Dating Services

Drum roll please ... the New Oxford American Dictionary has picked the word Unfriend as its 2009 word of the year. Oxford's definition of this word is:

unfriend – verb – To remove someone as a ‘friend’ on a social networking site such as Facebook.

Other words up for consideration this year was hashtag (Twitter related), intexticated (a driver distracted by texting on his phone), and sexting (sending sexually explicit texts and pictures over your phone).

For more on the story, read the OUPblog.

It looks like Facebook has decided to get into the online dating business by in part funding the dating site Thread.com. This dating site is unique in a few ways. First of all, it is built on the Facebook platform. This means if you have a Facebook account you can login right away to Thread and once you have given Thread permission to access your Facebook information, you can begin using the dating service. This brings me to the second unique point of Thread, it allows you to meet your friends of friends. Other Facebook dating applications allow you to search for Facebook members who are using the app, not Thread. Thread gives you easy search access to all of your friend's friends. So the first thing you have to do when you join Thread is to get at least a few of your friends to join as well or you will have nobody to search for. On average (if I remember correctly) a typical diehard Facebook member has about 200 friends. This means if you invite 5 of your friends to join Thread (and they accept), you potentially have 1000 singles to search for in your social circle.

I think the idea of searching your friends of friends for a date is smart, as each person is known by someone you already know and who can vouch for them. This virtually eliminates the scammer and fake dating profile problem that plagues other online dating sites.

Thread first launched in early September 2009, so it is not very old. Two weeks into launch they had 4000 registrations and the site continues to grow. The Thread software developers are busy coding new features for the site so expect a number of updates in the near future. Everything on Thread is currently free, including messaging (which is handled by Facebook). They do plan to offer some premium products though. Some potential examples include paying for information to see who has viewed you, find out which of your photos received the most clicks, and virtual gifts. Paying for endorsement badges may also be a possibility which will allow your friends to endorse you as a great match.

The one major thing I would change about Thread is I think they should allow you the option to search for other Thread members as possible matches. I am not saying to search the friends of these members (as I am sure this would violate Facebook privacy terms), but just them. This way members have more access to people who are single. Plus, you would have access to members you can search for right away since you don't have to wait for your friends to approve your Thread invite request.

For more on this story, including an interview with CEO of Thread, Brian Phillips, visit VatorNews. You can also find the Thread.com website here.

For a list of other Facebook dating services, you can checkout our Facebook Dating category.

The 50 plus singles crowd is not necessarily looking for casual dates. They are looking for a long term relationships that offer companionship. This group of online daters still is being reported as the fastest growing group of singles on dating sites. In the last U.S. Census, seniors are also a growing demographic. It was reported that there are 95.9 million single people in America. 15.8 million (16.5 %) of these people are 65 years or older (see Story). Let's see how some of the more popular dating sites are performing in this demographic.

Match.com is reporting 16 percent of men and 17 percent of women members are 50 or older. Match.com also reported 1,403 million paying subscribers in quarter 3 of this year so this means there are about 236,000 members on Match who are at least 50.

eHarmony's first quarter of 2009 saw a 20 percent growth in users 60 and over when compared to 2008. While we don't have any actual subscriber numbers, we do know that the average age on eHarmony is 35 and that they have been getting about 3.6 million unique visitors per month on their dating sites (US, UK, and Canada).

In the last 5 years Lavalife.com more than doubled its members who are 45 or older. In response to this surge in members, LavalifePRIME was launched in 2007 and now has more than 70,000 members.

To find out more about the dating sites listed here please read our eHarmony review, Match.com review, and our LavalifePRIME review. For more dating site specifically for seniors, check out our Dating Over 50 category.

It looks like Plenty of Fish has a new advertising and marketing plan aimed at young adults and it involves celebrities. The first hint of this new tactic was when PlentyOfFish.com appeared in a Flo Rida video for the song Available (see Story). At first I thought it was a strictly a promotional partnership between the dating site and Flo (POF is in the video, so the dating site will then promote Flo Rida) but now I am not so sure. I have a feeling POF basically paid to be included in the video for the publicity.

Plenty Of Fish now has a new promotion featuring Lady Gaga. At each concert stop on The Monster Ball tour, two singles can win a "date of a lifetime". The date includes tickets to the concert and backstage passes. To enter the contest you can visit the Lady Gaga page on POF.

It definitely looks like POF is trying to attract young adults to their dating site by being associated with popular music artists. I wonder if they will be doing other advertising, besides using the internet, to promote this new contest?

For a bit more on the story, read the press release. To find out what singles are saying about POF, read our Plentyoffish.com review.

CEO Noel Biderman is the face of Ashley Madison, and he has taken the marketing of the affairs dating site to the next level. He has a partnership with the Howard Stern's Sirius XM radio show, has ads on billboards and has created TV commercials (that most never seem to be allowed on air, see Story). He has even started to market AshleyMadison.com as a place where the married can pursue their same-sex attractions.

Currently The Ashley Madison Agency has between 4.6 and 4.7 million members who have logged on seeking and extramarital affair (I assume since the site launched in 2001). 30 percent (or 1.41 million) of these members are women. Also, about 150 thousand members are looking for a same-sex affair with two thirds being women looking for women. From a survey run on the affairs site, 50 percent of all respondents (both men and women) are not first timers and admit to cheating within a relationship at least once.

It is estimated that Ashley Madison generates tens of millions in revenue a year. People who have created a membership on the website can search for other members for free but must buy credits to message or chat. Ashley Madison even guarantees an affair with their most expensive subscription package. For $249 USD it is guaranteed you will find someone in 3 months to have an affair with, or you will get your money refunded. Currently AshleyMadison.com is the leading extramarital affairs dating site in the United States, Canada and Australia.

For more on this story, read MSN Money.

On November 5th, 2009 Spark Networks reported their third quarter results which ended on September 30, 2009. For Q3, 2009 Spark Networks revenue was $11.1 million. This is a 21 percent decrease from Q3, 2008 of $14 million and a 2 percent decrease from last quarter. For the first 9 months of this year total revenue is now at $34.3 million which is a 22 percent decrease from last year of $44.1 million.

The Jewish Networks saw revenue fall to $7.1 million for Q3. For the same quarter last year, revenue was 16 percent more at $8.4 million. Some good news is to be found though, for the first time in a few quarters, the Jewish Networks had an increase of subscribers to 86,051. This is a decrease of 6 percent from Q3, 2008 but a 4 percent increase from the prior quarter.

The Other Affinity Networks (MingleMatch) saw a decrease of 9% in revenue to $3.2 million when compared to last year. This is 3 percent less than the last quarter. Subscriber wise for the third quarter, there was 66,786. This is virtually identical to Q3 in 2008 and a 2 percent increase from last quarter.