Statistics

The online dating industry is booming, but there's a dark cloud lurking on the horizon. For users, a successful stint of online dating ends in meeting a match and no longer needing a dating site. But for the dating sites themselves, business success means retaining customers and keeping them coming back for more. Clearly, there's a conflict of interest. Houston, we have a problem.

eHarmony may have the answer. While some dating sites are developing products for couples in order to remain relevant in users' lives, eHarmony is taking a very different approach.

With 565,000 marriages under its belt so far, eHarmony now plans to expand from the marriage market to the job market. eHarmony vice president Grant Langston says the company will launch a service to match employers with job seekers in the U.S. in June, followed shortly afterwards by a launch in Canada.

"We've seen indicators that 60 to 65 per cent of people are unhappy with their jobs, whether or not they are actively searching for new ones," Langston says. Expanding into the job market is a natural progression for eHarmony, he believes, given the company's extensive research into habits, desires, and personality types.

The typical hiring process is driven by employers, who ask a series of questions and evaluate potential employees' skills to assess suitability for the position. eHarmony's approach to hiring will look a little different: employers and employees will complete extensive questionnaires focused on culture to determine whether they're a good match for each other.

"When employers post a job on eHarmony, job seekers in the database will be matched to that job and both parties will be notified," TheStar.com reports. "They can review each others' profile and communicate online before meeting face-to-face."

Research agrees that the eHarmony approach to job hunting might be more effective. In December of last year, an issue of the American Sociological Review reported on a study of the recruiting practices of over a hundred professional service firms that found that applicants and employers with similarities in experiences, hobbies, and personal appearance made the best matches.

Langston is confident that the idea has a future, but acknowledges that there may be a few bumps along the way. eHarmony plans to allow for a year to iron out the kinks in the new service, and hasn't ruled out purchasing an online job board that can be combined with existing matching services. To date, there is no word on who will pay for the service or how much it will cost.

Amongst the Catfish-induced hysteria that has become such a cultural phenomenon, some are attempting to shed light on the actual likelihood of being scammed online. What's Your Price may not sound like the most reliable or scientific of sources (ok, it definitely doesn't), but they are the latest to join the conversation on online dating honesty.

What's Your Price's recent study found that - surprise! - people do lie on the their profiles. But (and this may actually be a surprise to some of you), they rarely lie about anything major. Women tend to lie about their weight; men tend to lie about their height, income, and marital status.

When you break it down by city, the biggest online dating liars reside in Washington, D.C. - there's definitely a joke about lying politicians in the somewhere, but I'll leave it to you to fill in the blank. Following in the footsteps of D.C. are Atlanta and New York, while the opposite end of the spectrum is occupied by Houston, Phoenix, Boston, Charlotte, and Minneapolis.

Research has shown that around 81% of online daters misrepresent some part of their identity on their profiles. It sounds like a lot, but when you think about it, just as many people stretch the truth when you meet them in person. It's the curse of the dating game in general, not the curse of the online dating game specifically.

The majority of online dating lies are small, because anything larger would quickly be caught upon meeting in person for the first time, and relatively harmless. In fact, some researchers even think those little lies could be beneficial for your mental health and dating prospects.

A 2009 study found that some little white lies - like exaggerating your college GPA - can lead to genuinely improved performance. They become self-fulfilling prophecies. In other words: there's a scientific basis for 'fake it 'til you make it.'

"Exaggerators tend to be more confident and have higher goals for achievement," said Richard Gramzow, a psychologist at the University of Southampton in England and one of the study's co-authors. "Positive biases about the self can be beneficial."

Liars also tend to be happier than other people, and are viewed as friendlier and more amiable than their more truthful counterparts. A few fibs may also be key to standing out in the over-saturated online dating market.

So should you lie in your online dating profile?

Who knows?

But will you do it?

Most likely.

Confession #1: I am guilty.

I will be the first to admit that the prospect of acquiring a partner and acquiring that partner's debt is a little scary. I attended one of the most expensive private universities in the country - it's terrifying contemplating my own debt, much less my debt combined with someone else's.

Years ago, when a new date confessed he was multiple tens of thousands of dollars in credit card debt, I could feel some of my excitement about him evaporate. It was like someone instantly started lowering the volume on my attraction knob.

Confession #2: His debt never affected our relationship, which turned out to be a long and very happy one. Although it ended up being a total non-issue, I still remember how I felt when those words first came out of his mouth. It may not have been one for me, but is debt a dating dealbreaker for others?

eHarmony paired up with CreditCards.com to answer that question. Here's what their study revealed:

• 65% of men and 71% of women agreed that sharing the same attitudes towards managing money is the most important factor in a relationship.
• 48% of men and 57% of women say debt is a turn-off in a partner.
• Keeping credit card debt a secret is a breakup-worthy offense to 54% of men and 70% of women (that's the same percentage of women who would breakup with a partner if they found out he had a criminal history).
• The most common arguments for couples are about money, say 71% of men and 75% of women.
• Would you pool your money with a partner if you thought he or she was irresponsible with finances? 72% of men and 80% of women say "No."

That sounds like a whole lot of bad news, but don't fret - there are a couple of lights at the end of the tunnel. Debt may be a deal breaker to some, but it's not the most serious offense a partner can commit. Most men and women think a criminal history and cheating are bigger reasons to break off a relationship.

Most Americans also believe that a partner's spending habits can be changed. 69% say it's ok to insist that a partner alter his or her spending habits. Looking at it by gender, 70% of men and 68% of women think they should try to influence a partner's monetary decisions.

When it comes to money matters, money matters. Be honest with your partners and make sure you're on the same financial page.

The United States online dating industry market research report from IBISWorld has updated their numbers for 2012 and their predictions for 2013 and beyond.

For the last 5 years the online dating industry has seen an average revenue increase of 2.9 percent and should reach $2 billion annually in 2013. After a slight dip in 2009 due to the recession revenues are up in large part to the increase use of smartphones and tablets by single adults who have a lot of disposable income. Realizing this, dating sites have created dating apps for their services on a wide range of mobile devices including the iPhone, Android and Blackberry. Most of these devices are also GPS enabled which has led to location based dating as well.

In the last 5 years the number of dating services has increased in the US on average every year by 3.1 percent according to IBISWorld to 3,898. Employment has also increased by the same amount by these dating companies to an estimate of 7,376.

IBISWorld predicts that demand will be strong in the next 5 years for online dating services. This is due in part to the increase use of smartphones and the increase in internet access for households. Mobile dating revenue is expected to almost double in the upcoming 5 years.

Thanks to a $30 million marketing push in 2012 ChristianMingle now has over 8 million registered members of whom 154,000 pay to subscribe. A large portion on these members live in the Midwest and Bible Belt areas. Over half of the members (55%) are 37 years or older and a quarter of members (25%) are over the age of 50. In the last quarter of 2012 the amount of subscribers grew by 89 percent when compared to the same quarter in 2011.

ChristianMingle’s objective is to create long-term focused relationships. Currently the site doesn’t allow gay Christians to join in an attempt to balance the interests of its members. Spark Networks which owns ChristianMingle does have other dating websites for LGBT singles which cater to a more casual relationships. ChristianMingle’s main competition in the Christian online dating niche is eHarmony and ChristianCafe.com.

For more on this story you can read Business Week and to find out more about this dating site you can read our ChristianMingle review.

The Plenty of fish blog just released some current traffic statistics for their dating site. It's good to see a snapshot of what the user base of Plenty of fish is. Marcus Frind released the statistics to highlight how his dating site has grown and to be more open on the number of members POF has.

The user statistics released are based on active daily registered users. This means that the user must be logged into POF.com to be considered part of the statistic group. I am assuming that the numbers given are an average but it doesn’t say what the timeline is for that. It probably is for last month (January) but I am only guessing that he would release the latest numbers available. The user statistics could very well be for last year, last quarter or some other time period.

Plenty of Fish’s largest market is the United States with 2 million active daily registered users. This is followed by the United Kingdom with 550,000 and then Canada with 450,000. POF estimates that if you take the roughly 1400 dating site (non-adult) found in the United States and combine their paying members you will come out with 2.5 million subscribers. Combining these numbers together sounds like a lot of people and it is, but online dating has a lot of room to grow. The population of the United States sits at about 313 million with about 100 million people actually single. This shows that about 1/3 of the population is single. The United Kingdom has a population of about 63 million and Canada is close to 35 million. If we assume that the proportions of singles in these countries are about the same as the US then there are about 21 million single people in the UK and about 12 million in Canada.

In the US I figure that there are about 5.5 million people actively using a dating site every day. I came up with this number by adding Plenty of Fish’s 2 million active users with 2.5 million US paid subscribers, and then adding in an extra million singles for all of the other free dating sites that people use. This means only 5.5 percent of all singles in the United States are actively using an online dating site. Since about 78% of the US has internet access (according to Wikipedia) then this percentage only slightly improves to about 7 percent. The potential for growth in the online dating industry is still huge when your untapped market sits at over 90 percent.

I also found a few other related statistics. Plenty of Fish currently reports (from July 2012) that they have had 45 million members register since launch in 2003. Their current rate of growth is 40,000 new members signing up every day which works out to about 30 percent a year. Members of POF send out 20 million messages a day generating 7 million conversations. Currently the average age on POF is 35. In 2009 the average member was 40 years old.

To find out more about this dating site you should read our Plenty of fish review.