Online dating services research
The UK’s online dating market is booming with its value rising by over 70% in the last five years to reach £165m, new research shows.
The report by market research group Mintel forecasts that the market will continue its strong growth to reach £225m by 2019, but warns that concerns over safety and online abuse must be addressed.
It is followed by (8%), e Harmony (4%) and Tinder (4%).
The Mintel report notes that newer dating brands are introducing alternative formats in order to stand out in a crowded marketplace.
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This concept is ideal for facilitating online dating networks where users seek to explore many users with the same intimate-based goals for using the community.
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.
Match.com’s most recent advertising campaign, launched in December, invites daters to celebrate their flaws through print and video ads carrying the message ‘Love your imperfections’.
EHarmony, meanwhile, is currently running ads around its positioning as ‘The brains behind the butterflies’.
With Valentine’s Day arriving on Saturday, online dating brands have been particularly active in recent weeks in advertising their services to singletons.