HERALD TRIBUNE — Mar 20 — In part because of its provocative ads, True.com, based in Irving, Texas, has become one of the most visited sites in the $700 million-a-year online dating industry, attracting 3.8 million people last month. True's rise has been controversial. The company has riled competitors like Match.com and Yahoo Personals, which say that True's lowbrow advertisements clash with its high-minded lobbying and legal efforts.
Category: TRUE.com
TRUE Riles $700 Million Industry
HERALD TRIBUNE — Mar 20 — In part because of its provocative ads, True.com, based in Irving, Texas, has become one of the most visited sites in the $700 million-a-year online dating industry, attracting 3.8 million people last month. True's rise has been controversial. The company has riled competitors like Match.com and Yahoo Personals, which say that True's lowbrow advertisements clash with its high-minded lobbying and legal efforts.
Just In – Nielsen//NetRatings February U.S. Rankings
OPW — Mar 16 — We've just updated the internet dating rankings. The changes are: Match moves down from #1 to #3 and MSN Dating (powered by Match) moves up one spot to #4, kicking Singlesnet down one spot to #5. eHarmony moves up two spots to #6 pushing Mate1 and American Singles down one spot. – Mark Brooks
Just In – Nielsen//NetRatings February U.S. Rankings
OPW — Mar 16 — We've just updated the internet dating rankings. The changes are: Match moves down from #1 to #3 and MSN Dating (powered by Match) moves up one spot to #4, kicking Singlesnet down one spot to #5. eHarmony moves up two spots to #6 pushing Mate1 and American Singles down one spot. – Mark Brooks
Online Dating Under Scrutiny
HNT — Mar 6 — The Senate budget committee Monday advanced a proposal to require online dating services to tell customers whether criminal background screenings are done of members using the site to look for dates. The bill now heads to the Senate floor, over the objections of a group of online companies whose lobbyists said the proposal won't prevent child predators and could soothe people into thinking they're safer online than they are. Steve DelBianco, executive director of NetChoice, a coalition of e-commerce companies and tradegroups, such as America Online, eBay, Oracle, Orbitz and Yahoo, said more than a dozen states have considered but not passed such laws. DelBianco said the bill is designed to favor True.com. "Personally, I think you have to be crazy to date on the Internet," said Sen. Barbara Buono, D-Middlesex.
Mark Brooks: Your comments please…
Online Dating Under Scrutiny
HNT — Mar 6 — The Senate budget committee Monday advanced a proposal to require online dating services to tell customers whether criminal background screenings are done of members using the site to look for dates. The bill now heads to the Senate floor, over the objections of a group of online companies whose lobbyists said the proposal won't prevent child predators and could soothe people into thinking they're safer online than they are. Steve DelBianco, executive director of NetChoice, a coalition of e-commerce companies and tradegroups, such as America Online, eBay, Oracle, Orbitz and Yahoo, said more than a dozen states have considered but not passed such laws. DelBianco said the bill is designed to favor True.com. "Personally, I think you have to be crazy to date on the Internet," said Sen. Barbara Buono, D-Middlesex.
Mark Brooks: Your comments please…
Spring Break Flings on TRUE.com
PR NEWSWIRE — Mar 6 — TRUE surveyed its members (502 responses) to learn whether singles would rather meet a lifetime partner or just a spring fling during Spring Break 2007. 30% wanted a spring fling, 29% chose casual dating, 24% wanted a long-term relationship, 16% wanted to find just a friend, 2% wanted to find someone to marry. 86% were open to dating someone long-term after meeting them during Spring Break. FULL ARTICLE @ PR NEWSWIRE
Mark Brooks: TRUE has been disparaged in the online personals community for it's racey advertising. It does seem at odds with it's position as a scientifically based dating site…which kinda implies that it's focused on helping people find long term serious relationships. Sex + LTR. The fact is, racey adds convert will. Click throughs are higher and conversions are stronger, in general. Hence, TRUE is being agressive with it's ad spends. The post here mentions that they spent $52 million Jan-Nov last year.
Spring Break Flings on TRUE.com
PR NEWSWIRE — Mar 6 — TRUE surveyed its members (502 responses) to learn whether singles would rather meet a lifetime partner or just a spring fling during Spring Break 2007. 30% wanted a spring fling, 29% chose casual dating, 24% wanted a long-term relationship, 16% wanted to find just a friend, 2% wanted to find someone to marry. 86% were open to dating someone long-term after meeting them during Spring Break. FULL ARTICLE @ PR NEWSWIRE
Mark Brooks: TRUE has been disparaged in the online personals community for it's racey advertising. It does seem at odds with it's position as a scientifically based dating site…which kinda implies that it's focused on helping people find long term serious relationships. Sex + LTR. The fact is, racey adds convert will. Click throughs are higher and conversions are stronger, in general. Hence, TRUE is being agressive with it's ad spends. The post here mentions that they spent $52 million Jan-Nov last year.
Male/Female Quantcast Ratios of Top Dating Properties
OPW — Feb 26th — Here are the male/female ratios, most popular age range, and proportion of visits from 'regulars' and 'addicts.' Ranking courtesy of Hitwise. Ratios, age range and addiction levels courtesy of Quantcast. '100' represents the 'internet average.'
1 Singlesnet
Male 112, Female 88, age 45-54, 91% of visits from regulars and addicts LINK
2 Yahoo Personals
Male 114, Female 85, age 45-54, 78% regulars and addicts LINK
3 RUET
Male 116, Female 83, age 45-54, 77% regulars and addicts LINK
4 Match
Male 100, Female 99, age 45-54, 94% regulars and addicts LINK
5 eHarmony
Male 73, Female 125, age 25-34 and 35-44, 95% regulars and addicts LINK
6 Plentyoffish
Male 112, Female 87, age 45-54, 98% regulars and addicts LINK
7 Mate1
Male 97, Female 102, age 45-54, 74% regulars and addicts LINK
8 Blackpeoplemeet
Male 94, Female 105, age 35-44, 96% regulars and addicts LINK
9 Manhunt.net
Male 177, Female 24, age 35-44, 99% regulars and addicts LINK
10 Adam4Adam
Male 170, Female 31, age 35-44, 99% regulars and addicts LINK
11 American Singles
Male 120, Female 89, age 45-54, 82% regulars and addicts LINK
12 Gay.com
Male 171, Female 30, age 35-45, 96% regulars and addicts LINK
13 Hot or Not
Male 122, Female 78, age 18-24, 95% regulars and addicts LINK
14 MSN Match
Male 103, Female 97, age 45-54, 71% regulars and addicts LINK
15 Cupid
Male 110, Female 89, age 45-54, 95% regulars and addicts LINK
eHarmony clearly has more guys than girls. Given the raunchy TRUE advertising, one would expect a higher representation of males than the 116 scored here. I think this is because TRUE is using their raunchy advertising in male oriented spots, and also, the edgy ads still manage to attract women. American Singles scored higher with a 120 for males. The gay sites and PlentyofFish have the highest addiction levels. Yahoo Personals, TRUE, and Mate1 scored a little low for user engagement. All in the 74-78% range. – Mark Brooks
Male/Female Quantcast Ratios of Top Dating Properties
OPW — Feb 26th — Here are the male/female ratios, most popular age range, and proportion of visits from 'regulars' and 'addicts.' Ranking courtesy of Hitwise. Ratios, age range and addiction levels courtesy of Quantcast. '100' represents the 'internet average.'
1 Singlesnet
Male 112, Female 88, age 45-54, 91% of visits from regulars and addicts LINK
2 Yahoo Personals
Male 114, Female 85, age 45-54, 78% regulars and addicts LINK
3 RUET
Male 116, Female 83, age 45-54, 77% regulars and addicts LINK
4 Match
Male 100, Female 99, age 45-54, 94% regulars and addicts LINK
5 eHarmony
Male 73, Female 125, age 25-34 and 35-44, 95% regulars and addicts LINK
6 Plentyoffish
Male 112, Female 87, age 45-54, 98% regulars and addicts LINK
7 Mate1
Male 97, Female 102, age 45-54, 74% regulars and addicts LINK
8 Blackpeoplemeet
Male 94, Female 105, age 35-44, 96% regulars and addicts LINK
9 Manhunt.net
Male 177, Female 24, age 35-44, 99% regulars and addicts LINK
10 Adam4Adam
Male 170, Female 31, age 35-44, 99% regulars and addicts LINK
11 American Singles
Male 120, Female 89, age 45-54, 82% regulars and addicts LINK
12 Gay.com
Male 171, Female 30, age 35-45, 96% regulars and addicts LINK
13 Hot or Not
Male 122, Female 78, age 18-24, 95% regulars and addicts LINK
14 MSN Match
Male 103, Female 97, age 45-54, 71% regulars and addicts LINK
15 Cupid
Male 110, Female 89, age 45-54, 95% regulars and addicts LINK
eHarmony clearly has more guys than girls. Given the raunchy TRUE advertising, one would expect a higher representation of males than the 116 scored here. I think this is because TRUE is using their raunchy advertising in male oriented spots, and also, the edgy ads still manage to attract women. American Singles scored higher with a 120 for males. The gay sites and PlentyofFish have the highest addiction levels. Yahoo Personals, TRUE, and Mate1 scored a little low for user engagement. All in the 74-78% range. – Mark Brooks