Online Dating 2005

Personals and dating services are increasingly popular amongst European Internet users and provide a significant opportunity for revenue. The European Online Dating 2005 survey is the most extensive piece of research on this topic ever carried out by Nielsen//NetRatings in Europe. Use the findings to help you evaluate the opportunities this sector offers for your online business.

Understand who is using dating websites and how. How do Europeans choose their dates and how do they pay for the service? What is important to them and how to they contact potential partners?

Evaluate the market and its players. Who is leading the sector? How are they advertising online and with which messages? What are the demographics of their audience?

In June and July 2005 we surveyed over 9000 Internet users in the UK, France and Germany to answer questions relating to Internet dating services. This report covers these results, with charts and tables containing the original research results alongside commentary highlighting key issues and opportunities for retailers to maximise sales in 2005.

Topics covered include:

• Consumer attitudes to dating
Where do Europeans look for dating partners offline and online?
How do they choose a date?
How do they contact a potential date?
How do they ensure safety?
How honest are they on their profile?
What do they prefer to do on their first date?

• Marketing to online shoppers
How do Europeans choose which sites to use?
Does online advertising work?
How are marketing messages influencing purchasing behaviour?
Which types of consumer are most influenced by marketing?

• Who What Where How?
Who is using online dating?
Which services are they using?
When are they buying?
Are they using broadband?

• And how much?
How much are our respondents willing to spend?

• The gender affect
How and where do men and women differ in their online dating behaviour?

• The winners on the web
Which are the top online dating websites?
What are the differences in audiences to the respective dating websites?
[Studien Infos ausblenden]

About the Online Dating Report
Executive Summary
Online dating in Europe
About the survey respondents
The Internet: an important dating tool
Where do people look for dating partners?
UK
France
Germany
Who visits dating sites?
Profile of a personals category visitor in the UK
Profile of a personals category visitor in France
Profile of a personals category visitor in Germany
Broadband
How loyal are online daters?
What type of relationships are people looking for online?
Influence of gender on relationship type
Do people look for more than one type of relationship?
Finding online dating sites
Online advertising
Offline Advertising
email marketing
Friend’s recommendations
Online Advertising in the Dating Sector
Creatives used by advertisers in the dating sector
User pays – a popular choice for online dating sites?
Important features of dating sites
Gender differences
Choosing a date
Making the choice
What’s in a Profile?
Photo
Are online profiles reliable?
Making a Date
Making contact by email
Making contact by phone
Arranging to meet
Meeting Safely
Popular first date locations
Online dating trends
Conclusion
Methodology
MegaPanel®
NetView
AdRelevance
[Inhaltsverzeichnis ausblenden]

Profile of respondents
Where would you go to find a dating partner?
Proportion of respondents willing to use Internet to find a date
Methods used to find dating partners: UK
Methods used to find dating partners: France
Methods used to find dating partners: Germany
Age and gender: UK
Income profile: UK
Age and gender: France
Income profile: France
Age and gender: Germany
Income profile: Germany
Measured Internet Connection Speed UK
Measured Internet Connection Speed France
Measured Internet Connection Speed Germany
Number of sites visited: UK
What kind of relationships do people use online dating sites to find?
Gender and relationship types: UK
Gender and relationship types: France
Gender and relationship types: Germany
Average number of relationship types looked for online
How did you find out about online the dating service/s you visited?
Online advertising is popular across Europe
Offline advertising is a winner in France
email marketing is popular in the UK
Friend’s recommendations are important to women
Profile of dating sector online advertisers
Average dating site online campaign in the UK
Average dating site online campaign in France
Average dating site online campaign in Germany
Would you be willing to pay to use your ideal online dating service?
Amount willing to pay to use ideal online dating service: UK
Amount willing to pay to use ideal online dating service: France & Germany
Desirable features of dating sites: by country
Features women look for in an online dating site
Features men look for in an online dating site
Factors people consider when choosing a date: by country
Top 5 factors when choosing a date
How many factors do daters consider?
Age of photo used on dating profile: men
Age of photo used on dating profile: women
Most likely to tell 100% truth in online profile
Online profile
Have contacted someone on a dating site by email
How many people have you contacted by email?
Have contacted someone on a dating site by phone
How many people have you contacted by phone?
Have you been on a date with someone from an online dating service?
Were you worried about personal safety prior to meeting your date?
Did you make safety arrangements prior to meeting your date?
Safety arrangements: women
Safety arrangements: men
[Tabellenverzeichnis ausblenden]