Plenty of Fish U.S. Dating Survey Final Report August, 2010.

Plenty of Fish U.S. Dating Survey

Final ReportAugust, 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

3

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.

4

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.

Awareness & Usage of Online Dating Sites

6Q2. When thinking of online dating/ personal websites, which ones come to mind?

eHarmony

Match.com

Plenty of Fish

Yahoopersonals.com/Yahoo

Lavalife

Singlesnet.com

Chemistry.com

Zoosk

OK Cupid

jdate

Mate1.com

facebook.com

true.com

Cupid/Cupid.com

adultfriendfinder.com

54%

53%

21%

15%

11%

8%

7%

5%

5%

4%

4%

3%

3%

2%

2% n=1,457

Base: Total Sample

Unaided Awareness of Dating Websites – Top 15 Sites Mentioned


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.

7

eHarmony

Match.com

Plenty of Fish


Lavalife

Singlesnet.com

Chemistry.com

Zoosk

OK Cupid

jdate

Mate1.com

facebook.com

true.com

Cupid/Cupid.com

adultfinder.com

48%

49%

20%

16%

10%

8%

8%

5%

5%

4%

4%

3%

3%

2%

2%

62%A

58%A

22%

13%

13%

8%

6%

5%

4%

4%

3%

3%

2%

3%

2%

Female (n=650) (B) Male (n=808) (A)Q2. When thinking of online dating/ personal websites, which ones come to mind?

Base: Total Sample7



Dating Survey

• More females than males are able to recall, unaided, all of the top three brands: eHarmony, Match, and Plenty of Fish.

8

eHarmony

Match.com

Plenty of Fish


Lavalife

59%

57%

19%

16%

12%

54%

48%

22%

16%

13%

50%

52%

24%

18%

12%

54%

56%

15%

17%

13%

55-64 year old (n=182) 45-54 year old (n=425) 35-44 year old (n=413) 25-34 year old (n=437)Q2. When thinking of online dating/ personal websites, which ones come to mind?

Base: Total Sample

Unaided Awareness of Dating Websites – by AgeUnaided Awareness of Dating Websites – by Age

Dating Survey

• The highest level of unaided awareness for Plenty of Fish is among users under 55 years of age.

9

Q3. Please indicate your level of familiarity with each of the following online dating/personal sites.

Base: Total Sample

Plenty of Fish

eHarmony

Singlesnet.com

Match

Yahoo! Personals

Zoosk

Mate1

True

Chemistry

MSN Dating & Personals

Other

42%

4%

36%

12%

14%

45%

57%

48%

32%

40%

69%

18%

22%

23%

21%

26%

24%

16%

21%

33%

33%

5%

14%

35%

18%

32%

29%

15%

15%

16%

22%

19%

7%

12%

26%

13%

25%

22%

8%

7%

11%

9%

5%

7%

14%

13%

10%

10%

9%

8%

5%

4%

4%

3%

12%

Never heard of this site Heard of site, never visited Have visited, no account Have account, no longer active

Currently active

n=1,565

Dating Sites Ever VisitedDating Sites Ever Visited

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.

OverallAwareness

58%

96%

64%

88%

86%

55%

43%

52%

68%

60%

31%

10

Plenty of Fish

eHarmony

Singlesnet.com

Match

Yahoo! Personals

Zoosk

Mate1

True

Chemistry

MSN Dating & Personals

Other

14%

13%

10%

10%

9%

8%

5%

4%

4%

3%

12%

58%

96%

64%

88%

86%

55%

43%

52%

68%

60%

31%

Overall Awareness Currently Active


Base: Total Sample

n=1,565

Currently Active by Site AwarenessCurrently Active by Site Awareness

Dating Survey

• Plenty of Fish has the highest proportion of active users among those who are aware of each dating website.

Proportion

24%

14%

16%

11%

10%

15%

12%

8%

6%

5%

4%

11


Base: Total Sample

Male (n=873) (A)

Female (n=692) (B)

Under $60K (n=844) (C)

$60K - $100K (n=426) (D)

$100K (n=224) (E)

Urban (n=414) (F)

Suburban (n=791) (G)

Rural (n=361) (H)

43%

43%

42%

44%

40%

46%

43%

40%

16%

20%

18%

16%

19%

16%

19%

17%

16%

11%

12%

15%

19%

12%

14%

15%

11%

12%

11%

14%

10%

11%

11%

13%

14%

14%

17%

10%

12%

15%

13%

15%

Never heard of this site Heard of site, never visited Have visited, no account

Have account, no longer active Currently active

11

Dating Sites Ever Visited – Plenty of Fish

Dating Sites Ever Visited – Plenty of Fish

Dating Survey

Gender

Income

Region

B

D

A/B/C/D/E/F/G/H superscripts = Significantly greater at a 95% confidence level

• Gender, income, and region of residence have little influence on the degree of familiarity with Plenty of Fish.

12

Mate1 (n=189)

MSN Dating & Personals (n=127)

Zoosk (n=256)

Chemistry (n=202)

Singlesnet.com (n=356)

True (n=236)

Plenty of Fish (n=403)

eHarmony (n=608)

Yahoo! Personals (n=491)

Match (n=550)

Other (n=244)

35%

38%

20%

46%

48%

54%

52%

58%

68%

60%

49%

22%

19%

31%

17%

21%

18%

25%

20%

13%

20%

21%

17%

19%

20%

15%

12%

12%

10%

12%

10%

9%

11%

10%

9%

18%

10%

8%

8%

6%

4%

4%

5%

10%

16%

15%

11%

12%

11%

8%

7%

6%

5%

6%

9%

More than 12 months ago In the past 6-12 months In the past 3-6 months In the past 1-3 months Less than 1 month ago

Base: Recent User12

When Account was CreatedWhen Account was Created

Dating Survey

Q4. When did you create your account/profile on each of the following websites?

• 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.

1313

Q4. When did you create your account/profile on each of the following websites?

Base: Recent User

Male (n=220) (A)

Female (n=183) (B)

Under $60K (n=232) (C)

$60K - $100K (n=103) (D)

$100K + (n=31) (E)

Urban (n=108) (F)

Suburban (n=192) (G)

Rural (n=102) (H)

53%

50%

61%

33%

47%

48%

52%

54%

25%

25%

23%

31%

21%

27%

25%

22%

13%

7%

6%

18%

10%

13%

8%

12%

3%

10%

4%

12%

6%

4%

8%

5%

6%

8%

6%

6%

16%

8%

7%

7%

More than 12 months ago In the past 6-12 months In the past 3-6 months In the past 1-3 months

Less than 1 month ago

13

When Account was Created: Plenty of FishWhen Account was Created: Plenty of Fish

Dating Survey

Gender

Income

Region

A/B/C/D/E/F/G/H superscripts = Significantly greater at a 95% confidence level

A

C C

• 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.

D

14Q5. 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:

Dating Survey

Number of People you havemet in person

Number of People you havemet in personDates you have hadDates you have had Relationships of 3+ monthsRelationships of 3+ months

Base: Recent User

• 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.


eHarmony (n=608)

Match (n=550)




Mate1 (n=189)

Zoosk (n=256)

Chemistry (n=256)

True (n=236)

4.2

3.4

3.4

2.9

2.3

2.1

1.9

1.4

1.2

1.1

2.6

2.1

2.2

2.9

2.4

2.6

1.2

1.3

1.8

1.1

0.6

1.2

0.6

0.8

0.5

0.6

1.8

0.7

1.1

0.7

151515 Base: Recent User15

Dating Survey

Gender

Income

Region

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:

Number of People you havemet in person: Plenty of FishNumber of People you havemet in person: Plenty of Fish

Male (n=220)

Female (n=183)

Under $60K (n=232)

$60K - $100K (n=103)

$100K (n=51)

Urban (n=108)

Suburban (n=192)

Rural (n=102)

4.5

3.9

3.1

3.0

12.2

6.6

3.8

2.5

Dates you have had: Plenty of Fish

Dates you have had: Plenty of Fish

Relationships of 3+ months: Plenty of Fish

Relationships of 3+ months: Plenty of Fish

3.2

2.0

2.1

2.3

4.2

2.8

2.2

3.3

0.5

0.7

0.4

0.7

1.6

0.8

0.5

0.6

12.2

• 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.

16

Q6. Please indicate how often you have visited each of the following sites just during the past 6 months.

Base: Total Sample

Zoosk (n=256)



Mate1 (n=189)



Chemistry (n=202)

Match (n=550)

eHarmony (n=608)

True (n=236)

11%

14%

12%

7%

9%

7%

9%

7%

8%

8%

18%

22%

19%

22%

18%

14%

19%

15%

14%

13%

27%

22%

24%

28%

29%

19%

18%

22%

20%

16%

16%

9%

14%

12%

11%

17%

16%

12%

13%

9%

17%

15%

13%

14%

11%

15%

10%

13%

14%

11%

11%

18%

18%

18%

22%

27%

28%

31%

32%

43%

Several times a day Once a day A few times a week A few times a month Once a month or less often Not at all in the past 6 months

Frequency of VisitingFrequency of Visiting

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

17

Q7. During the past 6 months, what is the average number of messages you receive on each of the following websites?

Base: Recent User



Mate1 (n=155)

Chemistry (n=146)

eHarmony (n=415)

True (n=134)


Match (n=377)

Zoosk (n=228)


13%

13%

14%

14%

9%

20%

11%

8%

11%

9%

27%

19%

17%

16%

15%

17%

17%

16%

13%

12%

20%

22%

20%

25%

18%

17%

9%

16%

20%

15%

16%

12%

16%

13%

18%

12%

11%

13%

13%

16%

8%

14%

13%

8%

12%

16%

18%

18%

15%

15%

10%

14%

11%

15%

17%

8%

23%

17%

16%

19%

6%

6%

9%

9%

9%

10%

11%

12%

12%

14%

6 or more per day 3-5 per day 1-2 per day 3-5 per week 1-2 per week Less than 4 per month None

*Caution: Small base size

Average Number of Messages Receive on Each SiteAverage Number of Messages Receive on Each Site

Dating Survey

• Plenty of Fish users received fewer messages on a daily basis than most other competitive sites.

18

Image of Plenty of Fish vs. Competitors

19

Plenty of F

ish

eHarmony

Match

Yahoo! Perso

nals

Singlesn

et.com

True

Zoosk

Chemistry

Mate1

76% 73% 72% 67% 67% 67% 66% 66% 65%

Q8. Please indicate how strongly you agree with the following statements about <website>.

Dating Survey

Site Ratings: A good place to meet people like meSite Ratings: A good place to meet people like me

Base: Recent User

% Agree (Codes 3-4)

n=403 n=422 n=550 n=335 n=206 n=137 n=78

**Note: Certain options not shown as base size too small (n<50)

n=98 n=98

• Plenty of Fish outranks all other online dating sites as ‘a good place to meet people like me’.

20

Plenty of F

ish

Yahoo! Perso

nals

Match

Singlesn

et.com

True

Zoosk

Chemistry

eHarmony

Mate1

88%82% 81% 79%

70% 70% 69% 68% 66%


Dating Survey

Site Ratings: No Limits on how many matches I can contact

Site Ratings: No Limits on how many matches I can contact

% Agree (Codes 3-4)

Base: Recent User

n=403 n=550 n=137 n=422n=335 n=206 n=78n=98n=98

• Plenty of Fish is the top-rated site for ‘no limits on how many matches I can contact’.

21

Plenty of F

ish

eHarmony

Match

Singlesn

et.com

Yahoo! Perso

nals

Mate1

Zoosk

Chemistry Tru

e

89% 87% 86% 84% 84% 79% 79% 78% 76%


Site Ratings: Can meet people from all professions/occupations

Site Ratings: Can meet people from all professions/occupations

Base: Recent User

% Agree (Codes 3-4)

n=403 n=422 n=550 n=206 n=335 n=78 n=137

Dating Survey

n=98n=98

• Plenty of Fish is perceived as the top dating site where users ‘can meet people from all professions/occupations’.

22

eHarmony Match Plenty of Fish Zoosk Yahoo! Personals Mate1 Singlesnet.com Chemistry True

76% 73% 72% 70% 69% 68% 68% 66%58%


Dating Survey

Site Ratings: Can meet someone to build a long-term sustainable relationshipSite Ratings: Can meet someone to build a long-term sustainable relationship

Base: Recent User

% Agree (Codes 3-4)

n=422 n=550 n=403 n=137 n=335 n=78 n=206 n=98n=98

• 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’.

23

Plenty of F

ish

Yahoo! Perso

nals

Mate1

Zoosk

Match

Singlesn

et.com

True

Chemsitry

eHarmony

84% 81% 79% 78% 77% 73% 68% 65%60%


Dating Survey

Site Ratings: A place for casual/short-term relationshipsSite Ratings: A place for casual/short-term relationships

Base: Recent User

% Agree (Codes 3-4)

n=403 n=335 n=78 n=137 n=550 n=206 n=422n=98n=98

• More online dating sites users rate Plenty of Fish as a ‘place for short-term relationships’ versus other dating sites.

24

Plenty of FishYahoo! Personals Mate1 Singlesnet.com Zoosk Match Chemistry eHarmony True

88%

68% 64% 64% 64% 61%54% 53% 52%


Dating Survey

Site Ratings: Reasonable fees for the services providedSite Ratings: Reasonable fees for the services provided

Base: Recent User

% Agree (Codes 3-4)

n=403 n=335 n=78 n=206 n=137 n=550 n=422 n=98n=98

• Plenty of Fish is the top-rated site for its ‘reasonable fees for services provided’, outperforming its closest competitor (Yahoo! Personals) by 20%.

25

Sin-glesnet.-

com

Match Plenty of Fish eHarmony Yahoo! Personals

Mate1 Zoosk Chemistry True

87% 86% 86% 83% 82% 80% 80% 78% 75%


Dating Survey

Site Ratings: Easy to maintain/update my account/profileSite Ratings: Easy to maintain/update my account/profile

Base: Recent User

% Agree (Codes 3-4)

n=206 n=550 n=403 n=422 n=335 n=78 n=137 n=98n=98

• Plenty of Fish ties with both Singlesnet and Match as a site where accounts/profiles are easily maintained/updated.

26

Yahoo! Personals Match Singlesnet.com eHarmony Plenty of Fish Zoosk Chemsitry Mate1 True

87% 87% 85% 83% 83% 81% 79% 77% 76%


Dating Survey

Site Ratings: Easy to navigate the siteSite Ratings: Easy to navigate the site

Base: Recent User

% Agree (Codes 3-4)

n=335 n=550 n=206 n=422 n=403 n=137 n=78 n=98n=98

• 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.

27

eHarmony Match Plenty of FishYahoo! Personals Mate1 Chemistry Singlesnet.com True Zoosk

78%71% 69% 68% 66% 66% 64% 63% 62%


Dating Survey

Site Ratings: A place where I can meet “high quality” people

Site Ratings: A place where I can meet “high quality” people

Base: Recent User

% Agree (Codes 3-4)

n=422 n=550 n=403 n=335 n=78 n=206 n=137n=98n=98

• eHarmony has the highest ratings as a place to meet “high quality” people versus other dating sites, with Plenty of Fish in third place.

28

eHarmony

Match

Plenty of F

ish

Singlesn

et.com

Yahoo! Perso

nals

Mate1

Zoosk

Chemistry

True

87%81% 79% 78% 77% 75% 71% 69% 66%


Dating Survey

Site Ratings: Can meet someone who shares my religion/culture

Site Ratings: Can meet someone who shares my religion/culture

Base: Recent User

% Agree (Codes 3-4)

n=422 n=550 n=403 n=206 n=335 n=78 n=137 n=98n=98

• eHarmony and Match are perceived at the top two sites where users can meet someone who shares their religion/culture.

29

Plenty of Fish eHarmony Match Zoosk Yahoo! Personals Mate1 True Singlesnet.com Chemistry

69% 65% 65%60% 60% 58% 57%

52% 50%


Dating Survey

Site Ratings: Provides me with accurate matchesSite Ratings: Provides me with accurate matches

Base: Recent User

% Agree (Codes 3-4)

n=403 n=422 n=550 n=137 n=335 n=78 n=206 n=98n=98

• Plenty of Fish ranks ahead of its competitors for providing accurate matches.

30

Plenty of Fish eHarmony Match Yahoo! Personals Zoosk Mate1 Singlesnet.com True Chemistry

71% 70% 68%64% 64% 62% 61%

56% 55%


Dating Survey

Site Ratings: I would be proud to tell people I met someone through this siteSite Ratings: I would be proud to tell people I met someone through this site

Base: Recent User

% Agree (Codes 3-4)

n=403 n=422 n=550 n=335 n=137 n=78 n=206 n=98n=98

• Plenty of Fish outperforms its competitors as a site users would be proud to tell others they met someone through.

31

Plenty of Fish Match Yahoo! Personals eHarmony Singlesnet.com Mate1 Zoosk Chemistry True

69%60% 59% 59% 58% 58%

52% 52%46%


Dating Survey

Site Ratings: I am very happy with my experiences on this site

Site Ratings: I am very happy with my experiences on this site

Base: Recent User

% Agree (Codes 3-4)

n=403 n=550 n=335 n=422 n=206 n=78 n=137 n=98n=98

• 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.

32

Plenty of F

ish

eHarmony

Match

Yahoo! Perso

nals

Singlesn

et.com

Mate1

Zoosk

Chemistry Tru

e

78%68% 67% 66% 65% 62% 58% 55% 54%


Dating Survey

Site Ratings: A site I would recommend to othersSite Ratings: A site I would recommend to others

% Agree (Codes 3-4)

Base: Recent User

n=403 n=422 n=550 n=335 n=206 n=78 n=137 n=98n=98

• Plenty of Fish leads the competitive set in terms of user recommendations.

33

Dating Survey

• Messenger

• Reliable

• Easy to use/navigate/browse

• Good results

• Lots of profiles/people

• Free

Plenty of Fish vs. Other Sites – LikesPlenty of Fish vs. Other Sites – Likes

• Poor profile design

• Quality of people• Not enough contacts

• Inappropriate matches

Plenty of Fish vs. Other Sites – DislikesPlenty of Fish vs. Other Sites – Dislikes

Q10a/b. Please list up to 3 things that you like/dislike about Plenty of Fish vs. other online site you have visited?Base: Total Sample

Plenty of Fish - Likes

Plenty of Fish - Dislikes

• 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.

• Too casual

http://www.google.ca/imgres?imgurl=http://www.hull.ac.uk/php/sbswdr/ecompastwork/0708/xstudentsites0708/76_305128/email_us/logo_msn_mac.jpg&imgrefurl=http://www.hull.ac.uk/php/sbswdr/ecompastwork/0708/xstudentsites0708/76_305128/email_us/email_us.htm&usg=__BPLPd-zbaL8cZ0dWP50n_RhTkwQ=&h=150&w=150&sz=5&hl=en&start=8&um=1&itbs=1&tbnid=jAc42iBMWuPPcM:&tbnh=96&tbnw=96&prev=/images?q=msn+logo&um=1&hl=en&sa=N&tbs=isch:1

http://www.google.ca/imgres?imgurl=http://www.hull.ac.uk/php/sbswdr/ecompastwork/0708/xstudentsites0708/76_305128/email_us/logo_msn_mac.jpg&imgrefurl=http://www.hull.ac.uk/php/sbswdr/ecompastwork/0708/xstudentsites0708/76_305128/email_us/email_us.htm&usg=__BPLPd-zbaL8cZ0dWP50n_RhTkwQ=&h=150&w=150&sz=5&hl=en&start=8&um=1&itbs=1&tbnid=jAc42iBMWuPPcM:&tbnh=96&tbnw=96&prev=/images?q=msn+logo&um=1&hl=en&sa=N&tbs=isch:1

34

General Perceptions & Other Sources Used

35Q9. Please indicate how strongly you agree or disagree with the following statements about paid versus free online dating sites.

Dating Survey

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

52%

38%

36%

31%

38%

41%

43%

39%

8%

17%

16%

24%

2%

4%

5%

6%

Strongly agree Somewhat Agree Somewhat Disagree Strongly Disagreen=1,565

Base: Recent User

Paid vs. Free WebsitesPaid vs. Free Websites

• 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.

36

Q11. Do you know of anyone else (friends, family, etc.) who has done any of the following? Select all that apply. (Dating Survey)

Has a profile on at least one online dating site

Has been out on a date with someone they met on a dating site

Has established a long-term relationship with someone they met on a dating site

Has married someone they met on a dating site

None of the above

56%

48%

29%

21%

31%

n=1,565

Base: Total Sample

Knowledge of Other People on Online Dating Sties Knowledge of Other People on Online Dating Sties

• 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.

37

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)

Base: Total Sample

Other Sources UsedOther Sources Used

Bars/clubs/social events

Work/school

Set-ups/blind dates through a friend/family member

Gym/health club

Church/place of worship

Other

None of the above

51%

40%

37%

20%

23%

5%

22%

n=1,565

• 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.

38

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)

Base: Total Sample

Other Sources Used – By GenderOther Sources Used – By Gender


Work/school

Set-ups/blind dates through a friend/family member

Gym/health club


Other

None of the above

54%B

40%

38%

21%

23%

5%

20%

48%

39%

34%

18%

23%

5%

25%A

Female (n=692) (B) Male (n=873) (A)

A/B superscripts = Significantly greater at a 95% confidence level

• Bars/clubs/social events were used by more males than females as an alternative source for meeting prospective dates.

39

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

n=1,565

Base: Total Sample

Online dating websites

Set-ups/blind dates through friends/family


Work/school Church/place of worship

Gym/health club

35%

14%17%

13%16%

5%

Mean Ranking Score:

2.72 3.32 3.43 3.34 4.10 4.09

Preferred Source for Meeting People (Top Mention)

Preferred Source for Meeting People (Top Mention)

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 by GenderPreferred Source for Meeting People by Gender

Base: Total Sample

Online dating websites



Work/school Friends/family Gym/health club

39%B

16% 14% 12% 12%6%

29%

17% 18%14%

18%A

5%

Male (n=873) (A) Female (n=692) (B)

Mean Ranking Score:

2.60 3.42 4.17 3.43 3.37 4.02

40

4.193.253.233.993.452.88

A/B superscripts = Significantly greater at a 95% confidence level

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

• Males are more likely to prefer online dating sites for meeting people, while females prefer to be set-up by friends/family members.

41

Appendix I:Respondent Profile

42

25 – 3430%

35 - 4429%

45 - 5429%

55 - 6412%

n=1,565

Base: Total Sample

AgeAge

Dating Survey

GenderGender

Male56%

Fe-male44%

43

Household Size Household Size

One

Two

Three

Four

Five or more

37%

22%

18%

13%

10%

n=1,565

Base: Total Sample

Ethnic Background Ethnic Background

Caucasian/ white

Asian

Native Hawaiian or other Pacific Islander

African American

Hispanic/ Latino

Other ethnic group

Prefer not to answer

76%

5%

<1%

11%

7%

1%

2%

State of Residence State of Residence

West North Central

Mountain

Pacific

New England

Middle Atlantic

South Atlantic

East South Central

West South Central

East North Central

7%

8%

16%

5%

13%

20%

6%

11%

14%

n=1,565

Base: Total Sample44

Rural; 23%

Suburban; 51%

Urban/ Metropoli-tan Area; 26%

Community TypeCommunity Type

45

Occupation/Profession Occupation/Profession

Professional

Managerial

Retired

Sales

Business Owner

Medical Field

Government

Engineer

Real Estate

Executive

Lifestyle

21%9%

7%7%6%5%5%4%3%3%3%3%3%2%2%2%2%1%1%1%1%

9%

n=1,565

Base: Total Sample

Education Education

Did not complete high school

Completed high school

Some college/ technical school

Completed college/ technical school

Some university

Completed university/ undergraduate degree

Some graduate school

Completed gradudate school/ graduate degree

Completed PhD/ doctorate degree

Other/Prefer not to answer

1%

11%

6%

10%

21%

26%

6%

15%

3%

1%

46

Household Income Household Income

Less than $15,000

$15,000 to $24,999

$25,000 to $39,999

$40,000 to $59,999

$60,000 to $74,999

$75,000 to $99,999

$100,000 to $149,999

$150,000 or more

Don't know/Prefer not to answer

8%

8%

16%

22%

10%

17%

9%

5%

5%

n=1,565

Base: Total Sample

Hours Per Week Spent Online Hours Per Week Spent Online

More than 13 hours

7 to 13 hours

3 to 6 hours

1 to 2 hours

Less than 1 hour

Zero

52%

26%

16%

6%

0%

0%

47

n=1,565

Base: Total Sample

Not currently in a relationship and looking

Not currently in a relationship and not looking

In a short-term relationship with someone I met online

In a short-term relationship with someone I met elsewhere

In a long-term relationship with someone I met online

In a long-term relationship with someone I met elsewhere

In a permanent relationship with someone I met online

In a permanent relationship

56%

6%

4%

4%

7%

8%

3%

12%

Dating Survey

Relationship StatusRelationship Status

Appendix III: Top 4 Competitors –

Detailed Data


Dating Survey

Gender

Income

Region


Number of People you havemet in person: eHarmony

Number of People you havemet in person: eHarmony

Male (n=327)

Female (n=281)

Under $60K (n=301)

$60K - $100K (n=183)

$100K (n=99)

Urban (n=181)

Suburban (n=296)

Rural (n=130)

3.9

2.8

2.2

3.6

6.2

2.7

4.4

2.1

Dates you have had: eHarmony

Dates you have had: eHarmony

Relationships of 3+ months: eHarmony

Relationships of 3+ months: eHarmony

2.2

1.9

1.3

3.0

2.9

2.0

1.9

2.4

0.7

0.5

0.4

0.6

1.4

0.6

0.5

0.9


Dating Survey

Gender

Income

Region


Number of People you havemet in person: Match

Number of People you havemet in person: Match

Male (n=298)

Female (n=252)

Under $60K (n=279)

$60K - $100K (n=164)

$100K (n=86)

Urban (n=166)

Suburban (n=266)

Rural (n=119)

2.8

4.0

2.5

2.9

6.2

2.7

4.5

1.7

Dates you have had: Match

Dates you have had: Match

Relationships of 3+ months: Match

Relationships of 3+ months: Match

2.1

2.3

1.6

3.0

2.5

2.2

2.3

1.9

0.5

0.5

0.3

0.7

1.1

0.5

0.5

0.6


Dating Survey

Gender

Income

Region


Number of People you havemet in person: Yahoo!

Personals

Number of People you havemet in person: Yahoo!

Personals

Male (n=297)

Female (n=194)

Under $60K (n=276)

$60K - $100K (n=132)

$100K (n=67)

Urban (n=140)

Suburban (n=235)

Rural (n=116)

3.0

2.7

2.0

1.5

9.6

1.8

4.1

1.8

Dates you have had: Yahoo! Personals

Dates you have had: Yahoo! Personals

Relationships of 3+ months: Yahoo! Personals

Relationships of 3+ months: Yahoo! Personals

2.8

3.0

1.9

3.5

6.2

1.6

3.7

2.7

0.5

0.7

0.4

0.5

1.7

0.7

0.5

0.6


Dating Survey

Gender

Income

Region


Number of People you havemet in person: Singlesnet.comNumber of People you have

met in person: Singlesnet.com

Male (n=221)

Female (n=135)

Under $60K (n=208)

$60K - $100K (n=81)

$100K (n=58)

Urban (n=93)

Suburban (n=177)

Rural (n=87)

1.7

3.3

2.0

2.4

3.4

3.3

1.8

2.3

Dates you have had: Singlesnet.com

Dates you have had: Singlesnet.com

Relationships of 3+ months: Singlesnet.com

Relationships of 3+ months: Singlesnet.com

2.0

3.0

1.9

2.7

3.0

2.8

2.3

2.1

0.7

1.0

0.7

0.7

1.3

0.6

0.5

1.5

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Plenty of Fish U.S. Dating Survey Final Report August, 2010.

Documents