Online dating jan 2014

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The internet dating boom began in 2000, when around 100,000 early adopters braved a dial-up internet connection to find a partner.

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Online dating jan 2014

  1. 1. Online Dating Insight – UK – January 2014
  2. 2. 1. Market overview
  3. 3. Gauging the market… The internet dating boom began in 2000, when around 100,000 early adopters braved a dial-up internet connection to find a partner. Now that figure is 9.1 million, according to the Metaflake study, with two-thirds using mainstream dating sites such as Match and eHarmony, while 2.8 million pursue "erotic encounters" on websites such as Shagaholic and Sexintheuk – contributing £170m to the UK economy. Not only did the UK have the highest concentration of single people in the pan- European study, according to Metaflake, but it was also judged to have the "most colourful dating landscape" due to the volume of themed singles dating sites, ranging from Cougar Dating to Uniform Dating, to those catering for religious groups or body-type preferences. Of Europe's 5,000 dating portals, roughly 1,500 emanate from the UK. The five biggest players in Europe are Friendfinder, Match owner Meetic, Badoo, C- Date and eDarling. Match is the UK market leader. Source: Metaflake 2012
  4. 4. Room to grow the market The majority of singles in the general public looking for love who have never used online dating services would be encouraged to do so in the future, and particularly if the credibility of other members could be assured. This is followed by being assured that their data would not be shared with other sites, and then if they could be assured about the security of their privacy/profile. Whilst assurances of credibility of other members, security and privacy are more likely than cost to encourage sign-up, cost is a dominating factor when it comes to non-users choosing which site to sign up to, although data security also features quite prominently. Recommendations from friends and family, online reviews by other users and website reviews would have a greater influence on choice of dating site than any forms of media advertising. Source: YouGov SixthSense, Online Dating 2013
  5. 5. Awareness of online dating sites Only two of the dating sites were stated as being heard of by over one-half of respondents: Match.com (60%); eHarmony.co.uk (56%). More generally, younger people are significantly more aware of each of the sites compared to older people, but those aged 25- 39 have the greatest awareness. Less than one-quarter had heard of any of the other sites listed in the report, with many sites gaining less than a 10% response rate. Source: YouGov SixthSense, Online Dating 2013
  6. 6. 1. Attitudes and users
  7. 7. Reasons for signing up among users None of the options listed netted a response of more than 50%, suggesting that there isn’t one over-riding reason shared by members for signing up to online dating sites. Source: YouGov SixthSense, Online Dating 2013
  8. 8. Factors that would encourage sign-up Issues concerning credibility and privacy are the main factors that would encourage singles to sign up. Almost three-quarters (72%) would want to be assured about the credibility of other members. Just over half (55%) would want to be assured that their data would not be shared with other sites, with a similar proportion (54%) stating that they would want their privacy/profile to be secure. Source: YouGov SixthSense, Online Dating 2013
  9. 9. Factors that would encourage sign-up Whilst assurances of credibility of other members, security and privacy are more likely than cost to encourage sign-up, cost is a dominating factor when it comes to non-users choosing which site to sign up to. Source: YouGov SixthSense, Online Dating 2013
  10. 10. Factors that would encourage sign-up When it comes to influencing choice of site amongst potential future members, recommendations from significant others cannot be understated. Over half (53%) of non-users would trust recommendations from friends and family members, and significantly more than they would any of the other options. Reviews from users follow this (39%), backed up by website reviews (28%) and reviews in magazines/newspapers (24%). Furthermore, results highlight that recommendations from trusted parties and reviews are significantly more influential than any modes of advertising on behalf of the sites/brands themselves. Thus whilst the potential is there for online dating to attract new members, for any site/brand to achieve this, it needs to be able to gain a good reputation by assuring the credibility of other members by careful vetting and background checks, along with affording users confidentiality and exclusivity. In addition, whilst providing a profile matching service, it could be beneficial to provide a location-based service that also hosts face-to-face meet-ups with other members. Source: YouGov SixthSense, Online Dating 2013
  11. 11. Site membership: most go free Source: YouGov SixthSense, Online Dating 2013 Almost three-fifths (59%) of users of online dating services are members of free sites only. Members of subscription sites were asked to record the amount they pay on a monthly basis for the online dating site or sites that they use. Results point towards a willingness on the part of singles to pay relatively handsomely for a potential date.
  12. 12. Ratings of sites, by users Source: YouGov SixthSense, Online Dating 2013 Results highlight that Telegraph.co.uk/dating, OKCupid.com and Gaydar are the most highly rated by their users.
  13. 13. National – Dating spends on TV Brand (T VEye) Sept'13 Oct'13 Nov'13 Dec'13 T otal % Spend Adults.co.uk dating service £55,7 68 £45,428 £13,368 £25,150 £139,7 14 4% Christianmingle.com £10,332 £14,656 £12,528 £15,7 18 £53,234 2% Eharmony.co.uk £332,432 £197 ,7 20 £137 ,255 £667 ,407 21% Inboxme.co.uk online dating £7 ,893 £7 ,893 0% Match.com dating service £551,7 84 £459,068 £231,848 £137 ,990 £1,380,690 43% Mysinglefriend.com dating service £7 4,616 £7 4,616 2% Oasis.com dating service £22,084 £17 ,648 £9,220 £6,328 £55,280 2% Onelastfling.com £1,684 £432 £2,116 0% Plentymorefish.com £13,368 £16,220 £18,188 £22,615 £7 0,391 2% Uniformdating.com £205,432 £330,400 £142,7 36 £93,005 £7 7 1,57 3 24% Upforit.com dating service £15,67 3 £15,67 3 0% Total £1,267,500 £883,852 £625,608 £461,625 £3,238,585 100%
  14. 14. About Goodman We trust you found this market analysis of interest Our services all share a common foundation based on as full an understanding as we can have of our client’s or potential client’s business Any media planning or design briefs are considered in relation to realistic market potential and trackable spends We want to make recommendations based on facts not feelings As well as our own experience, we now have direct access to a plethora of premium insight and planning tools including YouGov SixthSense, Key Note, IBISWorld, Trajectory Partnership and Iconoculture in addition to a powerful global news database, Nexis, so as we are tracking your markets we can update this as soon as new information is released Goodman is a fully accredited media and advertising agency based in central London. Established in 1997 we pride ourselves in always working hard to buy better and more effectively for all our clients regardless of budget or business type Please give us a call 0845 225 55 55 www.goodmanassociates.co.uk

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