INTERNET DATING SCIENCE – Mar 9 - In 1999 2% of American singles had used idating. The % increased to 25% by 2002 and the business had grown to $304M a year. The industry passed $1 billion in 2008 and will grow 10% a year on average through 2013, despite the recession. There are more singles these days. In 1970 40% of U.S. women and 35% of men were single. In 2003 48% of men and 45% of women were single. And people are marrying later. In 1970 women got married at age 21 and men at age 23. That rose by 4 years by 2003. In 2003 women married on average at age 25, and men at 27. Higher income, and higher educated Americans are more likely to be single. Divorcees are most likely to be internet daters. Perhaps because they want to draw from circles outside of the circles of friends they formed while they were married.
Mark Brooks: Based on this information, you should:
1. Target some of your ad spends at internet power users who use multiple services and activities on portals.
2. Target your social network advertising at people who have friends who have mentioned internet dating, or specific internet dating sites in their profiles.
3. Survey users when they leave your service to find out why they are leaving, and if they are happy.
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Title: The Social Demography Of Internet Dating In The United States
Published In: Social Science Quarterly, 2010
