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The Dutch and Benelux online dating market
iDate Cologne – September 2013
Eric Klaassen
Dating Insider
www.datinginsider.nl
What is the size of the market?


 
 
 
 
 
 
What are fast-growing "

 
 
 
 
 
 
 and remarkable players?


 
What are t...
Introduction to
Benelux & NL
The Benelux
The Benelux: online population
The Netherlands (NL) 
16.73 m inhabitants

 
 
 
 
 
15.53 m online (93%) 

Luxemburg 
0.50...
Introducing the Dutch: fact or myth
C.	
  Highest	
  Twi+er	
  
penetra0on	
  
B.	
  Tallest	
  people	
  on	
  
earth	
  ...
Top social media penetration
#1 The Netherlands 
26%
#1
 Indonesia 
 
 
 
87%
Emarketer (2013), ComScore (2011)
#1 The Net...
A brief history of online dating in NL
First datingsite:
D-Date
Social media
explosion,
online dating
taboo starts
fading ...
Size of online
dating market
Almost 2.5 million online daters in NL
•  Online population: 15.5 million
•  About 15% uses dating sites, sometimes or reg...
Size of the Dutch online dating market is
€30-35 million
•  Sources at Relatieplanet in 2011: €20-25 million
•  Has grown ...
Payment method preference of consumers
For e-commerce:
1. iDEAL (48%)
2. Paying afterwards (24%)
3. Bank transfer (8%)
4. ...
Breakdown of Dutch dating sites
6 - 7 "
on TV
35 - 45 usable"
for consumers
100 - 150 (semi-)"
professionally managed
600 ...
Different types of dating sites and apps
1.  General"
Lexa, Relatieplanet
2.  Quasi-scientific matchmaking"
Parship, eDarli...
Online dating
players
Significant dating players in BeNeLux
Flirt
 Serious
Free
Freemium
Subscription
BE:	
  EliteDa0ng	
  
Most unique visitors in NL: Lexa (Meetic)
1.  Lexa.nl 
 
 
 
 
455,000 
(3.8%)
2.  Relatieplanet 
 
 
 
261,000 
(2.2%)
3....
Lexa tries to upsell to paid subscription
and matchmaking site Lexamore
Lexa is #1 in traffic & brand awareness
•  Largest datingsite in The Netherlands
•  Top spender on TV advertisements
•  Bra...
Relatieplanet (TMG) is one of the oldest
sites in NL
•  Acquired by TMG in 2005 for €21 million
•  Original founder still ...
Before 2010
 2011-now
Twoo
Twoo app downloaded 1+ million times
Plus: 33% of all users and 44% of NL users access website
through mobile (excluding a...
Twoo offers credits and unlimited
subscription
Twoo: one of the fastest growing
datingsites in history
•  Initially started in Belgium in April 2011
•  Within a year, 10...
One of the reasons for initial quick growth
Another reason for quick growth
Paiq: meet the most intelligent dating site
8+
years of existence
1000s
active users
€0
spend on marketing
The magic inside
•  Text chat to unblur photo of your partner
•  No profiles, just a questionnaire
•  Special features like...
Why users like Paiq
•  More focus on personality: chat to
deblur photo first
•  More anonymous: no profile
search and blurre...
Paiq: smart freemium with dynamic costs
Paiq also offers subscription
The Inner Circle
The Inner Circle offers very simple
subscription
Remarkable player: The Inner Circle
•  Invitation only (5 per member)
•  All members checked before acceptance
•  Started ...
Mobile dating
trends
42%
of Dutch households"
owns a tablet
The Netherlands is a tablet country, still
mainly iPad (32.4%) and Samsung (18.0%)
IDC: market share Q2 2013
Twoo:
2011 Nov to 2013 May
doubled

Mobile an important driver of
revenue for SoLoMo flirt
dating sites.
Mobile: essential ...
Strategic choice: free app or paid app
Outlook: dating
in 2015
Does online dating suffer from
Facebook?
Which of the following BEST describes how you met your current partner online?
Th...
Facebook’s Graph Search is not yet
available in Benelux
Future: the ‘return’ of matchmaking
•  Matching based on
‘what people say’ does
not work
•  Self-learning algorithms
•  Ba...
Future: advanced SoLoMo
•  Apple patent to identify
other users that are
nearby
•  Highlight, SonarMe
apps
Google Glass + FindMyFace + Plus
30 years old
single
lawyer
likes Suits tv-series 
Linda
Recommen-
dations
Five tips for entering Dutch and Benelux
online dating market
1.  Bring a lot of money – or a truly inventive concept
2.  ...
Contact for more information:
Eric Klaassen
eric@datinginsider.nl
http://www.datinginsider.nl
Dutch and Benelux online dating market (iDate Cologne – September 2013)
Dutch and Benelux online dating market (iDate Cologne – September 2013)
Dutch and Benelux online dating market (iDate Cologne – September 2013)
Dutch and Benelux online dating market (iDate Cologne – September 2013)
Dutch and Benelux online dating market (iDate Cologne – September 2013)
Dutch and Benelux online dating market (iDate Cologne – September 2013)
Dutch and Benelux online dating market (iDate Cologne – September 2013)
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Dutch and Benelux online dating market (iDate Cologne – September 2013)

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Keynote presentation for the iDate internet dating conference in Cologne. An overview of the most important players in developments in the online dating industry in The Netherlands and Belgium.

Contents:
- Introduction to BeNeLux & The Netherlands
- Size of the online dating market
- Overview of players
- Largest dating sites: Lexa and Relatieplanet
- Case: Twoo – the fastest growing
- Case: Paiq – the most intelligent
- Case: The Inner Circle – the most trending
- Mobile trends
- Outlook: dating in 2015
- Recommendations for Dutch market

Published in: Business
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Dutch and Benelux online dating market (iDate Cologne – September 2013)

  1. 1. The Dutch and Benelux online dating market iDate Cologne – September 2013 Eric Klaassen Dating Insider www.datinginsider.nl
  2. 2. What is the size of the market? What are fast-growing " and remarkable players? What are the mobile trends? What happens to online dating in 2015? I want to enter the BeNeLux – where should I start? “
  3. 3. Introduction to Benelux & NL
  4. 4. The Benelux
  5. 5. The Benelux: online population The Netherlands (NL) 16.73 m inhabitants 15.53 m online (93%) Luxemburg 0.50 m inhabitants (LUX) 0.46 m online (92%) Belgium (BE) 10.44 m inhabitants 8.49 m online (81%)
  6. 6. Introducing the Dutch: fact or myth C.  Highest  Twi+er   penetra0on   B.  Tallest  people  on   earth   A.  Highest  cannabis   usage  in  Europe   NationaalKompas, Klub Lange Mensen
  7. 7. Top social media penetration #1 The Netherlands 26% #1 Indonesia 87% Emarketer (2013), ComScore (2011) #1 The Netherlands 27%
  8. 8. A brief history of online dating in NL First datingsite: D-Date Social media explosion, online dating taboo starts fading away World Bank Broadband adoption increase," new dating entrants like Relatieplanet Dutch players start expanding to other markets Internetpenetration Free internet providers
  9. 9. Size of online dating market
  10. 10. Almost 2.5 million online daters in NL •  Online population: 15.5 million •  About 15% uses dating sites, sometimes or regularly •  “Size of the prize”: 2.3 million occasional online daters •  “Active market”: 1.0-1.5 million regular online daters Maurice de Hond, CBS
  11. 11. Size of the Dutch online dating market is €30-35 million •  Sources at Relatieplanet in 2011: €20-25 million •  Has grown but now stabilising: €30-35 million •  Rev/cap: €2 NL •  Singles growing at steady rate:" in 2013: 2.8 million" in 2025: 3.3 million
  12. 12. Payment method preference of consumers For e-commerce: 1. iDEAL (48%) 2. Paying afterwards (24%) 3. Bank transfer (8%) 4. Creditcard (8%) 5. PayPal (5%) For dating, pay by phone is an alternative. Provider takes ±25% (call) or 50-70% (SMS). Blauw research (2012)
  13. 13. Breakdown of Dutch dating sites 6 - 7 " on TV 35 - 45 usable" for consumers 100 - 150 (semi-)" professionally managed 600 - 650 dating sites
  14. 14. Different types of dating sites and apps 1.  General" Lexa, Relatieplanet 2.  Quasi-scientific matchmaking" Parship, eDarling 3.  Special matchmaking" Paiq, OkCupid 4.  Niche" eMatching, FunkyFish 5.  Flirt SoLoMo" Badoo, Twoo 6.  Casual/adult" Secondlove, Victoria Milan
  15. 15. Online dating players
  16. 16. Significant dating players in BeNeLux Flirt Serious Free Freemium Subscription BE:  EliteDa0ng  
  17. 17. Most unique visitors in NL: Lexa (Meetic) 1.  Lexa.nl 455,000 (3.8%) 2.  Relatieplanet 261,000 (2.2%) 3.  Twoo 134,000 (1.1%) 4.  Zoosk 98,000 (0.8%) 5.  Pepper.nl 34,000 (0.3%) 6.  Secondlove.nl 32,000 (0.3%) lower in active users 7.  Knuz.nl 27,000 (0.2%) largest free datingsite 8.  EDarling 24,000 (0.2%) 9.  e-matching 13,000 (0.1%) niche: higher education 10. Parship 7,000 (0.1%) July 2013 – Category: Personals Top 10 (but different comScore category):
  18. 18. Lexa tries to upsell to paid subscription and matchmaking site Lexamore
  19. 19. Lexa is #1 in traffic & brand awareness •  Largest datingsite in The Netherlands •  Top spender on TV advertisements •  Brand recognition: #1 in NL 68% brand awareness
  20. 20. Relatieplanet (TMG) is one of the oldest sites in NL •  Acquired by TMG in 2005 for €21 million •  Original founder still active with Relatie.nl •  Claims 200,000 active members per month •  Only one large redesign in 2011 since the start in 2002
  21. 21. Before 2010 2011-now
  22. 22. Twoo
  23. 23. Twoo app downloaded 1+ million times Plus: 33% of all users and 44% of NL users access website through mobile (excluding app)"
  24. 24. Twoo offers credits and unlimited subscription
  25. 25. Twoo: one of the fastest growing datingsites in history •  Initially started in Belgium in April 2011 •  Within a year, 10 million unique visits per month •  Twoo was taken over by Meetic for €18.9 million •  70,000 paying members (March 2013) delivering €2.1 million euro of revenues for Q1. €30 per member, €10 per month. •  Meetic as a whole: marketing costs are 59% of revenues, but marketing of Twoo is cheaper. DatingInsider
  26. 26. One of the reasons for initial quick growth
  27. 27. Another reason for quick growth
  28. 28. Paiq: meet the most intelligent dating site
  29. 29. 8+ years of existence 1000s active users €0 spend on marketing
  30. 30. The magic inside •  Text chat to unblur photo of your partner •  No profiles, just a questionnaire •  Special features like BattleDate •  Better matching using artificial intelligence •  Photo ratings and actual on-site behaviour are used for matching
  31. 31. Why users like Paiq •  More focus on personality: chat to deblur photo first •  More anonymous: no profile search and blurred photos •  Intelligent matching system with simple scoring system (1.0-10.0) •  Matching takes into account physical attractiveness •  Large user base (so plenty of fish) •  Features like BattleDate and photo rating system are fun
  32. 32. Paiq: smart freemium with dynamic costs
  33. 33. Paiq also offers subscription
  34. 34. The Inner Circle
  35. 35. The Inner Circle offers very simple subscription
  36. 36. Remarkable player: The Inner Circle •  Invitation only (5 per member) •  All members checked before acceptance •  Started within group young, successful people •  Expansion strategy to start in new city with local expert when there is some traction. •  Active in Amsterdam (6000+ members), London (4000 members)
  37. 37. Mobile dating trends
  38. 38. 42% of Dutch households" owns a tablet
  39. 39. The Netherlands is a tablet country, still mainly iPad (32.4%) and Samsung (18.0%) IDC: market share Q2 2013
  40. 40. Twoo: 2011 Nov to 2013 May doubled Mobile an important driver of revenue for SoLoMo flirt dating sites. Mobile: essential revenue driver or dissatisfier when absent? Meetic Group (excl. Twoo): 2011 Q1Q2: 3.2% 2012 Q1Q2: 3.3% Mobile not a driver of revenue for general dating sites, but important part of core proposition. +2.9% +100%
  41. 41. Strategic choice: free app or paid app
  42. 42. Outlook: dating in 2015
  43. 43. Does online dating suffer from Facebook? Which of the following BEST describes how you met your current partner online? Through an online dating / relationship website 53.5% Through a social networking website (e.g. Facebook) 7.6% Through an online discussion board / forum / blog (not linked to online dating) 8.6% Through a chat room (not linked to online dating) 17.8% Other 12.6% Total (married or co-habitation and met partner online, n=837) 100.0% DatingInsider
  44. 44. Facebook’s Graph Search is not yet available in Benelux
  45. 45. Future: the ‘return’ of matchmaking •  Matching based on ‘what people say’ does not work •  Self-learning algorithms •  Based on: –  Structured data (actual behaviour) –  Unstructured data (e.g. social media likes)
  46. 46. Future: advanced SoLoMo •  Apple patent to identify other users that are nearby •  Highlight, SonarMe apps
  47. 47. Google Glass + FindMyFace + Plus 30 years old single lawyer likes Suits tv-series Linda
  48. 48. Recommen- dations
  49. 49. Five tips for entering Dutch and Benelux online dating market 1.  Bring a lot of money – or a truly inventive concept 2.  Provide trust & transparency 3.  Lean development: build–measure–learn 4.  Leverage mobile presence – including tablet 5.  Grow towards the critical mass
  50. 50. Contact for more information: Eric Klaassen eric@datinginsider.nl http://www.datinginsider.nl

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