eye-tracking confirmed what users told us about the Match. After several dates it seems clear that many users develop more acute assessment abilities. Match's first quarterly earnings illustrate the potential hurdles within the online dating industry.

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Following the earnings report, Barclays downgraded the stock, and both JPMorgan and Merrill Lynch lowered their price targets. Keeping these challenges in mind as well as the industry's growthlet's take a look at what analysts expect to see from online dating companies when they next report earnings.

market research on online dating

Analysts provide estimates for various aspects of a company's operations, including its net income, earnings per share and revenue. The consensus estimate, which is the average of the provided figures, is then used as a benchmark come earnings season. If a company surpasses estimates, that's a positive earnings surprise and can boost a stock. On the other hand, missing estimates is a negative earnings surprise and can tank a stock.

Below is a list of online dating stocks and analyst estimates for their next quarterly earnings and revenue.

Online Dating | Pew Research Center

Click on the interactive chart to view data over time. Operates an online dating platform in the People's Republic of China. Jiayuan's portfolio includes Jiayuan. Average earnings estimate for Q4 Average revenue estimate for Q4 Provides online personals services in the United States and internationally.

Spark's portfolio includes ChristianMingle. Market cap at 2. Match's portfolio includes Match. Average earnings estimate for Q1 Average revenue estimate for Q1 Price and market capitalization data sourced from Zacks Investment Research.