Statistics

I think a lot of things while sitting at my computer, but until now, none of those things have involved which giant Internet company has the hottest employees. I was perfectly content to search for cat videos on Google and order weird home appliances I’ll never use on Amazon without thinking about the attractiveness of the people on the other side of those companies.

Then Hinge came along, a dating app that matches young professionals in similar networks, and decided that was no way to live. According to Hinge, users are 14.2% more likely to “swipe right” for Amazon employees than their counterparts at tech companies like Google, Microsoft, Apple, and Facebook. Microsoft came in second, with right swipes occurring 8.2% more often than average. Apple ranks as the least attractive tech firm, with a dismal percentage of 0.2, which is a bit surprising given the cool factor attached to all things Apple.

Before you rush to send in your resume to Amazon, consider the facts behind the findings. Amazon reported having 117,300 employees as of January, including part-time workers. In contrast, Microsoft is home to 99,000 employees, Apple to 80,300, Google to 47,756, and Facebook to 6,337. Because Hinge connects daters through their career networks, it’s likely that more Amazon employees are on the app in the first place.

Oh, and there’s also the fact that Hinge found Amazon employees to be the least “picky” of all the tech companies. Meaning, in the app world, that they’re more likely to swipe right on a profile. And meaning, in the real world, that they’re not exactly selective about who they go on dates with (no judgment, of course…do your thang, Amazon employees). Amazon employees’ more open minded approach to dating could also account for their higher numbers.

Facebook employees displayed the most pickiness – defined by how often the users pass on prospective matches by swiping left – of the bunch. Employees at the social network turned down potential matches 7.5% more than the average Hinge user. Apple employees were found to be the second pickiest, though at a rate of only 0.5% more than average.

On the whole, techie types stacked up well against the competition. Men and women at four of the five companies were all rated more attractive than the average Hinge user (the fifth, Apple, got right-swiped at about the average rate).

Good luck ever ordering from Amazon again without thinking about the hottie who may be processing your order on the other side.

There are many online dating sites and mobile apps competing for the same market of single men and women, looking for innovative ways to position themselves differently than “just another dating site/app.” But How About We continues to make innovative moves in this industry and buck the trends, including its initial hook – taking online dating offline for better results. Now they're also offering services to couples and getting into the digital content space.

Online Personals Watch recently interviewed CEO Aaron Schildkrout about the success and challenges of How About We, the choices he’s made, and what he wants to do next with the brand.

How About We is focusing on the couples space, since Schildkrout claims it will be "twenty times bigger" than the dating space will be. The fundamental problem with dating sites is that it works to their advantage for people to stay single and looking, so the focus is on gathering more subscribers, not necessarily making a product that helps customers meet their goals of finding partners. Shildkrout maintains that meeting up in the real world works better for singles, which is why they made it their focus.

Now here's some news you probably never expected to hear: not only are more people meeting on social networks (which doesn't come as a surprise to anyone who hasn't been living in a remote jungle for the last decade), but their relationships are also happier than those that begin off-line in more traditional ways.

What?

Yes, apparently it's true. Jeffrey Hall, associate professor of Communication Studies at the University of Kansas, discovered that 7% of people who married after meeting online didn’t meet in matchmaking chat rooms or on online dating sites. In fact, they met for the first time on social networking sites like Facebook.

Surprised by his finding, given that dating isn’t the purpose of social networking websites, Hall decided to investigate further. He was curious to learn more about who is meeting their significant others this way and how well their relationships fair. He put together a sample of 19,131 participants who'd been married once between 2005 in 2012. Each participant had met their partner in one of four ways: online dating sites, e-mail or instant messaging, online communities like chat rooms or virtual reality games, or social networking sites.

Hall found that those who met on social networking sites were more likely to be younger, married more recently, and African-American compared to those who met via other digital methods. He also found that, when compared based on marital satisfaction, the partners who met via social networking reported being just as happy as those who were introduced any other way – even on online dating sites, which are designed to nurture connection and tout their compatibility benefits.

What surprised Hall even more, however, was that the relationships that started on social media were actually happier than those that begin offline, in traditional ways like being introduced by mutual friends.

What explains his findings?

Hall has a couple of theories. “I think that social networking is the digital version of being introduced by friends,” he says. So although the medium has changed in the 21st century, the method has not. Social networks also have another potentially huge advantage over dating services: there is way less pressure. Online dating can be intensely stressful, so it's not hard to believe that romance might blossom better under more relaxed, Facebook friend-ly circumstances.

The result is conversations on social networking sites that are more casual and low risk, and removed from the anxiety of traditional online dating. Low risk + high reward = hello, online romance!

With all of the recent studies regarding the growing popularity and effectiveness of online dating (more than one in five married couples have met online), online dating sites are spending more money than ever to attract new users.

Among the top spenders are two of the most well-known sites: Match.com and eHarmony. In just the first five months of 2014, online dating sites have already matched the total category spending on national TV ads in 2013, according to data from research firm iSpot.

TV ads aren’t cheap, even though ratings have drastically dwindled the past few years thanks to on-demand services like Netflix and streaming video on YouTube. Still, Match.com spent over $71 million so far this year on TV ads, mostly to air during shows like Real Housewives on Bravo, and to capture more of the male population, ESPN and Comedy Central. eHarmony’s spending hasn’t been too shabby either. Through the end of May, they have spent over $59 million for ads aired on TNT, CNN, and TBS on shows like Anderson Cooper 360 and NBA Basketball games.

According to a recent article in the Wall Street Journal, of the online dating market’s 14 brands, the top five dating sites account for nearly 95% of the $214 million spent on ads so far in 2014. In comparison, dating sites spent $241 million on national TV ad placements for all of last year. TV ad spending for the industry last year was also heavier in the August-December period than in the first part of the year.

Unless you scroll through all the commercials on your DVR, you’ve probably seen at least one of Match.com’s 14 TV ads this year. They have created many different campaigns to attract users, and earlier this year, hired Perez Hilton and Patti Stanger to host a conference discussing the results of their “Singles in America” study about what singles are looking for today. The company spent $19 million on one 15-second spot called “Why not?” which featured female members, but their most popular has been its “Nikki and Joey; Kindergarten” spot, which starred a shy kindergarten teacher looking to get back into the dating world. That spot has aired more than 2,000 times since its Feb. 5th debut, and generated more than 40,000 online views and nearly 500 tweets, likes and shares.

eHarmony on the other hand, spent $18 million on one ad to share with audiences how many marriages have occurred through members who met over eHarmony (higher than any other dating site). But their most popular ad digitally was a spot that included the founder’s granddaughter, sharing how she advised her teacher to find “hot babes” on eHarmony instead of other dating sites. It had 6,000 online views and more than 1,200 social actions.

Despite still facing the occasional naysayer, the Internet and dating have proved to be a match made in heaven. With consumers using the Internet more and more each year, demand for online dating services continues its meteoric rise. In particular, the ever-increasing popularity of smartphones has made mobile applications a booming business for dating services.

IBISWorld, a global business intelligence leader specializing in Industry Market Research and Procurement and Purchasing research reports, recently put together a comprehensive guide to the online dating industry's market size and growth prospects. By all accounts, the future looks bright for the industry's biggest forces.

InterActiveCorp is the one to beat. The largest company in the industry, IAC counts Match, OkCupid, and Tinder amongst its brands. The New York City-based company is expected to grab 27% of the estimated $2.2 billion market for US dating services in 2014, according to the new IBISWorld report. Analyst Jeremy Edwards predicts IAC's US Match revenue will rise 11.5% to $605.1 million this year, with operating income up 14% to $192.8 million.

Coming solidly in second place is eHarmony, a privately held company based out of Santa Monica, CA. eHarmony proudly dominates 13.8% of the US dating service market, IBISWorld says. The company’s projected US revenue for 2014 is $310 million, up 6.9%, with operating income up 9.6% to $35.3 million.

Spot #3 goes to San Francisco-based Zoosk, with 5.1% market share. 2014 has been a big year for Zoosk so far. The company filed for an initial public offering in April and IBISWorld predicts it will generate $114.2 million in US sales, up 24.5%, and operating income of $3.5 million. That's a nice change from a loss of $100,000 in 2013.

Finally, occupying fourth place, is dating service Spark Networks, with 3.2% US market share.

Altogether, the four largest companies account for 49.1% of US dating service revenue. The industry’s other winners are mobile dating (26%), matchmakers (14%), and singles events (7%).  IBISWorld expects the US dating service industry to grow at an annual rate of 4.2% from 2014 through 2019 - at which point it predicts sales will reach a whopping $2.7 billion.

"It is estimated that niche dating networks and services catering to the baby boomer generation will see the most growth," Edwards said. "In addition, revenue for the mobile dating market is expected to nearly double in the next five years, with rising smartphone adoption and new location-based features leading the market." 

Do you have an iPhone or Android phone? Chances are, you didn’t purchase one or the other by chance: you had a definite preference.

Are You Interested, a dating app for singles, decided to test out its own user base and how their dating preferences correlated to the type of phone they used. We know that things like ethnicity, income, and height play a major role in how much success a dater has online. But could your phone have an influence too, considering how much time, money and effort we put into them? In some cases, yes.

AYI found that iOS users were contacted 17% more often than Android users. Turns out, those who prefer Apple products are more desirable dates. I looked into Cupidtino, the dating site dedicated to lovers of all products Apple, to see some profiles of the most desirable users, but found that it is now defunct. I guess more options are better, even for those dedicated to Apple lovers.

Android users seem to be the ones doing the pursuing, while Apple users tend to wait to be contacted. According to the study, Android users were 12% more likely than iOS users to contact someone on AYI.

The dating app company was able to examine 20 million interactions between their users, pulling from a portion of the 2.4 million mobile downloads of the app. Since other online daters can’t see what phone the other person has, AYI looked at what type of dater owned which type of phone. Interestingly, both groups skewed male, but Android users tend to be slightly older, with 42% between 45 and 60 compared to only 29% of iPhone users. Sixty-seven percent of iPhone users were under 45.

In addition, income seems to be a factor. Android users were 30% more likely to make under $60,000 than those with iPhones. Also, 83% of singles making over $150,000 owned an iOS device.

Marital status is another factor, with Android users being 20% more likely than iOS users to be divorced. Another interesting finding from the study: iOS users tend to drink 50% more often and take drugs twice as often as the Android users. On the flip side, they were also 18% more likely to work out every day compared to Android users.

In terms of education, iOS users were twice as likely to have a Master’s degree and 55% more likely to have a Bachelor’s degree. A whopping 72% of Android users had not completed college.

AYI studied profile information from 13,690 of its mobile app users in the United States for the study. For more information on this dating site please read our review of Are You Interested.