Looking for Love Online: Marketing Lessons from the Top Online Dating Sites

One in every ten American adults has used an online dating site or a mobile dating app. The questions we have used to measure online dating have evolved over the years, and as a result we cannot directly compare the size of the total online dating population to some of our earlier surveys on the subject. Urban and suburban residents are more likely than rural residents to use online dating, and those who have attended college are around twice as likely to do so as are those who have not attended college. Of course, only a portion of the population is in the market for a relationship at any given time. Some are currently in long-standing relationships that predate the adoption of online dating, while others are single but not actively looking for a romantic partner. This does not include users of mobile dating apps, which will be discussed in the next section of the report. The college-educated and those in their mid-twenties through mid-forties are especially likely to use online dating sites.

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Online dating is a billion dollar industry. Leading the pack with a Their ad is not about selling you on signing up for their offering. Instead they position themselves as a resource to help you find the top online dating sites. One thing to point out about this ad is something not many people pay attention to in AdWords… the domain name. In addition, they effectively use Sitelinks the blue links under the ad , which can help increase CTRs and get prospects more quickly to the most relevant page on a site.

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Despite the constant growth in the use of online dating sites and mobile dating applications, research examining potential problematic use of online dating has remained scarce. Findings suggest that personality correlates such as neuroticism, sociability, sensation-seeking, and sexual permissiveness are related to greater use of online dating services. Sex-search and self-esteem enhancement are predictors of problematic use of online dating. Previous research coincides with online dating risks e.

Observations regarding methodological weaknesses and future research implications are included. Back in , Match. Regarding the ubiquity of online dating, Jung et al.

Online Dating and Problematic Use: A Systematic Review

Courtesy Joseph Dominguez hide caption. Here’s the plan: Find someone, get married, grow old together. But what if you’ve done that, and suddenly you find yourself back at square one?

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Part 2: Dating Apps and Online Dating Sites

With an explosion of new websites and apps, the dating services industry has performed very well in the past five years and is continuing to grow as today’s singles turn to the Internet for help finding love. Read on to discover insights into the market for dating services and what the future holds for this industry. The dating services industry includes several different segments. According to Business of Apps , the dating app Tinder is available in over 30 languages.

The app has generated over one billion matches since its start, and subscriber estimates vary between , and , users.

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Edward Royzman, a psychology professor at the University of Pennsylvania, asks me to list four qualities on a piece of paper: physical attractiveness, income, kindness, and fidelity. The more I allocate to each attribute, the more highly I supposedly value that quality in a mate. This experiment, which Royzman sometimes runs with his college classes, is meant to inject scarcity into hypothetical dating decisions in order to force people to prioritize.

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After going to college on the East Coast and spending a few years bouncing around, Jacob moved back to his native Oregon, settling in Portland. Almost immediately, he was surprised by the difficulty he had meeting women. Having lived in New York and the Boston area, he was accustomed to ready-made social scenes. Jacob was single for two years and then, at 26, began dating a slightly older woman who soon moved in with him.

She seemed independent and low-maintenance, important traits for Jacob. Past girlfriends had complained about his lifestyle, which emphasized watching sports and going to concerts and bars. Before long, his new relationship fell into that familiar pattern. He was passive in their arguments, hoping to avoid confrontation.

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