Online Dating - UK - January 2015

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Market value to grow as apps monetise
Figure 1: Value forecast for UK online dating market, 2009-19
Market drivers
Online Dating Association launched
Number of single people on the rise
Amount of online abuse directed towards women could be damaging
Nearly all young people use the internet ‘on the go’ and for socialising
Companies, brands and innovations
Market share
Figure 2: Unique visits to online dating websites, via computers, August-October 2014
Who’s innovating?
Users to be given grades
Video-only dating website launched
MySingleFriend launches MySingleTent for festival-goers
Sites get straight to the date
Antidate makes only men visible
The consumer
Over a quarter meet dates through online dating
Figure 3: Method of meeting partner/date, November 2014
Match.com most well-known site/app
Figure 4: Usage and awareness of dating websites/apps, November 2014
Some consider online dating unsafe and expensive
Figure 5: Words and phrases associated with online dating, November 2014
Majority of users willing to meet someone from a site/app
Figure 6: Attitudes towards online dating, November 2014
Friends’ usage most encouraging factor
Figure 7: Reasons for using site/app, November 2014
Many concerned about misleading profiles
Figure 8: Reasons for not using a dating website/app, November 2014
What we think
ISSUES AND INSIGHTS
Will free dating apps be able to successfully monetise?
The facts
The implications
Could online abuse hurt the industry?
The facts
The implications
How to prevent the problem of misleading profiles?
The facts
The implications
TREND APPLICATION
Trend: Guiding Choice
Trend: Extend my Brand
Mintel Futures: Human
MARKET DRIVERS
Key points
Income squeeze reduces
Figure 9: Income squeeze, January 2009-September 2014
Number of single people on the rise
Vast majority of 16-24s use social networking
Figure 10: Internet activities in the last three months, by age, August 2014
Young people access internet ‘on the go’
Figure 11: Accessing the internet ‘on the go’ in the last three months by portable device types, by age, August 2014
Online Dating Association launched
Safety concerns key
Sites ‘experimenting’ on their users
Amount of online abuse directed towards women could be damaging
World Cup boosts Tinder usage
WHO'S INNOVATING?
Key points
Users to be given grades
Male users asked to sign ‘Gentlemen Pledge’
Video-only dating website launched
Sites get straight to the date
The League is an invite-only app
Bumble puts girls in charge
Antidate makes only men visible
MySingleFriend launches MySingleTent for festival-goers
MARKET SIZE AND FORECAST
Key points
Market value to grow as apps monetise
Figure 12: Value of the UK online dating market, 2009-19
Forecast
Figure 13: Value forecast for UK online dating market, 2009-19
Forecast methodology
MARKET SHARE
Key points
Plenty of Fish biggest site in terms of computer hits
Figure 14: Visits to online dating websites via computers, August-October 2014
COMPANIES AND PRODUCTS
eHarmony
Grindr
Guardian Soulmates
Match.com
OkCupid
Plentyoffish.com
Tinder
Zoosk.com
BRAND COMMUNICATION AND PROMOTION
Key points
Almost half of UK ad expenditure by match.com
Figure 15: Top 10 dating website/apps UK advertising expenditure, 2011-14
Zoosk.com dominates on Twitter
Figure 16: Twitter followers for select leading online dating websites/apps, December 2014
THE CONSUMER – METHODS OF MEETING PARTNERS
Key points
Over a quarter meet dates through online dating
Figure 17: Method of meeting partner/date, November 2014
18-24s much prefer free online dating services
THE CONSUMER – USAGE OF DATING WEBSITES
Key points
Match.com most well-known site/app
Figure 18: Usage and awareness of dating websites/apps, November 2014
Tinder draws in Millennials
THE CONSUMER – PERCEPTIONS OF ONLINE DATING
Key points
Some consider online dating unsafe and expensive
Figure 19: Words and phrases associated with online dating, November 2014
People don’t feel online dating is trustworthy
Over a fifth of over-55s think it’s not for their age group
THE CONSUMER – ATTITUDES TOWARDS ONLINE DATING
Key points
Majority of users willing to meet someone from a site/app
Figure 20: Attitudes towards online dating, November 2014
A quarter willing to pay more for additional features
Most have found that people misrepresent themselves
Women can feel unsafe when meeting up
THE CONSUMER – REASONS FOR USING
Key points
Friends’ usage most encouraging factor
Figure 21: Reason for using site/app, November 2014
Adverts encourage paid dating website usage
THE CONSUMER – REASONS FOR NOT USING
Key points
Many concerned about misleading profiles
Figure 22: Reasons for not using a dating website/app, November 2014
People are concerned about scams
18-24s more likely to think it is not romantic