Online dating market segmentation

Online market segmentation into target groups reveals a great demographic diversity. After years of trying to match every customer with his or her prospective mate, the dating industry now develops a more specialized market segmentation strategy. Today, the potential customer looking for a date or the love of his life is spoilt for choice: Besides there are various online dating websites providing niches, such as sadomasochism, single parents, bisexual couples, etc.

As mentioned in chapter 1. Like advertising consumer products, users of online dating services promote themselves by emphasizing their positive qualities, such as appearance, social status, and wealth, for being selected. Depending on the cultural background of the online dating website, the self-promoting profiles differ in their contents. After outlining fundamental cultural aspects and a description of online dating, the following chapter presents empirically researched information and knowledge related to culture and dating in USA, Germany, India and Japan. Throughout the large number of sources that this research refers to, many cross-references were discovered: Authors referred their surveys to prior works of other scientists that were also viewed within this thesis.

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Besides, expert interviews were conducted to receive better insights into certain fields of the initial research, such as online dating worldwide interview with Mr. Wiechers and the German online dating market interview with Mr. Studying the Japanese online dating market had its own special problems given by the total absence of English-language on Japanese dating websites.

Nevertheless, investigated sources indicated that Japanese dating culture is by far too interesting for being ignored. Thanks to the support of Mrs. Hada, the Japanese websiteonet. She already lived in Japan and will move back there by the end of Mrs Hada from Japan lives in Germany since January Not knowing one another, each of them independently translated the Japanese dating website and showed identical results.

Due to their opposite cultural backgrounds and experiences, the author enlisted both of them as sources to ensure that the translation was representative for the culture and not biased by individual interpretation. Profiles of both genders were created on each of the following websites: The United States of America have a well-developed industrial and highly mechanized economy. As shown in appendix, figure A. The inflation rate is 1.

English is the official language.

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The most popular religions are Protestant In , more than million Americans used the Internet. Due to their history of immigration, the USA is nowadays widely diversified by cultural groups and subgroups from all over the world. They value logic and linear thinking 62 and the ability to exactly specify important information. In the USA, there are two prevailing ideologies: Marriage is a civil institution, which is traditionally performed in a church.

Generally, a nuclear family in the U. Americans often consider blood relatives as more important than relatives through marriage; therefore, nuclear family ties are generally closer than among extended kin ship.

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However, trends of alternative family types are on the rise. A significant number of Americans of all ethnic origins live in non-traditional families, such as unmarried couples or single parents, gay couples and their children, or gay families without children. Until the industrial revolution, finding a partner was based on pragmatic reasons, e. Later, the romantic love became essential in reasoning marriage, and today, Americans glorify romance, love and passion: Traditionally, finding a partner often relied on social networks family, friends, colleagues play matchmaker , going to bars, attending social events.

By reasons of increasing individual mobility e.

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As individuals face new challenges in life, which make traditional dating methods less practical, they may become more reliant on intermediaries to facilitate union formation. The first online dating market emerged in the United States, and, although intermediaries in the marriage market were not new, many people perceived them negatively, which may be originated in their cultural understandings of love and partnering.

Global Online Dating Services Market with Discussion of Key Vendors | Markets Insider

Today, online dating sites have become a common strategy for mate selection for highly selective subpopulation of single Internet users. It is assumed that traditional dating strategies for single people in this age do not work anymore as they are often divorced and have to combine children with a busy career.

Most of them reported good experiences with the sites: Neil Clark Warren, who was practising 35 years as a clinical psychologist and marriage counsellor. In collaboration with Dr.


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Today, the company operates online matchmaking services in the United States, Canada, United Kingdom, Australia and Brazil, and in 11 European countries, where they have an affiliation witheDarling. Furthermore, they runeHarmony Labs, a relationship research facility andeHarmony Advice, a relationship advice website. TodayeHarmonycounts more than employees and 33 million registered users from USA and countries in the world.

According to their website, every day people, who were matched oneHarmony,marry in the U. Due to their unique orientation to a narrow market segmenteHarmonyis well known. Researching religious preferences, and aligning with other Christian web sites madeeHarmony becoming associated with more traditional Christian outlets.

Obviously, they achieve a higher success rate than their competitors by extensively advertising their scientific approach in matching like-minded individuals and claiming character traits such as e. We would rather give you no matches than bad matches. Only registered users can browse the member database. In social media,eHarmonyusesFacebookandTwitterto interact with members and other Internet users all around the world.

Several times a day,eHarmonycommunicates with connectedFacebookusers by posting survey statements or questions related to relationship and marriage values, success stories about happy marriages. As the community of people, who like this page, is large, a lot of them like or comment these wall posts.

For creating a profile oneharmony. Compared to other online profiles within this thesis, this is the most comprehensive profile with 28 selection fields, 3 input fields, and 6 open questions. Additionally, items statements, attributes etc.

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Global Online Dating Services Market 2017-2021 with Discussion of Key Vendors

In the following, only culturally relevant profile details are presented. The entire profile ofeharmony. Registration 82 starts with usual information, such as firstname, gender, looking for, ZIP code, country, email, passwordandhow did you hear about us. When selecting the same sex in partner search looking for ,eHarmony recommends a link tocompatiblepartners. It is not possible to log in toeharmony. The next part continues withgeneral information. I do things according to a plan. I waste my time. I love order and regularity. I feel unable to deal with things. I get angry easily.


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I am easily discouraged. I often make others feel good. I love to help others. I usually wait for others to lead the way. I often carry the conversation to a higher level. I catch on to things quickly. I am good at analysing problems. Obviously, these statements relate to the following subjects: Interestingly, if one always selects same answers,eHarmony displays a notification asking the user to review his selection; otherwise it would have a negative impact on their ability to match. The 4th section requires the member to evaluate, how well 88 attributes describe him- or herself.

Certain groups of related attribute become apparent: In the 5th part, again the member has to evaluate statements concerning hispersonal characteristics. My personal religious beliefs are important to me. I like to look at people of the opposite sex. I have an ability to make others laugh. My emotions are generally stable. If I am not in control of a situation, it is better if I leave.