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Mintel’s Mc Grath argues that as the market continues to expand, brands will have to ensure that their own safeguards and regulatory measures can keep pace.
“The abuse that is directed principally towards women on online dating websites and apps, along with issues of safety, has received increased publicity over the last few years,” she says.
Mintel’s consumer data for November 2014, meanwhile, shows that 42% of those aged 18 and over are not married or living with a partner.
This demographic trend has coincided with an explosion of online dating brands seeking to meet different dating needs.
This helps explain why IAC/Inter Active Corp (IACI) decided to spin off its online dating assets last year with the Match Group (MTCH) IPO.Mintel analyst Rebecca Mc Grath also points out that popular apps such as Tinder, Grindr and Hinge have tapped into wider mobile and social networking habits in order to drive acceptance.“The popularity of free dating apps has made a big impact on online dating over the last several years by dispelling perceptions, opening up online dating to a new market and driving mobile usage,” she says.The format is intended to bring greater transparency to online dating and make it easier for people to show their personalities.According to the research, word of mouth is the most likely means by which a new dating app will catch on.