Market research on online dating
When it comes to finding love, “there’s a lid for every pot,” as the saying goes.
These days, online dating makes it easier than ever to find your “lid.” While dominated by big name, mass audience sites, like and e Harmony, a growing number of niche sites are finding success targeting singles looking for something very specific.
The field is already crowded, with almost 3,900 companies running dating sites, according to a report last fall from business research firm IBISWorld.
The report projects the industry to add about a hundred companies per year over the next four years.
One in ten Americans have used an online dating site or mobile dating app; 66% of them 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.
To survive, they’ll need a novel marketing strategy and a focus on untapped potential daters—sites targeting niche markets have higher rates of membership growth, according to the report.In addition, former e Harmony researcher Gian Gonzaga is one of the five co-authors."It's a very impressive study," says social psychologist Eli Finkel of Northwestern University in Evanston, Ill."But it was paid for by somebody with a horse in the race and conducted by an organization that might have an incentive to tell this story."Does this study suggest that meeting online is a compelling way to meet a partner who is a good marriage prospect for you? But it's "premature to conclude that online dating is better than offline dating."The findings about greater happiness in online couples "are tiny effects," says Finkel,whose research published last year found "no compelling evidence" to support dating website claims that their algorithms work better than other ways of pairing romantic partners.Company officials say e Harmony paid Harris Interactive 0,000 to field the research.Cacioppo has been a member of e Harmony's Scientific Advisory Board since it was created in 2007.