Dating Services

There is nothing official that I could find on their site yet but it looks like LoveHappens is closing its doors. About.com and a few other sites have reported this (plus it is mention in a few confessions on the site). Here is the email that was sent out:

Dear LoveHappens member,

After much consideration we have decided to end the LoveHappens service. You may continue to use LoveHappens until May 31, 2008. After May 31, 2008 you will no longer have access to LoveHappens. We hope you enjoyed using LoveHappens as much as we enjoyed making it for you and we wish you love and success in the future.

The LoveHappens Team

I can't say this is 100% true since there is nothing mentioned by the LoveHappens Team on the website. I have to wonder if it is just someone spoofing LoveHappens email or maybe it is a marketing ploy by LoveHappens to garner some publicity?

LoveHappens is a mid level dating service that is not doing to bad in traffic. Alexa currently ranks them 5,848 most popular site, which is pretty good when you consider the millions of websites on the internet. On the other hand Compete does have them averaging a million unique visitors per month last summer and it looks like in the last few months they have only been getting around 300,000 unique visitors. That is quite a drop.

Another site that recently closed its doors was Single Parent Love Life, see story here.

Well it looks like Match.com made $90.5 million in the first quarter this year. This is up from the same time last year by 10 percent according too Gigaom. The Online Dating Insider also mentions while commenting on the same story that international subscribers increased by 12 percent while North American subscribers declined slightly. Even so, Match.com was able to increase revenue by 6 percent per subscriber.

While internet dating does continue to grow in North America (but not at the same numbers as in previous years) even the large dating services like Match.com are feeling the pinch from the increasing number of dating services and social networking sites out there. I wouldn't be surprised if the next couple of financial quarters show similar results for Match.com.

Find more information about Match.com here.

ZDNet posted the results of ad spending by dating sites for quarters 1 to 3 in 2007. These figures are compiled by Nielsen. It looks like the top ten dating websites in ad spending where responsible for 91 percent of all dating site advertising. Of the over $350 million spent in ads, Match.com spent 40 percent of it or $145.5 million. eHarmony was second at $88.1 million. Since 2006, Match.com has almost doubled their ad spending while eHarmony had cut theirs by 16%. It would be interesting to see how this affected membership numbers.

The other sites that made the list in which we have dating reviews for includes, Yahoo! Personals at the sixth position with $14 million, PerfectMatch.com at position number 8 with $13.4 million and finally, Lavalife with $6.1 million at number 9.

A few other things to note is, these numbers includes both internet and TV advertising. Match.com and eHarmony have successful TV marketing campaigns which probably eats into at least half of the total amount they spent. I also have to wonder if Match.com's numbers (which really are the numbers of their parent company IAC/InterActiveCorp) includes Chemistry.com (who is also owned by IAC/InterActiveCorp). It was around Q3 of 2007 when Chemistry was spending a lot of money on those eHarmony attack TV ads.

IT News mentions that research by Parship, a large dating service in Europe has found that more and more singles in the United Kingdom are looking towards the rest of Europe for finding love. Of Britain’s 15 million single people, 20 percent or 3 million would consider a serious long distance relationship. This is 3 times more singles considering a long distance relationship than a year ago. The article goes on to explain that a major reason for this shift of views in the relatively cheap cost of air travel when compared to train tickets in the UK. On average a flight to Europe is 40% cheaper than a return train ticket from London to any other major city in Britain.

The Consumerist has a post regarding eHarmony and their divorced policy. In it they talk about a woman who was separated from her husband for 7 years when she signed up to eHarmony. She took her time and filled out the hour long profile. At the end she was informed that she would not be able to join since she was not actually divorced. After a year and when the woman got her divorced finalized her daughter wrote to eHarmony for her to see if she could reopen her profile so she didn't have to spend another hour to fill it in again. eHarmony's response was:

Since you are divorced, please reply with the county and state of your divorce proceedings, the name of the judge, and the date your divorce was finalized. We hope you understand that this information is very important in order to protect the integrity of our matching process. Once this information is received, we will be very happy to reset your Relationship Questionnaire for you. You will need to retake the questionnaire so that we can accurately assess your relationship needs and provide matches who are deeply compatible with you.

First off I must say is I do applaud eHarmony for sticking to their guidelines and allowing only people who are not married or separated. Other dating services could learn from this and it is what makes eHarmony one of the top spots to go if you are looking for a serious long term relationship.

In my opinion eHarmony does need to make a few changes to make things flow more smoothly. First off all, one of the first questions they ask is if you are single, separated or divorced. If this is a deal breaker profile question for eHarmony, then it should stop the user from entering further information at this point. They should really have all the profile deal breakers up front so people don't waste their time filling out a profile that eHarmony will ultimately deny. This just makes potential members angry.

The other thing I didn't like from the eHarmony customer service response was that the woman had to provide proof of the divorce. Why can't they rely on her word? On everything else she wrote in her profile they trust her about. Plus if a new member says they are divorced, you don't have to go out and prove this. I'm all for verification of profile information but I think they should allow her to change her status and maybe for these type of issues have a verification logo or something for the profile. Just like how some sites are doing for photos. If she needs to prove she is divorced then all divorced members should have too.

After checking out eHarmony profile creation again I notice that eHarmony Canada still allows you to continue the profile creation if you select you are separated. eHarmony.com has improved on this and now has your current relationship status on the home registration page. If you select separated or married, the browser changes and asks you if you want to learn more about eHarmony Marriage, a service from eHarmony that helps married couples with advice on how to improve a struggling marriage. This is a much better way to go about it than telling you after you spent the time to fill out the profile.

Read our eHarmony review for more information about this online dating service.

Perfect Match has released a new Facebook application called "What's Your Personality Type?". This application is based on Perfect Matches Duet Total Compatibility matching system and allows users to find out their own personality types to help find out who they may be compatible with on Facebook. These personality types include Romantic Impulsivity, Personal Energy, Outlook and Predictability. There are 7 true and false questions for each type to answer before you get your results.

As far as Facebook dating applications are concerned, it is fairly simple and doesn't allow you to access your account on PerfectMatch.com or its members. If the application becomes popular I could see Perfect Match putting more effort into it. Right now it is just more of a marketing tool for their main dating site.

For more information about Perfect Match, please read our review.