LONDON LOVE BUSINESS – Feb 14 – According to Match.com, ~37M dates take place each year, adding a whopping £3.4bn to the economy. “January and the start of February is incredibly busy,” says Karl Gregory, MD of Match.com UK. Last February, coming up to the 14th, an impressive 6M people visited Match.com – and the team expect no fewer this time around. So what does the MD of the country’s most powerful dating site think of the niche sites that seem to multiply like rabbits? “Niche dating sites are a quite romantic notion but the number and the logic doesn’t add up,” he says. “Daters want to access a pool of individuals that are looking for the same thing, but as soon as you start narrowing it down the pool gets smaller. We find most people don’t want to travel further than 23 miles, narrowing your choice makes it harder to find someone. The area of mobile dating is one area Gregory believes will grow as Match.com develops its apps. Match.com has also upped the ante when it comes to intelligent matching. The site now offers users “the daily six”, this being “six people we think might appeal to you that you might not have necessarily searched for.”
by Gabriella Griffith
See full article at London Loves Business
The UK market required a cultural shift in advertising for Match.com. The ads are more playful and provocative than in the UK, in general.
The UK market required a cultural shift in advertising for Match.com. The ads are more playful and provocative than in the UK, in general.