Plenty of Fish U.S. Dating Survey

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Plenty of Fish
U.S. Dating Survey
Final Report
August, 2010
Table of Contents
Page
Background, Objectives, and Methodology
3
Executive Summary
4
Awareness & Usage of Online Dating Sites
5
Image of Plenty of Fish vs. Competitors
20
General Perceptions & Other Sources Used
36
Appendix I: Respondent Profile
43
Appendix II: Image of Plenty of Fish by Gender & Region
50
Appendix III: Top 4 Competitors – Detailed Data
65
Questionnaire
70
Background, Objectives & Methodology
• Background:
– Online dating websites are used by a large proportion of singles who are looking
to establish serious long-term relationships.
– Plenty of Fish commissioned comScore as an objective third-party research
vendor to provide reliable insights into attitudes and behaviors related to the
online dating category.
• Research Objectives:
– To establish the percentage of marriages and long-term relationships that were
formed as a result of matches from online dating websites.
– To further establish Plenty of Fish as a leader in the United States online dating
landscape.
• Methodology:
– U.S. panelists were invited to participate in the survey by email.
• 1,565 surveys were completed between May 27 – June 15, 2010.
• The Margin of Error for a sample of this size is +/- 2.48% at a 95% confidence interval. .
• Data were weighted prior to analysis on gender, income, and region of residence to match
the online population for visitation to the Personals category.
– Respondents were screened to meet the following criteria:
• Aged 25-64
• Visit online dating website for the purpose of initiating heterosexual relationships.
3
Executive Summary
•
The U.S. dating website landscape is very competitive; Plenty of Fish, eHarmony, and
Match are the current market leaders in the category.
– Plenty of Fish ranks 3rd, behind eHarmony and Match for unaided brand awareness.
– Plenty of Fish leads all competitors with the highest proportion of active users, but eHarmony and
Match have higher overall aided awareness levels.
– Plenty of Fish leads competitors as a source of the highest number of dates during the past two
years (on average).
– Taken together, there is some evidence to suggest that Plenty of Fish has become more popular
during the last six months while eHarmony and Match are “older” sites: although awareness is
higher due to length of time in the market, usage may be starting to drop off.
•
Competitive ratings and analysis identified the relative strengths and weaknesses of
Plenty of Fish, as experienced by current and recent users.
– Relative Strengths:
•
•
•
•
Lots of profiles available, with no limits placed on the number of matches.
Easy to use and to maintain profiles.
Good place to meet people who share the same culture/religion, who are “similar to me”.
High user satisfaction and likelihood to recommend the site to others.
– Relative Weaknesses:
•
•
•
•
•
Middle of the pack in terms of perception of meeting ‘high quality’ people.
Possible design/navigation issues compared with other sites.
Although rated well as a place to establish long-term relationships, compares unfavourably to eHarmony in
particular for perception of being a place to establish long-term vs. short-term relationships.
Plenty of Fish’s ‘free’ offering appears to be a competitive advantage since overall,
dating site users do not perceive much benefit in a paid site compared with a free one.
Online dating is the primary source for meeting people for those who use it.
– About one-half also use bars/clubs, and smaller proportions use other sources such as work/school
and set-ups through friends/family members.
4
Awareness & Usage of
Online Dating Sites
Dating Survey
•
Plenty of Fish ranks third for unaided awareness among users of online dating sites, with eHarmony and
Match tied as the top two sites.
– Two-in-ten of those who visit dating sites are able to recall Plenty of Fish on an unaided basis.
Unaided Awareness of Dating Websites – Top 15 Sites Mentioned
eHarmony
54%
Match.com
53%
Plenty of Fish
21%
Yahoopersonals.com/Yahoo
15%
Lavalife
11%
Singlesnet.com
8%
Chemistry.com
7%
Zoosk
5%
OK Cupid
5%
jdate
4%
Mate1.com
4%
facebook.com
3%
true.com
3%
Cupid/Cupid.com
2%
adultfriendfinder.com
2%
n=1,457
Q2. When thinking of online dating/ personal websites, which ones come to mind?
6
Base: Total Sample
Dating Survey
•
More females than males are able to recall, unaided, all of the top three brands: eHarmony, Match, and
Plenty of Fish.
Unaided Awareness of Dating Websites – Top 15 Sites Mentioned
eHarmony
48%
Match.com
49%
Plenty of Fish
Yahoopersonals.com/Yahoo
Lavalife
Singlesnet.com
Chemistry.com
Zoosk
OK Cupid
jdate
Mate1.com
facebook.com
true.com
Cupid/Cupid.com
adultfinder.com
62%A
58%A
20%
22%
16%
13%
10%
13%
8%
8%
8%
6%
5%
5%
5%
4%
4%
4%
4%
3%
3%
3%
3%
2%
2%
3%
2%
2%
Male (n=808) (A)
Female (n=650) (B)
Q2. When thinking of online dating/ personal websites, which ones come to mind?
7
Base: Total Sample
Dating Survey
•
The highest level of unaided awareness for Plenty of Fish is among users under 55 years of age.
Unaided Awareness of Dating Websites – by Age
59%
54%
eHarmony
50%
54%
57%
48%
52%
Match.com
56%
19%
22%
24%
Plenty of Fish
15%
16%
16%
18%
17%
Yahoopersonals.com/Yahoo
Lavalife
25-34 year old (n=437)
12%
13%
12%
13%
35-44 year old (n=413)
45-54 year old (n=425)
Q2. When thinking of online dating/ personal websites, which ones come to mind?
8
55-64 year old (n=182)
Base: Total Sample
Dating Survey
•
Plenty of Fish has the largest proportion of currently active users across all online dating sites.
– However, overall awareness of Plenty of Fish is much lower than for for eHarmony and Match.
Dating Sites Ever Visited
Plenty of Fish
42%
eHarmony 4%
18%
22%
Singlesnet.com
Match
12%
Yahoo! Personals
14%
45%
Other
15%
16%
48%
21%
32%
33%
40%
Heard of site, never visited
Have account, no longer active
Currently active
Q3. Please indicate your level of familiarity with each of the following online dating/personal sites.
9
10%
88%
9%
86%
8%
55%
7% 5%
43%
16%
11%
4%
52%
22%
9%
4%
68%
5% 3%
60%
19%
5% 7%
Never heard of this site
64%
8%
15%
33%
69%
96%
10%
22%
24%
57%
True
13%
25%
29%
58%
14%
13%
18%
32%
26%
Mate1
MSN Dating & Personals
12%
26%
23%
21%
Zoosk
Chemistry
14%
35%
36%
Overall
Awareness
7%
12%
31%
Have visited, no account
n=1,565
Base: Total Sample
Dating Survey
•
Plenty of Fish has the highest proportion of active users among those who are aware of each dating
website.
Currently Active by Site Awareness
Proportion
14%
Plenty of Fish
13%
eHarmony
Singlesnet.com
10%
Match
10%
True
4%
Chemistry
4%
Other
88%
86%
8%
52%
68%
60%
12%
10%
12%
43%
3%
11%
15%
55%
5%
14%
16%
64%
8%
Zoosk
MSN Dating & Personals
96%
9%
Yahoo! Personals
Mate1
24%
58%
31%
6%
5%
4%
Currently Active
Overall Awareness
Q3. Please indicate your level of familiarity with each of the following online dating/personal sites.
10
n=1,565
Base: Total Sample
Dating Survey
•
Gender, income, and region of residence have little influence on the degree of familiarity with Plenty of
Fish.
Dating Sites Ever Visited – Plenty of Fish
Gender
Male (n=873) (A)
43%
Female (n=692) (B)
43%
16%
20%
16%B
11%
14%
11%
12%
14%
Income
Under $60K (n=844) (C)
$60K - $100K (n=426) (D)
$100K (n=224) (E)
42%
18%
44%
12%
16%
40%
19%
11%
17%D
15%
15%
10%
19%
10%
12%
Region
Urban (n=414) (F)
Suburban (n=791) (G)
Rural (n=361) (H)
46%
16%
43%
19%
40%
17%
Never heard of this site
Heard of site, never visited
Have account, no longer active
Currently active
12%
14%
15%
11%
11%
13%
15%
13%
15%
Have visited, no account
Q3. Please indicate your level of familiarity with each of the following online dating/personal sites.
11
Base: Total Sample
A/B/C/D/E/F/G/H superscripts = Significantly greater at a 95% confidence level
Dating Survey
•
Over one-half of Plenty of Fish users set up their accounts more than 12 months ago, placing Plenty of
Fish fifth in a field of 11 dating sites in terms of site user account longevity.
When Account was Created
Mate1 (n=189)
35%
MSN Dating & Personals (n=127)
Zoosk (n=256)
22%
38%
19%
20%
Chemistry (n=202)
46%
True (n=236)
Plenty of Fish (n=403)
eHarmony (n=608)
In the past 6-12 months
18%
10%
68%
20%
In the past 3-6 months
In the past 1-3 months
10%
9%
11%
8%
6%
12%
13%
21%
11%
8%
10%
20%
60%
12%
8%
12%
25%
49%
11%
12%
58%
Match (n=550)
Other (n=244)
15%
52%
Yahoo! Personals (n=491)
15%
18%
21%
54%
16%
9%
20%
17%
48%
10%
19%
31%
Singlesnet.com (n=356)
More than 12 months ago
17%
10%
7%
4%
6%
4% 5%
5% 6%
9%
Less than 1 month ago
Q4. When did you create your account/profile on each of the following websites?
12
Base: Recent User
Dating Survey
•
Plenty of Fish account longevity is highest among low income dating site users, with a high proportion of
recent activity within the high income bracket.
When Account was Created: Plenty of Fish
Gender
Male (n=220) (A)
53%
Female (n=183) (B)
25%
50%
13% 3% 6%
A
7% 10%
25%
8%
Income
61% D
Under $60K (n=232) (C)
$60K - $100K (n=103) (D)
33%
$100K + (n=31) (E)
31%
47%
21%
23%
6% 4%6%
18%C
12%C 6%
10% 6%
16%
Region
Urban (n=108) (F)
48%
27%
13%
4% 8%
8%
Suburban (n=192) (G)
52%
25%
8%
Rural (n=102) (H)
54%
22%
12%
More than 12 months ago
In the past 6-12 months
In the past 1-3 months
Less than 1 month ago
7%
5% 7%
In the past 3-6 months
Q4. When did you create your account/profile on each of the following websites?
13
Base: Recent User
A/B/C/D/E/F/G/H superscripts = Significantly greater at a 95% confidence level
Dating Survey
•
Plenty of Fish outranks all other dating sites in terms of the number of dates users have had in the past 2
years, while tying with MSN Dating & Personals for second place with respect to the number of people
met in person.
– Chemistry leads for the number of relationships of 3+ months.
Dates you have had
Plenty of Fish
(n=403)
Number of People you have
met in person
eHarmony (n=608)
3.4
2.1
Match (n=550)
3.4
2.2
Yahoo! Personals
(n=491)
Singlesnet.com
(n=356)
MSN Dating &
Personals (n=127)
2.1
Mate1 (n=189)
1.9
2.3
1.4
Chemistry (n=256)
1.2
True (n=236)
1.1
1.2
0.6
2.9
2.9
Zoosk (n=256)
0.6
2.6
4.2
Relationships of 3+ months
0.8
0.5
2.4
0.6
2.6
1.8
1.2
0.7
1.3
1.1
1.8
0.7
1.1
Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of these sites during the past 2 years:
14
Base: Recent User
Dating Survey
•
Higher income Plenty of Fish users met more people in person, had more dates, and had more
relationships of 3+ months than their lower income counterparts.
– Urban Plenty of Fish users also had a larger number of dates than those in other regions.
Dates you have had:
Plenty of Fish
Number of People you have
met in person: Plenty of Fish
Relationships of 3+ months:
Plenty of Fish
Gender
Male (n=220)
Female (n=183)
0.5
3.2
4.5
0.7
2.0
3.9
Income
Under $60K (n=232)
3.1
$60K - $100K (n=103)
3.0
Urban (n=108)
6.6
3.8
1.6
4.2
12.2
Region
Rural (n=102)
0.7
2.3
$100K (n=51)
Suburban (n=192)
0.4
2.1
2.8
0.5
2.2
3.3
2.5
0.8
0.6
Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of
these sites during the past 2 years:
15
Base: Recent User
Dating Survey
•
•
About one-third of Plenty of Fish users visit at least once per day
In comparison, about half of the Match and eHarmony users have not been to the site at all in the past 6
months
Frequency of Visiting
Zoosk (n=256)
11%
Singlesnet.com (n=356)
14%
Plenty of Fish (n=403)
12%
Mate1 (n=189)
MSN Dating & Personals
(n=127)
Yahoo! Personals
(n=491)
Chemistry (n=202)
18%
22%
16%
22%
19%
18%
14%
18%
9%
18%
29%
11%
7%
15%
eHarmony (n=608)
8%
14%
True (n=236)
8%
13%
Once a day
19%
19%
17%
18%
22%
A few times a week
16%
13%
9%
11%
22%
15%
27%
10%
12%
20%
16%
18%
13%
12%
9%
15%
14%
28%
14%
11%
24%
22%
7%
17%
9%
7%
Match (n=550)
Several times a day
27%
13%
14%
11%
A few times a month
28%
31%
32%
43%
Once a month or less often
Not at all in the past 6 months
Q6. Please indicate how often you have visited each of the following sites just during the past 6 months.
16
Base: Total Sample
Dating Survey
•
Plenty of Fish users received fewer messages on a daily basis than most other competitive sites.
Average Number of Messages Receive on Each Site
MSN Dating & Personals (n=100)
13%
Singlesnet.com (n=293)
13%
Mate1 (n=155)
14%
17%
Chemistry (n=146)
14%
16%
eHarmony (n=415)
15%
20%
11%
Match (n=377)
8%
Zoosk (n=228)
11%
Yahoo! Personals (n=356)
6 or more per day
3-5 per day
9%
20%
19%
9%
True (n=134)
Plenty of Fish (n=331)
27%
22%
16%
13%
12%
1-2 per day
12%
20%
18%
17%
9%
11%
16%
15%
17%
16%
18%
3-5 per week
8%
23%
18%
13%
16%
15%
12%
13%
20%
11%
8%
12%
10% 6%
14%
13%
13%
18%
8%
14%
16%
25%
17%
17%
16%
15%
15%
1-2 per week
6%
9%
9%
9%
10%
11%
17%
12%
16%
12%
19%
14%
Less than 4 per month
None
Q7. During the past 6 months, what is the average number of messages you receive on each of the following websites?
17
Base: Recent User
*Caution: Small base size
Image of
Plenty of Fish vs. Competitors
18
Dating Survey
•
Plenty of Fish outranks all other online dating sites as ‘a good place to meet people like me’.
Site Ratings: A good place to meet people like me
% Agree (Codes 3-4)
76%
Plenty of Fish
n=403
73%
72%
67%
67%
67%
66%
66%
65%
True
Zoosk
Chemistry
Mate1
eHarmony
Match
Yahoo!
Personals
Singlesnet.com
n=422
n=550
n=335
n=206
Q8. Please indicate how strongly you agree with the following statements about <website>.
n=98
n=137
n=98
n=78
Base: Recent User
19
**Note: Certain options not shown as base size too small (n<50)
Dating Survey
•
Plenty of Fish is the top-rated site for ‘no limits on how many matches I can contact’.
Site Ratings: No Limits on how many matches I can contact
% Agree (Codes 3-4)
88%
Plenty of Fish
n=403
82%
Yahoo!
Personals
n=335
81%
Match
n=550
79%
Singlesnet.com
n=206
70%
70%
69%
68%
66%
True
Zoosk
Chemistry
eHarmony
Mate1
n=98
n=137
Q8. Please indicate how strongly you agree with the following statements about <website>.
n=98
n=422
n=78
Base: Recent User
20
Dating Survey
•
Plenty of Fish is perceived as the top dating site where users ‘can meet people from all
professions/occupations’.
Site Ratings: Can meet people from all professions/occupations
% Agree (Codes 3-4)
89%
Plenty of Fish
n=403
87%
eHarmony
n=422
86%
Match
n=550
84%
Singlesnet.com
n=206
84%
79%
79%
78%
76%
Yahoo!
Personals
Mate1
Zoosk
Chemistry
True
n=335
n=78
Q8. Please indicate how strongly you agree with the following statements about <website>.
n=137
n=98
n=98
Base: Recent User
21
Dating Survey
•
Plenty of Fish just slightly trails eHarmony and Match in terms of its ratings as a site where users ‘can
meet someone to build a long-term sustainable relationship’.
Site Ratings: Can meet someone to build a long-term sustainable relationship
% Agree (Codes 3-4)
76%
73%
72%
70%
69%
68%
68%
66%
58%
eHarmony
n=422
Match
n=550
Plenty of Fish
n=403
Zoosk
Yahoo!
Personals
n=137
n=335
Q8. Please indicate how strongly you agree with the following statements about <website>.
Mate1
n=78
Singlesnet.com Chemistry
n=206
n=98
True
n=98
Base: Recent User
22
Dating Survey
•
More online dating sites users rate Plenty of Fish as a ‘place for short-term relationships’ versus other
dating sites.
Site Ratings: A place for casual/short-term relationships
% Agree (Codes 3-4)
84%
Plenty of Fish
n=403
81%
79%
78%
77%
73%
68%
65%
60%
Yahoo!
Personals
Mate1
Zoosk
Match
Singlesnet.com
True
Chemsitry
eHarmony
n=335
n=78
n=137
n=550
n=206
n=98
n=98
n=422
Q8. Please indicate how strongly you agree with the following statements about <website>.
Base: Recent User
23
Dating Survey
•
Plenty of Fish is the top-rated site for its ‘reasonable fees for services provided’, outperforming its closest
competitor (Yahoo! Personals) by 20%.
Site Ratings: Reasonable fees for the services provided
% Agree (Codes 3-4)
88%
68%
Plenty of Fish
n=403
Yahoo!
Personals
n=335
64%
Mate1
n=78
64%
Singlesnet.com
n=206
64%
Zoosk
n=137
Q8. Please indicate how strongly you agree with the following statements about <website>.
61%
Match
n=550
54%
53%
52%
Chemistry
eHarmony
True
n=98
n=422
n=98
Base: Recent User
24
Dating Survey
•
Plenty of Fish ties with both Singlesnet and Match as a site where accounts/profiles are easily
maintained/updated.
Site Ratings: Easy to maintain/update my account/profile
% Agree (Codes 3-4)
87%
Singlesnet.com
n=206
86%
Match
n=550
86%
Plenty of Fish
n=403
83%
eHarmony
n=422
82%
80%
80%
78%
Yahoo!
Personals
Mate1
Zoosk
Chemistry
n=335
Q8. Please indicate how strongly you agree with the following statements about <website>.
n=78
n=137
n=98
75%
True
n=98
Base: Recent User
25
Dating Survey
•
Plenty of Fish ties with eHarmony for ease of navigation, with ratings of just a few points below those of
the lead sites on this attribute.
Site Ratings: Easy to navigate the site
% Agree (Codes 3-4)
87%
Yahoo!
Personals
n=335
87%
Match
n=550
85%
Singlesnet.com
n=206
83%
83%
81%
79%
77%
76%
eHarmony
Plenty of Fish
Zoosk
Chemsitry
Mate1
True
n=78
n=98
n=422
n=403
Q8. Please indicate how strongly you agree with the following statements about <website>.
n=137
n=98
Base: Recent User
26
Dating Survey
•
eHarmony has the highest ratings as a place to meet “high quality” people versus other dating sites, with
Plenty of Fish in third place.
Site Ratings: A place where I can meet “high quality” people
% Agree (Codes 3-4)
78%
71%
eHarmony
n=422
Match
n=550
69%
68%
66%
66%
64%
63%
62%
Plenty of Fish
Yahoo!
Personals
Mate1
Chemistry
Singlesnet.com
True
Zoosk
n=403
n=335
n=78
Q8. Please indicate how strongly you agree with the following statements about <website>.
n=98
n=206
n=98
n=137
Base: Recent User
27
Dating Survey
•
eHarmony and Match are perceived at the top two sites where users can meet someone who shares
their religion/culture.
Site Ratings: Can meet someone who shares my religion/culture
% Agree (Codes 3-4)
87%
eHarmony
n=422
81%
Match
n=550
79%
78%
Plenty of Fish Singlesnet.com
n=403
n=206
77%
Yahoo!
Personals
n=335
Q8. Please indicate how strongly you agree with the following statements about <website>.
75%
Mate1
n=78
71%
69%
Zoosk
Chemistry
n=137
n=98
66%
True
n=98
Base: Recent User
28
Dating Survey
•
Plenty of Fish ranks ahead of its competitors for providing accurate matches.
Site Ratings: Provides me with accurate matches
% Agree (Codes 3-4)
69%
Plenty of Fish
n=403
65%
eHarmony
n=422
65%
Match
n=550
60%
Zoosk
60%
Yahoo!
Personals
n=137
n=335
Q8. Please indicate how strongly you agree with the following statements about <website>.
58%
57%
Mate1
True
n=78
n=98
52%
50%
Singlesnet.com Chemistry
n=206
n=98
Base: Recent User
29
Dating Survey
•
Plenty of Fish outperforms its competitors as a site users would be proud to tell others they met
someone through.
Site Ratings: I would be proud to tell people I met someone through this site
% Agree (Codes 3-4)
71%
Plenty of Fish
n=403
70%
68%
eHarmony
Match
n=422
n=550
64%
Yahoo!
Personals
n=335
64%
Zoosk
n=137
Q8. Please indicate how strongly you agree with the following statements about <website>.
62%
61%
Mate1
Singlesnet.com
n=78
n=206
56%
55%
True
Chemistry
n=98
n=98
Base: Recent User
30
Dating Survey
•
•
Users of dating sites are happiest with their experiences on Plenty of Fish versus the competitive sites.
Plenty of Fish has the highest satisfaction level of all competitive sites.
Site Ratings: I am very happy with my experiences on this site
% Agree (Codes 3-4)
69%
60%
Plenty of Fish
n=403
Match
n=550
59%
Yahoo!
Personals
n=335
59%
eHarmony
58%
Singlesnet.com
n=422
n=206
Q8. Please indicate how strongly you agree with the following statements about <website>.
58%
Mate1
n=78
52%
52%
Zoosk
Chemistry
True
n=98
n=98
n=137
46%
Base: Recent User
31
Dating Survey
•
Plenty of Fish leads the competitive set in terms of user recommendations.
Site Ratings: A site I would recommend to others
% Agree (Codes 3-4)
78%
68%
67%
66%
65%
62%
58%
55%
54%
True
Plenty of Fish
eHarmony
Match
Yahoo!
Personals
Singlesnet.com
Mate1
Zoosk
Chemistry
n=403
n=422
n=550
n=335
n=206
n=78
n=137
n=98
Q8. Please indicate how strongly you agree with the following statements about <website>.
n=98
Base: Recent User
32
Dating Survey
•
Plenty of Fish users like the site for a variety of reasons, including its low cost (i.e. free), ease of use, and
large selection of people/profiles.
Dislikes include the perception that the match results are weak, the site has poor quality people, and that
there are too few contacts.
•
Plenty of Fish vs. Other Sites – Likes
• Free
• Easy to use/navigate/browse
• Lots of profiles/people
• Reliable
• Good results
• Messenger
Plenty of Fish vs. Other Sites – Dislikes
• Inappropriate matches
• Poor profile design
• Not enough contacts
• Quality of people
• Too casual
Q10a/b. Please list up to 3 things that you like/dislike about Plenty of Fish vs. other online site you have visited?
33
Base: Total Sample
General Perceptions &
Other Sources Used
34
Dating Survey
•
•
The majority of dating sites users agree that paying to belong to a dating site does not necessarily result in
a better match, that they should not have to pay in order to contact someone on a site, and that they are
just as likely to meet professionally oriented people on free sites as they are on paid sites.
Slightly fewer believe that paid dating sites have no advantages over free sites.
Paid vs. Free Websites
Paying to belong to a dating site doesn't necessarily
mean you'll find a better match
I believe paying money to contact someone on a dating
site is unnecessary
You are just as likely to meet professionaly oriented
people on free sites as you are on paids sites
Paid dating sites have no advantages over the ones
that are available for free
Strongly agree
Somewhat Agree
52%
38%
38%
36%
31%
Somewhat Disagree
8% 2%
41%
43%
39%
17%
4%
16%
5%
24%
6%
Strongly Disagree
n=1,565
Q9. Please indicate how strongly you agree or disagree with the following statements about paid versus free online dating sites.
35
Base: Recent User
•
•
About one-half of dating site users know someone who has at least one dating site profile and has had a
date with a person they met on a dating site.
Fewer indicate that they know someone who met their long-term partner or spouse through a dating site.
Knowledge of Other People on Online Dating Sties
Has a profile on at least one online dating site
56%
Has been out on a date with someone they met on a dating
site
48%
Has established a long-term relationship with someone
they met on a dating site
29%
Has married someone they met on a dating site
21%
None of the above
31%
Q11. Do you know of anyone else (friends, family, etc.) who has done any of the following? Select all that apply. (Dating Survey)
n=1,565
Base: Total Sample
36
•
Bars/clubs/social events was the top source used for meeting prospective dates outside of dating sites over
the past 2 years, followed by work/school and set-ups via a friend or family member.
Other Sources Used
Bars/clubs/social events
51%
Work/school
40%
Set-ups/blind dates through a friend/family member
37%
Gym/health club
20%
Church/place of worship
Other
23%
5%
None of the above
22%
n=1,565
Q1a. In addition to dating websites, which of the following sources have you used to meet people for the purpose of dating during the past 2 years? Select all that apply. (CHECKBOX)
37
Base: Total Sample
•
Bars/clubs/social events were used by more males than females as an alternative source for meeting
prospective dates.
Other Sources Used – By Gender
54%B
48%
Bars/clubs/social events
40%
39%
Work/school
38%
34%
Set-ups/blind dates through a friend/family member
21%
18%
Gym/health club
23%
23%
Church/place of worship
Other
5%
5%
20%
25%A
None of the above
Male (n=873) (A)
Female (n=692) (B)
Q1a. In addition to dating websites, which of the following sources have you used to meet people for the purpose of dating during the past 2 years? Select all that apply. (CHECKBOX)
38
Base: Total Sample
A/B superscripts = Significantly greater at a 95% confidence level
Dating Survey
•
Online dating sites were respondents’ preferred source for meeting people, followed by some distance by
set-ups by friends/family and bars/clubs/social events.
Preferred Source for Meeting People (Top Mention)
Mean Ranking Score:
2.72
3.32
3.43
14%
17%
3.34
4.10
4.09
35%
13%
16%
5%
Online dating
websites
Set-ups/blind dates Bars/clubs/social
through
events
friends/family
Work/school
Church/place of
worship
Q1b. Please rank each of the following sources from “1” to “6” in order of your preference for each. The number “1” should be assigned to your favorite
source proceeding down to “6” for your least favorite. (RANKING) – Dating Survey
Gym/health club
n=1,565
Base: Total Sample
39
•
Males are more likely to prefer online dating sites for meeting people, while females prefer to be set-up by
friends/family members.
Preferred Source for Meeting People by Gender
Mean Ranking Score:
2.60 2.88
3.42
3.45
16%
17%
4.17 3.99
3.43
3.23
3.37
3.25
4.02
4.19
6%
5%
39%B
29%
Online dating
websites
Bars/clubs/social
events
14%
18%
Church/place of
worship
12%
14%
Work/school
Male (n=873) (A)
18%A
12%
Friends/family
Gym/health club
Female (n=692) (B)
Q1b. Please rank each of the following sources from “1” to “6” in order of your preference for each. The number “1” should be assigned to your favorite
source proceeding down to “6” for your least favorite. (RANKING) – Dating Survey
40
Base: Total Sample
A/B superscripts = Significantly greater at a 95% confidence level
Appendix I:
Respondent Profile
41
Dating Survey
Gender
Age
55 - 64
12%
25 – 34
30%
Female
44%
45 - 54
29%
Male
56%
35 - 44
29%
n=1,565
Base: Total Sample
42
Household Size
One
Two
Three
Four
Five or more
Ethnic Background
Caucasian/ white
37%
22%
76%
Asian
5%
Native Hawaiian or other
Pacific Islander
<1%
18%
African American
Hispanic/ Latino
13%
11%
7%
Other ethnic group
1%
Prefer not to answer
2%
10%
n=1,565
43
Base: Total Sample
Community Type
State of Residence
West North Central
7%
Mountain
8%
Pacific
New England
Middle Atlantic
5%
West South Central
East North Central
Rural, 23%
13%
South Atlantic
East South Central
Urban/
Metropolitan
Area, 26%
16%
20%
Suburban,
51%
6%
11%
14%
n=1,565
44
Base: Total Sample
Education
Occupation/Profession
Professional
Unemployed
Managerial
Blue Collar
Retired
IT
Sales
Education
Business Owner
Student
Medical Field
Hospitality
Government
Assistant
Engineer
Finance
Real Estate
Legal
Executive
Marketing
Lifestyle
Other
21%
9%
7%
7%
6%
5%
5%
4%
3%
3%
3%
3%
3%
2%
2%
2%
2%
1%
1%
1%
1%
9%
Did not complete high school
Completed high school
Some college/ technical school
Completed college/ technical school
1%
11%
6%
10%
21%
Some university
Completed university/ undergraduate
degree
Some graduate school
26%
6%
Completed gradudate school/
graduate degree
Completed PhD/ doctorate degree
Other/Prefer not to answer
15%
3%
1%
n=1,565
45
Base: Total Sample
Hours Per Week Spent Online
Household Income
Less than $15,000
8%
More than 13 hours
$15,000 to $24,999
8%
7 to 13 hours
$25,000 to $39,999
52%
26%
16%
3 to 6 hours
$40,000 to $59,999
$60,000 to $74,999
1 to 2 hours
10%
$75,000 to $99,999
$100,000 to $149,999
16%
22%
17%
6%
Less than 1 hour
0%
Zero
0%
9%
$150,000 or more
5%
Don't know/Prefer not to
answer
5%
n=1,565
46
Base: Total Sample
Dating Survey
Relationship Status
Not currently in a relationship and looking
Not currently in a relationship and not looking
56%
6%
In a short-term relationship with someone I met
online
4%
In a short-term relationship with someone I met
elsewhere
4%
In a long-term relationship with someone I met
online
7%
In a long-term relationship with someone I met
elsewhere
8%
In a permanent relationship with someone I met
online
In a permanent relationship
3%
12%
n=1,565
47
Base: Total Sample
Appendix III:
Top 4 Competitors –
Detailed Data
Dating Survey
Dates you have had:
eHarmony
Number of People you have
met in person: eHarmony
Relationships of 3+ months:
eHarmony
Gender
Male (n=327)
Female (n=281)
3.9
0.7
2.2
0.5
1.9
2.8
Income
Under $60K (n=301)
$60K - $100K (n=183)
2.7
Suburban (n=296)
4.4
2.1
0.6
1.4
2.9
6.2
Region
Rural (n=130)
3.0
3.6
$100K (n=99)
Urban (n=181)
0.4
1.3
2.2
2.0
0.6
1.9
0.5
0.9
2.4
Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of
these sites during the past 2 years:
49
Base: Recent User
Dating Survey
Dates you have had:
Match
Number of People you have
met in person: Match
Relationships of 3+ months:
Match
Gender
Male (n=298)
2.8
Female (n=252)
0.5
2.1
0.5
2.3
4.0
Income
Under $60K (n=279)
$60K - $100K (n=164)
3.0
2.9
$100K (n=86)
6.2
Region
Urban (n=166)
2.7
Suburban (n=266)
Rural (n=119)
0.3
1.6
2.5
4.5
1.7
0.7
1.1
2.5
2.2
0.5
2.3
0.5
0.6
1.9
Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of
these sites during the past 2 years:
50
Base: Recent User
Dating Survey
Dates you have had:
Yahoo! Personals
Number of People you have
met in person: Yahoo! Personals
Relationships of 3+ months:
Yahoo! Personals
Gender
Male (n=297)
3.0
Female (n=194)
2.7
0.5
2.8
0.7
3.0
Income
Under $60K (n=276)
$60K - $100K (n=132)
Region
Rural (n=116)
0.7
1.6
1.8
3.7
4.1
1.8
1.7
6.2
9.6
Suburban (n=235)
0.5
3.5
1.5
$100K (n=67)
Urban (n=140)
0.4
1.9
2.0
0.5
0.6
2.7
Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of
these sites during the past 2 years:
51
Base: Recent User
Dating Survey
Dates you have had:
Singlesnet.com
Number of People you have
met in person: Singlesnet.com
Relationships of 3+ months:
Singlesnet.com
Gender
Male (n=221)
Female (n=135)
0.7
2.0
1.7
3.0
3.3
1.0
Income
Under $60K (n=208)
$60K - $100K (n=81)
2.0
2.4
$100K (n=58)
3.4
Urban (n=93)
3.3
Region
Suburban (n=177)
Rural (n=87)
1.8
2.3
0.7
1.9
0.7
2.7
3.0
1.3
0.6
2.8
0.5
2.3
1.5
2.1
Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of
these sites during the past 2 years:
52
Base: Recent User
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