plenty of fish u.s. dating survey final report august, 2010
TRANSCRIPT
Plenty of Fish U.S. Dating Survey
Final ReportAugust, 2010
Table of Contents
Page
Background, Objectives, and Methodology 3
Executive Summary 4
Awareness & Usage of Online Dating Sites 5
Image of Plenty of Fish vs. Competitors 20
General Perceptions & Other Sources Used 36
Appendix I: Respondent Profile 43
Appendix II: Image of Plenty of Fish by Gender & Region 50
Appendix III: Top 4 Competitors – Detailed Data 65
Questionnaire 70
3
Background, Objectives & Methodology
• Background:– Online dating websites are used by a large proportion of singles who are looking to
establish serious long-term relationships. – Plenty of Fish commissioned comScore as an objective third-party research vendor to
provide reliable insights into attitudes and behaviors related to the online dating category.
• Research Objectives:– To establish the percentage of marriages and long-term relationships that were
formed as a result of matches from online dating websites.– To further establish Plenty of Fish as a leader in the United States online dating
landscape. • Methodology:
– U.S. panelists were invited to participate in the survey by email.• 1,565 surveys were completed between May 27 – June 15, 2010.• The Margin of Error for a sample of this size is +/- 2.48% at a 95% confidence interval. .• Data were weighted prior to analysis on gender, income, and region of residence to match the
online population for visitation to the Personals category.
– Respondents were screened to meet the following criteria:• Aged 25-64• Visit online dating website for the purpose of initiating heterosexual relationships.
4
Executive Summary
• The U.S. dating website landscape is very competitive; Plenty of Fish, eHarmony, and Match are the current market leaders in the category.
– Plenty of Fish ranks 3rd, behind eHarmony and Match for unaided brand awareness. – Plenty of Fish leads all competitors with the highest proportion of active users, but eHarmony and Match have
higher overall aided awareness levels.– Plenty of Fish leads competitors as a source of the highest number of dates during the past two years (on
average).– Taken together, there is some evidence to suggest that Plenty of Fish has become more popular during the last
six months while eHarmony and Match are “older” sites: although awareness is higher due to length of time in the market, usage may be starting to drop off.
• Competitive ratings and analysis identified the relative strengths and weaknesses of Plenty of Fish, as experienced by current and recent users.
– Relative Strengths:• Lots of profiles available, with no limits placed on the number of matches.• Easy to use and to maintain profiles.• Good place to meet people who share the same culture/religion, who are “similar to me”.• High user satisfaction and likelihood to recommend the site to others.
– Relative Weaknesses:• Middle of the pack in terms of perception of meeting ‘high quality’ people.• Possible design/navigation issues compared with other sites.• Although rated well as a place to establish long-term relationships, compares unfavourably to eHarmony in particular for
perception of being a place to establish long-term vs. short-term relationships.
• Plenty of Fish’s ‘free’ offering appears to be a competitive advantage since overall, dating site users do not perceive much benefit in a paid site compared with a free one.
• Online dating is the primary source for meeting people for those who use it.– About one-half also use bars/clubs, and smaller proportions use other sources such as work/school and set-
ups through friends/family members.
Awareness & Usage of Online Dating Sites
6Q2. When thinking of online dating/ personal websites, which ones come to mind?
eHarmony
Match.com
Plenty of Fish
Yahoopersonals.com/Yahoo
Lavalife
Singlesnet.com
Chemistry.com
Zoosk
OK Cupid
jdate
Mate1.com
facebook.com
true.com
Cupid/Cupid.com
adultfriendfinder.com
54%
53%
21%
15%
11%
8%
7%
5%
5%
4%
4%
3%
3%
2%
2% n=1,457
Base: Total Sample
Unaided Awareness of Dating Websites – Top 15 Sites Mentioned
Unaided Awareness of Dating Websites – Top 15 Sites Mentioned
Dating Survey
• Plenty of Fish ranks third for unaided awareness among users of online dating sites, with eHarmony and Match tied as the top two sites.
– Two-in-ten of those who visit dating sites are able to recall Plenty of Fish on an unaided basis.
7
eHarmony
Match.com
Plenty of Fish
Yahoopersonals.com/Yahoo
Lavalife
Singlesnet.com
Chemistry.com
Zoosk
OK Cupid
jdate
Mate1.com
facebook.com
true.com
Cupid/Cupid.com
adultfinder.com
48%
49%
20%
16%
10%
8%
8%
5%
5%
4%
4%
3%
3%
2%
2%
62%A
58%A
22%
13%
13%
8%
6%
5%
4%
4%
3%
3%
2%
3%
2%
Female (n=650) (B) Male (n=808) (A)Q2. When thinking of online dating/ personal websites, which ones come to mind?
Base: Total Sample7
Unaided Awareness of Dating Websites – Top 15 Sites Mentioned
Unaided Awareness of Dating Websites – Top 15 Sites Mentioned
Dating Survey
• More females than males are able to recall, unaided, all of the top three brands: eHarmony, Match, and Plenty of Fish.
8
eHarmony
Match.com
Plenty of Fish
Yahoopersonals.com/Yahoo
Lavalife
59%
57%
19%
16%
12%
54%
48%
22%
16%
13%
50%
52%
24%
18%
12%
54%
56%
15%
17%
13%
55-64 year old (n=182) 45-54 year old (n=425) 35-44 year old (n=413) 25-34 year old (n=437)Q2. When thinking of online dating/ personal websites, which ones come to mind?
Base: Total Sample
Unaided Awareness of Dating Websites – by AgeUnaided Awareness of Dating Websites – by Age
Dating Survey
• The highest level of unaided awareness for Plenty of Fish is among users under 55 years of age.
9
Q3. Please indicate your level of familiarity with each of the following online dating/personal sites.
Base: Total Sample
Plenty of Fish
eHarmony
Singlesnet.com
Match
Yahoo! Personals
Zoosk
Mate1
True
Chemistry
MSN Dating & Personals
Other
42%
4%
36%
12%
14%
45%
57%
48%
32%
40%
69%
18%
22%
23%
21%
26%
24%
16%
21%
33%
33%
5%
14%
35%
18%
32%
29%
15%
15%
16%
22%
19%
7%
12%
26%
13%
25%
22%
8%
7%
11%
9%
5%
7%
14%
13%
10%
10%
9%
8%
5%
4%
4%
3%
12%
Never heard of this site Heard of site, never visited Have visited, no account Have account, no longer active
Currently active
n=1,565
Dating Sites Ever VisitedDating Sites Ever Visited
Dating Survey
• Plenty of Fish has the largest proportion of currently active users across all online dating sites.– However, overall awareness of Plenty of Fish is much lower than for for eHarmony and Match.
OverallAwareness
58%
96%
64%
88%
86%
55%
43%
52%
68%
60%
31%
10
Plenty of Fish
eHarmony
Singlesnet.com
Match
Yahoo! Personals
Zoosk
Mate1
True
Chemistry
MSN Dating & Personals
Other
14%
13%
10%
10%
9%
8%
5%
4%
4%
3%
12%
58%
96%
64%
88%
86%
55%
43%
52%
68%
60%
31%
Overall Awareness Currently Active
Q3. Please indicate your level of familiarity with each of the following online dating/personal sites.
Base: Total Sample
n=1,565
Currently Active by Site AwarenessCurrently Active by Site Awareness
Dating Survey
• Plenty of Fish has the highest proportion of active users among those who are aware of each dating website.
Proportion
24%
14%
16%
11%
10%
15%
12%
8%
6%
5%
4%
11
Q3. Please indicate your level of familiarity with each of the following online dating/personal sites.
Base: Total Sample
Male (n=873) (A)
Female (n=692) (B)
Under $60K (n=844) (C)
$60K - $100K (n=426) (D)
$100K (n=224) (E)
Urban (n=414) (F)
Suburban (n=791) (G)
Rural (n=361) (H)
43%
43%
42%
44%
40%
46%
43%
40%
16%
20%
18%
16%
19%
16%
19%
17%
16%
11%
12%
15%
19%
12%
14%
15%
11%
12%
11%
14%
10%
11%
11%
13%
14%
14%
17%
10%
12%
15%
13%
15%
Never heard of this site Heard of site, never visited Have visited, no account
Have account, no longer active Currently active
11
Dating Sites Ever Visited – Plenty of Fish
Dating Sites Ever Visited – Plenty of Fish
Dating Survey
Gender
Income
Region
B
D
A/B/C/D/E/F/G/H superscripts = Significantly greater at a 95% confidence level
• Gender, income, and region of residence have little influence on the degree of familiarity with Plenty of Fish.
12
Mate1 (n=189)
MSN Dating & Personals (n=127)
Zoosk (n=256)
Chemistry (n=202)
Singlesnet.com (n=356)
True (n=236)
Plenty of Fish (n=403)
eHarmony (n=608)
Yahoo! Personals (n=491)
Match (n=550)
Other (n=244)
35%
38%
20%
46%
48%
54%
52%
58%
68%
60%
49%
22%
19%
31%
17%
21%
18%
25%
20%
13%
20%
21%
17%
19%
20%
15%
12%
12%
10%
12%
10%
9%
11%
10%
9%
18%
10%
8%
8%
6%
4%
4%
5%
10%
16%
15%
11%
12%
11%
8%
7%
6%
5%
6%
9%
More than 12 months ago In the past 6-12 months In the past 3-6 months In the past 1-3 months Less than 1 month ago
Base: Recent User12
When Account was CreatedWhen Account was Created
Dating Survey
Q4. When did you create your account/profile on each of the following websites?
• Over one-half of Plenty of Fish users set up their accounts more than 12 months ago, placing Plenty of Fish fifth in a field of 11 dating sites in terms of site user account longevity.
1313
Q4. When did you create your account/profile on each of the following websites?
Base: Recent User
Male (n=220) (A)
Female (n=183) (B)
Under $60K (n=232) (C)
$60K - $100K (n=103) (D)
$100K + (n=31) (E)
Urban (n=108) (F)
Suburban (n=192) (G)
Rural (n=102) (H)
53%
50%
61%
33%
47%
48%
52%
54%
25%
25%
23%
31%
21%
27%
25%
22%
13%
7%
6%
18%
10%
13%
8%
12%
3%
10%
4%
12%
6%
4%
8%
5%
6%
8%
6%
6%
16%
8%
7%
7%
More than 12 months ago In the past 6-12 months In the past 3-6 months In the past 1-3 months
Less than 1 month ago
13
When Account was Created: Plenty of FishWhen Account was Created: Plenty of Fish
Dating Survey
Gender
Income
Region
A/B/C/D/E/F/G/H superscripts = Significantly greater at a 95% confidence level
A
C C
• Plenty of Fish account longevity is highest among low income dating site users, with a high proportion of recent activity within the high income bracket.
D
14Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of these sites during the past 2 years:
Dating Survey
Number of People you havemet in person
Number of People you havemet in personDates you have hadDates you have had Relationships of 3+ monthsRelationships of 3+ months
Base: Recent User
• Plenty of Fish outranks all other dating sites in terms of the number of dates users have had in the past 2 years, while tying with MSN Dating & Personals for second place with respect to the number of people met in person.
– Chemistry leads for the number of relationships of 3+ months.
Plenty of Fish (n=403)
eHarmony (n=608)
Match (n=550)
Yahoo! Personals (n=491)
Singlesnet.com (n=356)
MSN Dating & Personals (n=127)
Mate1 (n=189)
Zoosk (n=256)
Chemistry (n=256)
True (n=236)
4.2
3.4
3.4
2.9
2.3
2.1
1.9
1.4
1.2
1.1
2.6
2.1
2.2
2.9
2.4
2.6
1.2
1.3
1.8
1.1
0.6
1.2
0.6
0.8
0.5
0.6
1.8
0.7
1.1
0.7
151515 Base: Recent User15
Dating Survey
Gender
Income
Region
Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of these sites during the past 2 years:
Number of People you havemet in person: Plenty of FishNumber of People you havemet in person: Plenty of Fish
Male (n=220)
Female (n=183)
Under $60K (n=232)
$60K - $100K (n=103)
$100K (n=51)
Urban (n=108)
Suburban (n=192)
Rural (n=102)
4.5
3.9
3.1
3.0
12.2
6.6
3.8
2.5
Dates you have had: Plenty of Fish
Dates you have had: Plenty of Fish
Relationships of 3+ months: Plenty of Fish
Relationships of 3+ months: Plenty of Fish
3.2
2.0
2.1
2.3
4.2
2.8
2.2
3.3
0.5
0.7
0.4
0.7
1.6
0.8
0.5
0.6
12.2
• Higher income Plenty of Fish users met more people in person, had more dates, and had more relationships of 3+ months than their lower income counterparts.
– Urban Plenty of Fish users also had a larger number of dates than those in other regions.
16
Q6. Please indicate how often you have visited each of the following sites just during the past 6 months.
Base: Total Sample
Zoosk (n=256)
Singlesnet.com (n=356)
Plenty of Fish (n=403)
Mate1 (n=189)
MSN Dating & Personals (n=127)
Yahoo! Personals (n=491)
Chemistry (n=202)
Match (n=550)
eHarmony (n=608)
True (n=236)
11%
14%
12%
7%
9%
7%
9%
7%
8%
8%
18%
22%
19%
22%
18%
14%
19%
15%
14%
13%
27%
22%
24%
28%
29%
19%
18%
22%
20%
16%
16%
9%
14%
12%
11%
17%
16%
12%
13%
9%
17%
15%
13%
14%
11%
15%
10%
13%
14%
11%
11%
18%
18%
18%
22%
27%
28%
31%
32%
43%
Several times a day Once a day A few times a week A few times a month Once a month or less often Not at all in the past 6 months
Frequency of VisitingFrequency of Visiting
Dating Survey
• About one-third of Plenty of Fish users visit at least once per day • In comparison, about half of the Match and eHarmony users have not been to the site at all in the past 6
months
17
Q7. During the past 6 months, what is the average number of messages you receive on each of the following websites?
Base: Recent User
MSN Dating & Personals (n=100)
Singlesnet.com (n=293)
Mate1 (n=155)
Chemistry (n=146)
eHarmony (n=415)
True (n=134)
Plenty of Fish (n=331)
Match (n=377)
Zoosk (n=228)
Yahoo! Personals (n=356)
13%
13%
14%
14%
9%
20%
11%
8%
11%
9%
27%
19%
17%
16%
15%
17%
17%
16%
13%
12%
20%
22%
20%
25%
18%
17%
9%
16%
20%
15%
16%
12%
16%
13%
18%
12%
11%
13%
13%
16%
8%
14%
13%
8%
12%
16%
18%
18%
15%
15%
10%
14%
11%
15%
17%
8%
23%
17%
16%
19%
6%
6%
9%
9%
9%
10%
11%
12%
12%
14%
6 or more per day 3-5 per day 1-2 per day 3-5 per week 1-2 per week Less than 4 per month None
*Caution: Small base size
Average Number of Messages Receive on Each SiteAverage Number of Messages Receive on Each Site
Dating Survey
• Plenty of Fish users received fewer messages on a daily basis than most other competitive sites.
18
Image of Plenty of Fish vs. Competitors
19
Plenty of F
ish
eHarmony
Match
Yahoo! Perso
nals
Singlesn
et.com
True
Zoosk
Chemistry
Mate1
76% 73% 72% 67% 67% 67% 66% 66% 65%
Q8. Please indicate how strongly you agree with the following statements about <website>.
Dating Survey
Site Ratings: A good place to meet people like meSite Ratings: A good place to meet people like me
Base: Recent User
% Agree (Codes 3-4)
n=403 n=422 n=550 n=335 n=206 n=137 n=78
**Note: Certain options not shown as base size too small (n<50)
n=98 n=98
• Plenty of Fish outranks all other online dating sites as ‘a good place to meet people like me’.
20
Plenty of F
ish
Yahoo! Perso
nals
Match
Singlesn
et.com
True
Zoosk
Chemistry
eHarmony
Mate1
88%82% 81% 79%
70% 70% 69% 68% 66%
Q8. Please indicate how strongly you agree with the following statements about <website>.
Dating Survey
Site Ratings: No Limits on how many matches I can contact
Site Ratings: No Limits on how many matches I can contact
% Agree (Codes 3-4)
Base: Recent User
n=403 n=550 n=137 n=422n=335 n=206 n=78n=98n=98
• Plenty of Fish is the top-rated site for ‘no limits on how many matches I can contact’.
21
Plenty of F
ish
eHarmony
Match
Singlesn
et.com
Yahoo! Perso
nals
Mate1
Zoosk
Chemistry Tru
e
89% 87% 86% 84% 84% 79% 79% 78% 76%
Q8. Please indicate how strongly you agree with the following statements about <website>.
Site Ratings: Can meet people from all professions/occupations
Site Ratings: Can meet people from all professions/occupations
Base: Recent User
% Agree (Codes 3-4)
n=403 n=422 n=550 n=206 n=335 n=78 n=137
Dating Survey
n=98n=98
• Plenty of Fish is perceived as the top dating site where users ‘can meet people from all professions/occupations’.
22
eHarmony Match Plenty of Fish Zoosk Yahoo! Personals Mate1 Singlesnet.com Chemistry True
76% 73% 72% 70% 69% 68% 68% 66%58%
Q8. Please indicate how strongly you agree with the following statements about <website>.
Dating Survey
Site Ratings: Can meet someone to build a long-term sustainable relationshipSite Ratings: Can meet someone to build a long-term sustainable relationship
Base: Recent User
% Agree (Codes 3-4)
n=422 n=550 n=403 n=137 n=335 n=78 n=206 n=98n=98
• Plenty of Fish just slightly trails eHarmony and Match in terms of its ratings as a site where users ‘can meet someone to build a long-term sustainable relationship’.
23
Plenty of F
ish
Yahoo! Perso
nals
Mate1
Zoosk
Match
Singlesn
et.com
True
Chemsitry
eHarmony
84% 81% 79% 78% 77% 73% 68% 65%60%
Q8. Please indicate how strongly you agree with the following statements about <website>.
Dating Survey
Site Ratings: A place for casual/short-term relationshipsSite Ratings: A place for casual/short-term relationships
Base: Recent User
% Agree (Codes 3-4)
n=403 n=335 n=78 n=137 n=550 n=206 n=422n=98n=98
• More online dating sites users rate Plenty of Fish as a ‘place for short-term relationships’ versus other dating sites.
24
Plenty of FishYahoo! Personals Mate1 Singlesnet.com Zoosk Match Chemistry eHarmony True
88%
68% 64% 64% 64% 61%54% 53% 52%
Q8. Please indicate how strongly you agree with the following statements about <website>.
Dating Survey
Site Ratings: Reasonable fees for the services providedSite Ratings: Reasonable fees for the services provided
Base: Recent User
% Agree (Codes 3-4)
n=403 n=335 n=78 n=206 n=137 n=550 n=422 n=98n=98
• Plenty of Fish is the top-rated site for its ‘reasonable fees for services provided’, outperforming its closest competitor (Yahoo! Personals) by 20%.
25
Sin-glesnet.-
com
Match Plenty of Fish eHarmony Yahoo! Personals
Mate1 Zoosk Chemistry True
87% 86% 86% 83% 82% 80% 80% 78% 75%
Q8. Please indicate how strongly you agree with the following statements about <website>.
Dating Survey
Site Ratings: Easy to maintain/update my account/profileSite Ratings: Easy to maintain/update my account/profile
Base: Recent User
% Agree (Codes 3-4)
n=206 n=550 n=403 n=422 n=335 n=78 n=137 n=98n=98
• Plenty of Fish ties with both Singlesnet and Match as a site where accounts/profiles are easily maintained/updated.
26
Yahoo! Personals Match Singlesnet.com eHarmony Plenty of Fish Zoosk Chemsitry Mate1 True
87% 87% 85% 83% 83% 81% 79% 77% 76%
Q8. Please indicate how strongly you agree with the following statements about <website>.
Dating Survey
Site Ratings: Easy to navigate the siteSite Ratings: Easy to navigate the site
Base: Recent User
% Agree (Codes 3-4)
n=335 n=550 n=206 n=422 n=403 n=137 n=78 n=98n=98
• Plenty of Fish ties with eHarmony for ease of navigation, with ratings of just a few points below those of the lead sites on this attribute.
27
eHarmony Match Plenty of FishYahoo! Personals Mate1 Chemistry Singlesnet.com True Zoosk
78%71% 69% 68% 66% 66% 64% 63% 62%
Q8. Please indicate how strongly you agree with the following statements about <website>.
Dating Survey
Site Ratings: A place where I can meet “high quality” people
Site Ratings: A place where I can meet “high quality” people
Base: Recent User
% Agree (Codes 3-4)
n=422 n=550 n=403 n=335 n=78 n=206 n=137n=98n=98
• eHarmony has the highest ratings as a place to meet “high quality” people versus other dating sites, with Plenty of Fish in third place.
28
eHarmony
Match
Plenty of F
ish
Singlesn
et.com
Yahoo! Perso
nals
Mate1
Zoosk
Chemistry
True
87%81% 79% 78% 77% 75% 71% 69% 66%
Q8. Please indicate how strongly you agree with the following statements about <website>.
Dating Survey
Site Ratings: Can meet someone who shares my religion/culture
Site Ratings: Can meet someone who shares my religion/culture
Base: Recent User
% Agree (Codes 3-4)
n=422 n=550 n=403 n=206 n=335 n=78 n=137 n=98n=98
• eHarmony and Match are perceived at the top two sites where users can meet someone who shares their religion/culture.
29
Plenty of Fish eHarmony Match Zoosk Yahoo! Personals Mate1 True Singlesnet.com Chemistry
69% 65% 65%60% 60% 58% 57%
52% 50%
Q8. Please indicate how strongly you agree with the following statements about <website>.
Dating Survey
Site Ratings: Provides me with accurate matchesSite Ratings: Provides me with accurate matches
Base: Recent User
% Agree (Codes 3-4)
n=403 n=422 n=550 n=137 n=335 n=78 n=206 n=98n=98
• Plenty of Fish ranks ahead of its competitors for providing accurate matches.
30
Plenty of Fish eHarmony Match Yahoo! Personals Zoosk Mate1 Singlesnet.com True Chemistry
71% 70% 68%64% 64% 62% 61%
56% 55%
Q8. Please indicate how strongly you agree with the following statements about <website>.
Dating Survey
Site Ratings: I would be proud to tell people I met someone through this siteSite Ratings: I would be proud to tell people I met someone through this site
Base: Recent User
% Agree (Codes 3-4)
n=403 n=422 n=550 n=335 n=137 n=78 n=206 n=98n=98
• Plenty of Fish outperforms its competitors as a site users would be proud to tell others they met someone through.
31
Plenty of Fish Match Yahoo! Personals eHarmony Singlesnet.com Mate1 Zoosk Chemistry True
69%60% 59% 59% 58% 58%
52% 52%46%
Q8. Please indicate how strongly you agree with the following statements about <website>.
Dating Survey
Site Ratings: I am very happy with my experiences on this site
Site Ratings: I am very happy with my experiences on this site
Base: Recent User
% Agree (Codes 3-4)
n=403 n=550 n=335 n=422 n=206 n=78 n=137 n=98n=98
• Users of dating sites are happiest with their experiences on Plenty of Fish versus the competitive sites.• Plenty of Fish has the highest satisfaction level of all competitive sites.
32
Plenty of F
ish
eHarmony
Match
Yahoo! Perso
nals
Singlesn
et.com
Mate1
Zoosk
Chemistry Tru
e
78%68% 67% 66% 65% 62% 58% 55% 54%
Q8. Please indicate how strongly you agree with the following statements about <website>.
Dating Survey
Site Ratings: A site I would recommend to othersSite Ratings: A site I would recommend to others
% Agree (Codes 3-4)
Base: Recent User
n=403 n=422 n=550 n=335 n=206 n=78 n=137 n=98n=98
• Plenty of Fish leads the competitive set in terms of user recommendations.
33
Dating Survey
• Messenger
• Reliable
• Easy to use/navigate/browse
• Good results
• Lots of profiles/people
• Free
Plenty of Fish vs. Other Sites – LikesPlenty of Fish vs. Other Sites – Likes
• Poor profile design
• Quality of people• Not enough contacts
• Inappropriate matches
Plenty of Fish vs. Other Sites – DislikesPlenty of Fish vs. Other Sites – Dislikes
Q10a/b. Please list up to 3 things that you like/dislike about Plenty of Fish vs. other online site you have visited?Base: Total Sample
Plenty of Fish - Likes
Plenty of Fish - Dislikes
• Plenty of Fish users like the site for a variety of reasons, including its low cost (i.e. free), ease of use, and large selection of people/profiles.
• Dislikes include the perception that the match results are weak, the site has poor quality people, and that there are too few contacts.
• Too casual
34
General Perceptions & Other Sources Used
35Q9. Please indicate how strongly you agree or disagree with the following statements about paid versus free online dating sites.
Dating Survey
Paying to belong to a dating site doesn't necessarily mean you'll find a better match
I believe paying money to contact someone on a dating site is unnecessary
You are just as likely to meet professionaly oriented people on free sites as you are on paids sites
Paid dating sites have no advantages over the ones that are available for free
52%
38%
36%
31%
38%
41%
43%
39%
8%
17%
16%
24%
2%
4%
5%
6%
Strongly agree Somewhat Agree Somewhat Disagree Strongly Disagreen=1,565
Base: Recent User
Paid vs. Free WebsitesPaid vs. Free Websites
• The majority of dating sites users agree that paying to belong to a dating site does not necessarily result in a better match, that they should not have to pay in order to contact someone on a site, and that they are just as likely to meet professionally oriented people on free sites as they are on paid sites.
• Slightly fewer believe that paid dating sites have no advantages over free sites.
36
Q11. Do you know of anyone else (friends, family, etc.) who has done any of the following? Select all that apply. (Dating Survey)
Has a profile on at least one online dating site
Has been out on a date with someone they met on a dating site
Has established a long-term relationship with someone they met on a dating site
Has married someone they met on a dating site
None of the above
56%
48%
29%
21%
31%
n=1,565
Base: Total Sample
Knowledge of Other People on Online Dating Sties Knowledge of Other People on Online Dating Sties
• About one-half of dating site users know someone who has at least one dating site profile and has had a date with a person they met on a dating site.
• Fewer indicate that they know someone who met their long-term partner or spouse through a dating site.
37
Q1a. In addition to dating websites, which of the following sources have you used to meet people for the purpose of dating during the past 2 years? Select all that apply. (CHECKBOX)
Base: Total Sample
Other Sources UsedOther Sources Used
Bars/clubs/social events
Work/school
Set-ups/blind dates through a friend/family member
Gym/health club
Church/place of worship
Other
None of the above
51%
40%
37%
20%
23%
5%
22%
n=1,565
• Bars/clubs/social events was the top source used for meeting prospective dates outside of dating sites over the past 2 years, followed by work/school and set-ups via a friend or family member.
38
Q1a. In addition to dating websites, which of the following sources have you used to meet people for the purpose of dating during the past 2 years? Select all that apply. (CHECKBOX)
Base: Total Sample
Other Sources Used – By GenderOther Sources Used – By Gender
Bars/clubs/social events
Work/school
Set-ups/blind dates through a friend/family member
Gym/health club
Church/place of worship
Other
None of the above
54%B
40%
38%
21%
23%
5%
20%
48%
39%
34%
18%
23%
5%
25%A
Female (n=692) (B) Male (n=873) (A)
A/B superscripts = Significantly greater at a 95% confidence level
• Bars/clubs/social events were used by more males than females as an alternative source for meeting prospective dates.
39
Q1b. Please rank each of the following sources from “1” to “6” in order of your preference for each. The number “1” should be assigned to your favorite source proceeding down to “6” for your least favorite. (RANKING) – Dating Survey
n=1,565
Base: Total Sample
Online dating websites
Set-ups/blind dates through friends/family
Bars/clubs/social events
Work/school Church/place of worship
Gym/health club
35%
14%17%
13%16%
5%
Mean Ranking Score:
2.72 3.32 3.43 3.34 4.10 4.09
Preferred Source for Meeting People (Top Mention)
Preferred Source for Meeting People (Top Mention)
Dating Survey
• Online dating sites were respondents’ preferred source for meeting people, followed by some distance by set-ups by friends/family and bars/clubs/social events.
Preferred Source for Meeting People by GenderPreferred Source for Meeting People by Gender
Base: Total Sample
Online dating websites
Bars/clubs/social events
Church/place of worship
Work/school Friends/family Gym/health club
39%B
16% 14% 12% 12%6%
29%
17% 18%14%
18%A
5%
Male (n=873) (A) Female (n=692) (B)
Mean Ranking Score:
2.60 3.42 4.17 3.43 3.37 4.02
40
4.193.253.233.993.452.88
A/B superscripts = Significantly greater at a 95% confidence level
Q1b. Please rank each of the following sources from “1” to “6” in order of your preference for each. The number “1” should be assigned to your favorite source proceeding down to “6” for your least favorite. (RANKING) – Dating Survey
• Males are more likely to prefer online dating sites for meeting people, while females prefer to be set-up by friends/family members.
41
Appendix I:Respondent Profile
42
25 – 3430%
35 - 4429%
45 - 5429%
55 - 6412%
n=1,565
Base: Total Sample
AgeAge
Dating Survey
GenderGender
Male56%
Fe-male44%
43
Household Size Household Size
One
Two
Three
Four
Five or more
37%
22%
18%
13%
10%
n=1,565
Base: Total Sample
Ethnic Background Ethnic Background
Caucasian/ white
Asian
Native Hawaiian or other Pacific Islander
African American
Hispanic/ Latino
Other ethnic group
Prefer not to answer
76%
5%
<1%
11%
7%
1%
2%
State of Residence State of Residence
West North Central
Mountain
Pacific
New England
Middle Atlantic
South Atlantic
East South Central
West South Central
East North Central
7%
8%
16%
5%
13%
20%
6%
11%
14%
n=1,565
Base: Total Sample44
Rural; 23%
Suburban; 51%
Urban/ Metropoli-tan Area; 26%
Community TypeCommunity Type
45
Occupation/Profession Occupation/Profession
Professional
Managerial
Retired
Sales
Business Owner
Medical Field
Government
Engineer
Real Estate
Executive
Lifestyle
21%9%
7%7%6%5%5%4%3%3%3%3%3%2%2%2%2%1%1%1%1%
9%
n=1,565
Base: Total Sample
Education Education
Did not complete high school
Completed high school
Some college/ technical school
Completed college/ technical school
Some university
Completed university/ undergraduate degree
Some graduate school
Completed gradudate school/ graduate degree
Completed PhD/ doctorate degree
Other/Prefer not to answer
1%
11%
6%
10%
21%
26%
6%
15%
3%
1%
46
Household Income Household Income
Less than $15,000
$15,000 to $24,999
$25,000 to $39,999
$40,000 to $59,999
$60,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 or more
Don't know/Prefer not to answer
8%
8%
16%
22%
10%
17%
9%
5%
5%
n=1,565
Base: Total Sample
Hours Per Week Spent Online Hours Per Week Spent Online
More than 13 hours
7 to 13 hours
3 to 6 hours
1 to 2 hours
Less than 1 hour
Zero
52%
26%
16%
6%
0%
0%
47
n=1,565
Base: Total Sample
Not currently in a relationship and looking
Not currently in a relationship and not looking
In a short-term relationship with someone I met online
In a short-term relationship with someone I met elsewhere
In a long-term relationship with someone I met online
In a long-term relationship with someone I met elsewhere
In a permanent relationship with someone I met online
In a permanent relationship
56%
6%
4%
4%
7%
8%
3%
12%
Dating Survey
Relationship StatusRelationship Status
Appendix III: Top 4 Competitors –
Detailed Data
494949 Base: Recent User49
Dating Survey
Gender
Income
Region
Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of these sites during the past 2 years:
Number of People you havemet in person: eHarmony
Number of People you havemet in person: eHarmony
Male (n=327)
Female (n=281)
Under $60K (n=301)
$60K - $100K (n=183)
$100K (n=99)
Urban (n=181)
Suburban (n=296)
Rural (n=130)
3.9
2.8
2.2
3.6
6.2
2.7
4.4
2.1
Dates you have had: eHarmony
Dates you have had: eHarmony
Relationships of 3+ months: eHarmony
Relationships of 3+ months: eHarmony
2.2
1.9
1.3
3.0
2.9
2.0
1.9
2.4
0.7
0.5
0.4
0.6
1.4
0.6
0.5
0.9
505050 Base: Recent User50
Dating Survey
Gender
Income
Region
Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of these sites during the past 2 years:
Number of People you havemet in person: Match
Number of People you havemet in person: Match
Male (n=298)
Female (n=252)
Under $60K (n=279)
$60K - $100K (n=164)
$100K (n=86)
Urban (n=166)
Suburban (n=266)
Rural (n=119)
2.8
4.0
2.5
2.9
6.2
2.7
4.5
1.7
Dates you have had: Match
Dates you have had: Match
Relationships of 3+ months: Match
Relationships of 3+ months: Match
2.1
2.3
1.6
3.0
2.5
2.2
2.3
1.9
0.5
0.5
0.3
0.7
1.1
0.5
0.5
0.6
515151 Base: Recent User51
Dating Survey
Gender
Income
Region
Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of these sites during the past 2 years:
Number of People you havemet in person: Yahoo!
Personals
Number of People you havemet in person: Yahoo!
Personals
Male (n=297)
Female (n=194)
Under $60K (n=276)
$60K - $100K (n=132)
$100K (n=67)
Urban (n=140)
Suburban (n=235)
Rural (n=116)
3.0
2.7
2.0
1.5
9.6
1.8
4.1
1.8
Dates you have had: Yahoo! Personals
Dates you have had: Yahoo! Personals
Relationships of 3+ months: Yahoo! Personals
Relationships of 3+ months: Yahoo! Personals
2.8
3.0
1.9
3.5
6.2
1.6
3.7
2.7
0.5
0.7
0.4
0.5
1.7
0.7
0.5
0.6
525252 Base: Recent User52
Dating Survey
Gender
Income
Region
Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of these sites during the past 2 years:
Number of People you havemet in person: Singlesnet.comNumber of People you have
met in person: Singlesnet.com
Male (n=221)
Female (n=135)
Under $60K (n=208)
$60K - $100K (n=81)
$100K (n=58)
Urban (n=93)
Suburban (n=177)
Rural (n=87)
1.7
3.3
2.0
2.4
3.4
3.3
1.8
2.3
Dates you have had: Singlesnet.com
Dates you have had: Singlesnet.com
Relationships of 3+ months: Singlesnet.com
Relationships of 3+ months: Singlesnet.com
2.0
3.0
1.9
2.7
3.0
2.8
2.3
2.1
0.7
1.0
0.7
0.7
1.3
0.6
0.5
1.5