Industry analysis of online dating
Tinder, America’s fast-growing online-dating juggernaut, last week unveiled its first big branding partnership aimed at its core audience of millennial fling-seekers: a neon-drenched video-ad campaign hyping Bud Light’s mega-keg party, “Whatever, USA.” Meanwhile, over at Tinder’s less-youthful rival e Harmony, a recent ad saw its 80-year-old founder counseling a single woman besieged by bridesmaid’s invitations to take some time (and, of course, the site’s 200-question compatibility quiz) to find that special someone: “Beth, do you want fast or forever?” Both companies are dominant forces in America’s .2 billion online-dating industry, which in the last few years has quickly become a bedrock of the American love life.The “User” box shows the number of active paying customers (or accounts) of the selected market (market segment, region) in millions for each year.The “Penetration Rate” box shows the share of active paying customers (or accounts) from the total population (adults aged 16 and older) of the selected market (market segment, region) for each year.One in 10 adults now average more than an hour every day on a dating site or app, Nielsen data show.Yet for all their growth, the companies have staggeringly different ideas of how American daters can find their match — and how to best serve different generations.
After taking off on college campuses, Tinder now boasts 26 million matches a day, and its leaders have invested heavily in maintaining its reputation as a hook-up haven for young people.For instance, one in ten Americans have used an online dating site or mobile dating app; 66% of these users have gone on a date with someone they met through a dating site or app, and 23% have met a spouse or long term partner through these sites (1).It is estimated that the industry is worth more than £2bn globally (2).“This is a total virgin science,” Brooks quips with a restrained laugh from his deck in Malta.
Brooks runs Courtland Brooks, an agency that provides strategy, marketing, business development, and media relations for companies in the online dating world.
The segment of “Online Dating” is made up of online services that offer a platform on which its members can flirt, chat or fall in love. In contrast to matchmaking services, online dating focuses on casual contacting and easy flirting among its members.