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SNAP Interactive logoThanks to SNAP Interactive for showing a little bit of skin. It’s rare and great to be able to get a look at key metrics for dating sites.

Cliff Lerner’s quote was interesting: It’s difficult to gain subscribers in August because of seasonal attrition of 6 month subscribers who signed up on or around Valentine’s Day.

It’s funny to see dating sites rolling out features that Adult Friend Finder and other adult sites have had for over a decade. Revenue from paid exposure and communications seems to be the top two areas where most dating sites are “innovating.”

I’m still waiting for the guys with the paid exposure patents to come storm the gates of the dating industry.

—  Active subscriber count increased approximately 27% YTD through August
31, 2014 from approximately 77,700 as of December 31, 2013 to
approximately 98,600 as of August 31, 2014;
—  New subscription transactions increased approximately 35% YTD through
August 31, 2014 as compared to the same period in 2013;
—  New subscription transactions in August 2014 increased 44% as compared
to August 2013.
—  Total subscription transactions in August 2014 were the highest since
October 2012
—  August recurring subscription transactions were the highest since
December 2012.
—  August was the second highest month this year for new subscription
transactions after February
SNAP’s Chief Executive Officer, Clifford Lerner, commented, “August was another strong month for AYI.com. New subscription transactions in August 2014 increased 44% compared to August 2013. Even more exciting is that August was the strongest month since 2012 for the number of recurring and total subscription transactions.”

Lerner added, “Although our total active subscriber base declined slightly from the end of July, this was mostly due to seasonality effects. It’s difficult to gain subscribers in August because of seasonal attrition of 6 month subscribers who signed up on or around Valentine’s Day, the busiest period of the year. August was second only to February this year in the number of new subscriptions, and, notably, tallied the highest number of total subscription transactions since 2012. This high level of subscription transaction volume represents continued momentum in the business, as the associated revenue will be recognized for months to come.”

SNAP’s Chief Operating Officer Alex Harrington added “Another exciting development in August was the launch of paid add-on features within the AYI application. Two feature introductions include ‘Promote Me’, a paid feature that allows users to increase their profile visibility, and ‘First Class Mail’, a feature that offers users the ability to increase the prominence of their messages to other users. These new features increase user engagement in the application, and the transactional revenue generated through these features allows AYI to increase the lifetime value of its users.”

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