Dating Services

Last year eHarmony release a PDF of a summary of the Harris Interactive report for 2007 which showed how they concluded 236 eHarmony members get married every day. According to eHarmony's current Matching Advertisers with Buyers web page, Harris Interactive Research for 2008 still concludes 236 eHarmony members marry every day. From our count it also looks like the profile questions increased by 2 to 258 questions.

On average eHarmony Media of sites receives 3.6 million visitors per month and over 415 million page views with an average visit length of 5 minutes. In March 2009, 34 percent of visitors were male and 66 percent were females with the median age of 35 years. eHarmony Media includes the following categories Singles, Advice, Weddings, and Parenting. The sites included in these categories are eHarmony.com, Advice.eHarmony.com, ProjectWedding.com, Weddingbee.com, Justmommies.com and FertileThoughts.com.

For more demographic information read the eHarmony.com Statistics 2009 Adobe PDF file we have stored locally.

Read our eHarmony review for more general information on this dating site.

The latest video for the track Available by Flo Rida is featured only at Plenty of Fish. This song is off his new album R.O.O.T.S. and contains Flo Rida surfing the Plenty of Fish dating site on a laptop looking through profiles and singing about being a single man. Flo must be serious about dating since he was only viewing members who had upgraded their membership. 😀

I am not sure how this partnership between Flo Rida and Plenty of Fish came about? Did Plenty of Fish pay to be in the video? Both parties benefit from the partnership and increased media exposure. The video is on a site that gets millions of hits a month, which is good for Flo Rida anda younger audience than usual will be visiting Plenty of Fish to check out the new video and possibly create a dating profile as well.

For more information on this dating site, read our review of Plenty of Fish.

It seems to me, part of AshleyMadison.com marketing strategy is trying to buy ad time or space for advertising that they know will be rejected by the publishers. This way they get free publicity when the media write about AshleyMadison.com problems. Recently they had a Super Bowl TV ad rejected (see Story) and back in 2007 Microsoft denied their ads from showing on their Microsoft Network web portal (see Story). There have been other incidents as well, including a bill board in New York City.

The most recent print ad problem deals with a $20,000 ad in the Las Vegas Review-Journal. The advertisement was suppose to run 2 days after U.S. Sen. John Ensign's confirmed an extramarital affair with a women who worked on his campaign. The publisher of the paper decided the ad was not right for their paper and did not run it.

The Canadian owned dating site, Lavalife received a makeover of their homepage and front end of their website recently. As long as I can remember Lavalife has always had a homepage that was predominantly red (see right image). Now a light blue and grey is used, as shown in our new updated image on the left. Once you log in though, you will find that the members area has remained the same, with the familiar red in the background.

Another surprising change to Lavalife's homepage, is the standard image of a couple having fun is nowhere to be found. This is a staple for most popular dating services. You just get a basic Join for Free and Login panels for visitors on the new homepage. The Lavalife name and logo doesn't even really standout. I am not sure if this simplistic approach works, as image wise it doesn't show what Lavalife as a service offers. As matter of fact the word Dating is only mentioned once in small letters, in a link for a directory at the bottom of the home page. They mention finding singles, but not really what for. Obviously most people visiting this page would know, but I think Lavalife should of mentioned they are a dating site, since their company name doesn't suggest online dating either. Plus, what do most people type into a search engine when they are searching for a dating site, I would think the term dating site or something similar! If these words are not on the homepage, Google and other search engines are not going to return it in their search results.

I really like the dating site, Lavalife and what they offer singles but, I do think they made a number of mistakes in the redesign of their homepage. They have other landing pages which are more traditional and contain more information, but it is was mistake not to include more information on their homepage.

On a somewhat related note, last year I looked at other dating sites and their use of blue (see Story).

For more information on this dating site, read our Lavalife.com review.

This year eHarmony won the Customer Service Department of the Year at The 7th Annual American Business Awards. This award was presented June 22, 2009 at a ceremony in New York City with over 600 executives in attendance. Here is the list of honorees for the Customer Service Department of the Year:

STEVIE AWARD WINNER:

• eHarmony, Pasadena, CA

FINALISTS:

• Dice Holdings, Inc., New York, NY
• iCIMS.com, inc. Hazlet, NJ
• IHG Guest Services, Atlanta, GA
• LifeLock, Tempe, AZ
• The Venetian & The Palazzo Resort - Casino - Hotel, Las Vegas, NV

This year more than 2,600 entries were submitted for the American Business Awards in which over 200 executives nationwide judged to help decide the Finalists and Stevie Award winners. Other award categories included Best Overall Company of the Year, Best New Company of the Year and, Consumer Products Website of the Year.

To find out more on what these awards are all about and for a complete list of the 2009 American Business Award honorees in all categories, visit the ABA website. For more information on this popular award winning matchmaking service, read our eHarmony.com review.

To woo in advertisers IAC released some updated statistics for Match.com. Here is what we know:

• Match.com had 20% growth in the first three months of 2009.
• 2.8 million Match.com users connect online and meet offline.
• Match.com members go out on 6 million dates each year.
• A subscriber spends on average 60 minutes per month on the dating site.
• On average a member views 30 pages per day.
• 132 million winks sent out every year.
• Over 56 million first emails sent out per year.
• On average 12 couples get married or engaged every day on Match.com.

In terms of demographics:

• The gender split is 52% female and 48% male.
• 48% of Match.com members are College Graduates.
• Ages 25 to 44 makes up 56% of their members.
• 44% of Match.com members make between $35k and $50k.

It's great to see Match.com starting to release some statistics but, a few things caught my eye. The first being about 12 couples getting married every day. eHarmony says on average 236 members get married every day (see Story). We will have to take a closer look at this point in a later post and see why there is such a difference. Another point that was interesting was about the 2.8 million Match.com members who connect. Is this the number of actual paid subscribers on Match.com in a year? Every quarter Match.com releases the number of subscribers they have, which lately has been from 1.3 to just over 1.4 million people. Of course this doesn't mean if you add up all the quarters you would get the total number of subscribers for the year as the same person could be a subscriber in quarter 1 and in quarter 2. The last point of interest was about Match.com members going out on 6 million dates a year. This could be taken a number of ways but let's assume they mean Match.com members dating each other. This would mean of the 2.8 million subscribers in a year, on average at Match.com you will go out on 2 dates.

Here is the IAC Advertising Solutions web page for Match.com. Since yesterday they have actually updated their PDF and removed some information. For the original PDF released by them that includes all the stats listed, read our local copy of Match.com Statistics for 2008 and 2009.

For more general information on this dating service, read our Match.com review.