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John LaRosa of Marketdata publishes the only in-depth study of “The U.S. Dating Services Market.” His newest addition, dated April 2006, is now available.
I’ve sold a lot of the last version to everyone from dating site owners, laywers, venture capitalists and others involved in the dating and social networking industries. Feedback has been positive across the board.
Price for readers is $1,395 (30% off) for the full study (reg. list price $1,995). You may also purchase specific sections of the report.
Email dave at digicraft dot com if you would like to order individual chapters or have questions about the report.
This newly updated 4th edition Marketdata study is a fascinating analysis of one of the oldest professions—matchmaking. The popularity of dating websites has taken a hit lately, as customer dissatisfaction with inaccurate profiles grows. Background and marital status checks may become mandatory and are a hotly contested issue, with more and more states proposing legislation.
What’s new for this edition…
– new chapter on background checks legislation
– updated 2008 forecasts, 2005 mkt. performance
– all competitor profiles updates
– updated singes demographics
– Dianne Bennett added to matchmaker profiles
– new profile on Meetic and European market
This market is a now a $1 billion business in the U.S., with online dating services soaring in popularity since 2001 and representing nearly 50% of the market’s value. The Web has revolutionized this business and has brought affordable and convenient matchmaking to the masses. But, dating website revenues grew only 4.5% last year as the U.S. market became saturated with 850+ sites. Europe is the next untapped market. Off-line chains and matchmakers are posting moderate growth, but radio datelines and print personals continue to slide. Speed dating continues to do well, along with certain niche markets.
The study examines: market size/forecasts and segments from 1994 to 2008 Forecast. Separate in-depth chapters cover: Dating Websites, Dating Service Chains with physical offices, Independent Matchmakers, Radio Datelines & Print Personal Ads, and Singles Publications. Study examines how dating services operate—typical revenues/fees/profits, negative image problems and sometimes unethical sales practices. New chapter on background checks. Includes detailed profiles of the top 10 matchmakers in the U.S., dater demographics, factors affecting demand, latest Census data/national & state operating ratios, industry conferences/trade groups in formation. Competitor profiles for: Together/The Right One, Great Expectations, Match.com, eHarmony, It’s Just Lunch, Yahoo Personals, Lavalife, Meetic, The Matchmaking Institute, Spark Networks and more.
TABLE OF CONTENTS
Introduction – Study Scope, Methodology, Sources Used
Page 1-4
Executive Overview of Major Findings
Page 5-32
Price: $245
Highlights of ALL study chapters: Discussion of industry status as of 2004, major developments and trends since 2002, factors affecting demand, how services operate, customer demographics, industry $ size/growth, 1991-2008 F, main market segments (1994, 1997, 2002, 2004), separate outlooks for online services, off-line chains, matchmakers, personal ads, radio datelines, etc., how services operate, past regulatory actions/image problems, industry structure/Census operating ratios (national). Rankings and estimated/actual receipts of the top competitors. Discussion/names of the 4 industry trade associations being proposed/in formation.
Nature of The Business – How Dating Services Operate
Page 33-45
Price: $120
Recommended ethics/precautions consumers should take before signing contracts, screening procedures, entry of large corporations to the business (Advanta), why demand is growing for dating services, singles demographics.
Discussion of industry characteristics, evolution of “marriage market intermediaries”, definition of types of providers (singles/personal ads, video dating services, singles events, interactive voicemail systems, traditional matchmakers, computer dating – how each service operates, estimated number in U.S., no. of clients, image, advantages/drawbacks of each).
Success rates of and problems with “marriage market intermediaries”, review of literature and past studies, the future of intermediaries.
How dating services operate: typical methods used by Together, Matchmakers Intl., suggested techniques for launching/marketing a new dating service.
Operating ratios of franchised dating services (avg. gross revenues for small, mid-sized, large metro areas, amount spent on advertising, profit margins, $ allocated for office staff, rent, overhead, etc.)
Recommended industry code of ethics: guidelines developed by trade group, questions consumers should ask of matchmaking, video and computer services
Past regulatory actions taken against Together Dating Service by PA State Attorney General’s office, Great Expectations vs. the Better Business Bureau, allegations of deceptive sales practices used by former sales reps and counselors.
Demographics & Other Factors Affecting Demand
Page 46-56
Price: $105
Summary: Discussion of number of American singles, findings of survey by It’s Just Lunch about typical $ amount spent on dates by men/women, avg. no. of dates, etc. analysis of male/female make-up of dating services’ clients, singles by age group (baby boomers – key group of customers).
Latest Census data: number and % of population representing single/divorced/widowed males, females as of year 2000, 2010 projections.
List of the dating service industry’s major challenges and key issues (social stigma, negative publicity, price resistance (no-cost/low-cost alternatives to traditional services), staffturnover, failure rate of services/reasons.
Tables
1. Marital status of adults: 1970-2010 F, age 18 and older (no. of adults in U.S.)
2. States with highest number of unmarried men and women
3. State ranking of % of unmarried men & women, 50 states
4. Marital status of U.S. population, by sex and age: 2000 (no. and % distribution)
5. Marital status of U.S. population, by sex, race: 1980-2000
6. Marital status of U.S. population, projections by age & sex: 2000 & 2010
7. Persons living alone, by sex and age: 1980-2000
8. Households: projections, by type household: 1996-2010 (married, single, etc.)
Market Size and Growth Rate
Page 56-67
Price: $140
Estimated number of dating services in U.S. Yellow Pages databases, geographic concentrations.
Discussion of lack of official industry data, past estimates by ISIS trade group/rationale.
Market status and summary: historical growth of the industry’s largest franchises & chains, peak sales year, comparison of market conditions in 1994 vs. 1997, $ size of market (effects of online dating services, growth of radio dateline systems, mismanagement, rise of the personal ads, price resistance by customers, negative publicity).
Marketdata’s past predictions – which came true, which were wrong. discussion.
Long-term outlook from 2004 to 2008- key trends and Marketdata expectations, $ size of market, off-line vs. online services’ growth
2004-2008 Outlook for independent matchmakers
2004-2008 Outlook for off-line dating service chains
2004-2008 Outlook for dating websites
2004-2008 Outlook for the personal ads market
Niche Markets: companies specializing in… seniors, millionaires, religious groups, etc.
Speed dating: discussion of concept, major competitors identified, fees, income, list of speeddating websites, etc.
Tables
Historical & forecasted market size in $ (1991-2008 F)
Major market segments/providers: 1994, 1997, 2002, 2003, 2004, 2008 F estimated revenues of: independent matchmakers, franchises/chains, personal ads mkt., dating websites
Value of industry market segments: 2002, 2003, 2004, 2008 F
The major off-line chains (no. of offices, 2001 &2003 revenues: Great Expectations, Together,
Matchmakers Intl., It’s Just Lunch)
Industry Economic Structure & Operating Ratios
Page 68-77
Price: $90
Summary & analysis of 1997 Census survey (latest available): the dating services industry NAICS code, no. of establishments & companies in the U.S., national receipts, payroll costs, key ratios (avg. receipts per estab., avg. receipts per company, avg. receipts/payroll per employee)
Analysis of legal form of organization of dating services (% of establishments & receipts by: corporations, partnerships, sole proprietorships – 1997)
Analysis by industry concentration levels (market share): top 4, 8, 20, 50 firms – 1997
Analysis by single & multi-unit operations – 1997
Analysis & ratios, by receipts size of companies – 1997
Analysis & ratios, by receipts size of establishments – 1997
Tables
Number of dating services, by state
Ratios, by legal form of organization – 1997 (no. of estabs., firms, payroll as % receipts, receipts by type)
Ratios, by industry concentration levels (market share): top 4, 8, 20, 50 firms – 1997
Ratios, by single & multi-unit operations (ratios as above) – 1997
Ratios, by receipts size of companies (as above, 11 classes-under $100K-$100 mill. – 1997)
Ratios, by receipts size of establishments (as above, 11 classes-under $100K-$100 mill.)
Online Dating Services
Page 78-118
Price: $ 416
Summary: discussion of the explosive growth of this market, advantages & disadvantages to the user, reasons for growth, estimates of number of Americans using online dating(ComScore, Nielson), who the leading competitors are, opinions about whether online services will/will not displace traditional dating services, etc.
Market size & growth: analysis of estimate by Timebeat, Marketdata estimates for 2003 to 2008, findings of phone interviews with top competitors and industry experts
Discussion of blurring of lines between off-line and online dating services.
Limitations of online dating – discussion
Need for a trade association? – discussion, profiles of 3 groups now forming (Internet Dating Executive Alliance/IdeaOasis, National Assn. of dating Websites, SITRAS)
Lack of uniform industry metrics/yardsticks – analysis (registered users, unique visitors, members, paid subscribers)
Table
– The industry’s major competitors: type service, no. of paid subscribers/registered users, avg. price/month, estd. or actual 2002-2003 revenues.
Competitor Profiles (headquarters, website, how the service works, cost, no. of paid subscribers vs. registered users, profile of its customers, related services, recent mergers/acquisitions, recent company developments, estd. or actual company revenues to 2003, projections, mgmt. opinions, etc.). In-depth profiles for following companies…
Match.com (also uDate.com)
Yahoo Personals
Lavalife
MatchNet plc
Matchmaker.com (Terra Lycos)
List/Directory: Names/sample directory of 390 online dating service websites.
The Matchmakers Market
Page 119-142
Price: $276
How matchmakers operate: summary & discussion
Market size & estimated number of matchmakers in the U.S., 2004 estimate, 2008 forecast, average revenues per matchmaker
Industry trade association: discussion of current effort to form The National Association of Ethical And Professional Matchmakers, past efforts to form groups, Marketdata recommendations for survival (what a trade group must do and produce to satisfy its members, goals, services needed, obstacles to formation)
Major market trends: ease of entry, use of websites, impact of the recession, ancillary services being offered.
Profiles of Some of the Top U.S. Independent Matchmakers
(For matchmakers profiled below… an in-depth discussion and description of how they operate, typical fees, clients served, specializations, address or phone and website. Findings of Marketdata phone interviews, opinions on status of the market and proposed trade association.)
Orly Hadeda (Orly the Matchmaker)
Leora Hoffman Associates
Kailen Rosenberg (Global Love Mergers)
Janis Spindel
Zelda Fischer (Gentle People Ltd,)
Barbie Adler (Selective Search Inc.)
Irene Valenti (Valenti International)
Lisa Ronis Personal Matchmaking
Jill Kelleher (Kelleher & Associates)
Traditional (off-line) Dating Services
Page 143-158
Price: $245
Summary & definition of “off-line” or “traditional” bricks & mortar dating services withphysical office locations, the franchises and major chains. History of these competitors, recent effect of online services boom, troubles of Great Expectations and Together Dating Service, comments/observations of former owners/employees, other experts.
Have companies changed their sales practices? – discussion
Competitor Profiles (headquarters, website, how the service works, no. of offices, fees charged, no. of customers, profile of its customers, franchising, avg. gross sales potential per office, typical profit margins, expenses, marketing methods, recent mergers/acquisitions, recent company developments, estd. or actual company revenues, mgmt. opinions, etc). Status reports & findings of Marketdata interviews. In-depth profiles for following companies…
Great Expectations
Together Dating Service /The Right One
Matchmakers International
It’s Just Lunch
Other off-line companies
The Personal Ads Market
Page 159-170
Price: $140
Print personals – discussion of market characteristics, status report & relationship between newspapers running the ads, the automated voicemail system providers they use, and long distance phone companies, avg. cost per 900 number call, cost to responders to ad vs. those placing them, why personals are popular vs. other methods.
$ Size of the Personal Ads Market: discussion/analysis of past media estimates and why they are flawed, personal ads’ share of total 900/976 number call volume, Marketdata estimates & forecasts of personals mkt. size, 1997, 2001, 2003-2004 growth outlook, based on phone interviews, inherent problems/limitations of personal ads.
Singles publications market: discussion of how they operate, how they make money, avg. subscription price, cost to run personal ads, avg. cost of automated personals for users, etc.
Singles publications: name/address list of the major U.S. singles publications, by state
Radio Station Datelines: status report & discussion/analysis of popularity of radio automated”datelines”, Status Report: The leading providers of Interactive Voicemail Systems today, effect of online dating services as main contributor to decline in this market, comments by management regarding withdrawal from market by competitors, profiles of two companies left: Spark Network Services and Telepublishing International.
Reference Directory of Industry Trade Associations & Information Sources
Page 171-173
List of dating service industry trade associations, conferences, consultants and experts, research papers, etc. — address & phones.
