Net-savvy
singles are searching online for partners now more than ever before
thanks to the increasing social acceptance of online dating services.
In December 2002 alone, 26 million people frequented dating sites (2).
As digital matchmaking continues to lose its social stigma, business
for dating services, such as industry forerunner Match.com, is booming.
To make
a profit, dating sites charge a subscription fee, usually in the neighborhood
of $20. With a subscription, love-seekers can post personal photos,
biographical information and criteria for a potential mate. Consumers
say the benefits of online sites outweigh those of a traditional newspaper
personals ad: the newspaper ad has a similar price tag but offers only
four or five lines of text (1).
The surge
in online daters is raising the stakes among online dating services,
which are bolstering their marketing strategies in order to compete
(2). According to Marketdata Enterprises, a Tampa-based firm, online
dating services brought in $304 million in revenue in 2002. Part of
that is credited to advertising campaigns that target audiences of popular
television dating shows such as “The Bachelorette” and “Joe
Millionaire.” Online dating services spent $10 million on advertising
in 2002, and that is estimated to triple in 2003 (2).
Some of
the common complaints about online dating services include the lopsided
gender ratio: 60 percent of users are men. Consumers also worry about
the reliability of personal information listed in the ads, such as height,
weight and age (1). Perhaps the most startling misrepresentation, however,
is that 30 percent of all visitors to matchmaking sites are married
(2). But the sites tout accessibility, selection and anonymity as factors
that make looking for love online an increasingly attractive option
(1).
Notes:
(1) Kopytoff, Verne, “Digital Dating,” The San Francisco
Chronicle, 19 August 2002, Also Available [Online]: LEXIS-NEXIS Academic
Universe [Accessed: 1 February, 2003].
(2) Lauro,
Patricia Winters, “The Media Business: Advertising; Online Dating,
a Hushed Subject but a Roaring Business, Goes Very Public in Marketing
Battle,” 27 January 2003, Also Available [Online]: LEXIS-NEXIS
Academic Universe [Accessed: 1 February, 2003].