The Online Dating Market In The UK 2014-2015

THE
Online Dating Market
in the UK
2014-2015
Current trends and developments in the online dating industry:
users – service providers – revenues – technologies
The Online Dating Market in the UK 2014–2015
2
Online Dating in the UK: Dating ‘On Tap’
The acceleration of our communication process – driven by smartphones, WhatsApp &
co. – is also moulding the behaviour of singles in online dating: flirting and looking for a
partner today occurs everywhere and all the time. Answer times are now a lot shorter and
there is a higher level of readiness to spontaneously meet. In order to keep up with this
development, dating site operators have put their focus on the further technical development of their apps and offer services better tailored to mobile use.
These and other current trends are what we will take a look at in the
4th edition of our Analysis of the Online Dating Market in the UK, right
under the microscope.
1. Singles on the Internet
Of the roughly 64.5 million people living in the UK, about 17.6 million
held the status of “single” at one time or another in 2014 [1]. However,
it is difficult to clearly define the term: i.e., does a 72-year-old without a
partner count? In this study, we will define “single” as a person between
the ages of 18 and 65 years who isn’t in a stable relationship. Of these
singles in the UK, about 16 million are regularly using the internet and
are the main target group for the industry. It is estimated once again
that around 25% of this group (particularly men) are actually in a
relationship.
2. Online Dating Landscape
Keyword “Mobile Dating”
The difference between online dating and mobile dating
has become non-existent in our eyes. The established online dating players of course now offer a mobile version of
their sites and an additional mobile app. And most of the
former “mobile only” dating service providers now have
added a website.
The customer now expects that dating is available everywhere, nonstop and through all media. Therefore, we have
grouped both varieties under the term “online dating”.
Additionally, a separate calculation of revenue via mobile
devices makes little sense since a majority of users jump
back and forth between “online” and “mobile” from first
use to purchase: far more than 50% of all logins are
through mobile devices today, but over 75% of all revenue
due to skepticism about mobile payment methods
continues to be collected using the PC.
Essentially, online dating service providers can be categorised into five
groups:
»»Online Personals
Mainstream services for searching through personals by oneself, most often
includes a chat feature, middle price segment
Top-3: Zoosk, Match, POF
»»Matchmaking
Matching of couples based on a psychological matching process, higher
price segment
Top-3: EliteSingles, eHarmony, MatchAffinity
»»Social Dating
Predominately “flirt” services for mobile devices targeting the younger
demographic, lower price segment (freemium model)
Top-3: Badoo, HowAboutWe, Tinder
»»Adult Dating
Dating websites for erotic contact (hook-ups, infidelity, swinger, fetish)
Top-3: C-Date, AdultFriendFinder, F-Buddy
»»Niche Dating
Specialised for target audiences like Ethnic Dating, seniors, single parents,
plus-sized, alternative lifestyles …
There are over 1,500 of these websites in the UK, however, most are small online personals
sites. In any case, only about 25 service providers have over 100,000 active monthly
members. Foreign, in particular American, players currently dominate the market. Among
the domestic dating companies which stand out are Badoo and WhiteLabelDating.
70,2
45,3
THE OnlInE DATIng MArKET In THE UK 2014–2015
33,1
3
20,6
9,7
3,5 70,2
61,0
54,4
6,2 33,1
54,4
45,3
7,1
7,2
7,0
7,3
6,9
6,9
20,6 2005 2006 2007 2008 2009 2010 2011
2003 2004
13,8
9,7
4,6
3,5
3. Online Dating USer: an UpWarD CUrVe
13,8
79,7
4,6
61,0
6,2
7,1
7,2
7,0
7,3
6,9
6,9
Revenue
in 2009
GBP2010 2011
2003 2004 2010-2014
2005 2006 2007 2008
45,3
revenue 2010–2014 in gBp
33,1
202,8
188,9
The Internet dating boom in the UK started in the year 2000.
At that time, there were around 100,000 profiles of singles on the
176.9
net. Currently, there are around 7.8 million singles online every
166.6
168.5
2003 2004 2005 2006 2007 2008 2009
2010 2011
158.7
month looking for a partner, considerably more than in 2011 (6.3
158.4
million). The fresh influx of users is generated mainly by the new
generation of social dating services like tindEr and Badoo. They
succeeded in opening up completely new target groups such as
2003 2004 2005 2006 2007 2008 2009 2010 2011
the 18+ Dater or singles with immigrant backgrounds. Along with
this, they managed to interest singles in taking a look at the flirt up
without specifically looking for a partner, rather just ‘to try it out’.
2003 2004 2005 2006 2007 2008 2009 2010 2011
20,6
9,7
3,5
13,8
4,6
6,2
7,1
7,2
7,0
6,9
179,5
7,3
6,9
202,8
163,6
188,9
138,1
179,5
113,0
163,6
82,6
138,1
44,8
21,5
188,9
179,5
163,6
202,8
113,0
82,6
44,8
21,5
138,1
113,0
In addition, there are a further 3 million monthly users in the
“Adult Dating” category as well as about 450,000 users of gay dating
services.
3,60
82,6
2010
44,8
2011
3,50
2012
2,8
2,50
2,10
2013
2,00
21,5
3,60
2014
1,90
© leadingdatingsites.co.uk
3,50
2003 2004 2005 2006 2007 2008 2009 2010 2011
2,8
2,50
2,10
4. reVenUe DeVelOpMent: OVerCOMing the tUrnOVer Dip
2,00
1,90
0,85
0,80
0,45
In the first half of the decade since 2010, the combined turnover of the industry had
two distinctly economically strong years with an average plus of 5.6% per annum. 2013CH UK SE DE NL AT FR ES IT PT
showed, for the first time, the turnover in a negative growth curve from over 10% as opposed
to the previous year and plateaued to almost 159 million pounds. For 2014 it is again a
CH UK SE DE NL AT FR ES IT PT
Market Shares (users)
clear jump to a record up to 166.6 million pounds. Background:
Deutsche
Ausländische
3,60
3,50
0,85
2,8
2,50
2,10
2,00
0,80
0,45
1,90
0,85
0,80
Portale
Portale
20 %
80 %
20 %
Deutsche
Ausländische
and with respect to sales psychology, made learning
CH InUK SE DE NL AT FR Portale
ES IT PT
Portale
progress through their use of mobile applications.
20 %
80
%
20 %
this way they have been successful in first generating a
80
%
considerale turnover regarding “Smartphone Singles”,
although the “Dater” is often less prepared to payDeutsche
for a
Ausländische
mobile service as opposed to PC and notebook ones.
Portale
Portale
80 %
20 %
80 %
20 %
» Individual players like tindEr, Match, Zoosk or ElitEsinglEs
have distinguished themselves through new marketing
Mitglieder Umsatz 2011
strategies and advertising pressure to boost the
80 %
industry, while competitors from the second row have
Match.com
> 50 Mio. ~300 Mio. Euro
Mitglieder Umsatz 2011
been shown to be holding back.
Market Shares (revenues)
Badoo
> 130 Mio. ~100 Mio. Euro
Match.com
> 50 Mio. ~300 Mio. Euro
5. inDUStrY trenDS 2014/2015
Meetic
> 40 Mio. 178 Mio. Euro
Badoo
> 130 Mio. ~100 Mio. Euro
The years 2014 and 2015 were heavy with sales and mergers on
Mitglieder Umsatz 2011
Parship
> 10 Mio. ~40 Mio. Euro
in the international online dating market. The Brits have also
Meetic
> 40 Mio. 178 Mio. Euro
> 50 Mio. ~300 Mio. Euro
involved themselves in this. In the online dating market Match.com
in the
UK, it went in the same manner as big football deals: The British
Parship
> 10 Mio. ~40 Mio. Euro
> 130 Mio. ~100 Mio. Euro
investor Oakley Capital has snapped up no less than theBadoo
no. 1
and no. 2 among german matchmakers – ParshiP and ElitEPartnEr.
Meetic
> 40 Mio. 178 Mio. Euro
Match also shows itself to be very active: the leading UK dating
service is working together with elite matchmaking provider
Parship
> 10 Mio. ~40 Mio. Euro
thrEEdayrulE and has, along with MEnsa founded a dating site for
singles with an IQ over 98.
» The dating service providers have, both technically
0,45
10,8
10,2
8,5
7,3
5,6
1,8
7
1,1
5,7
6,3
1,8
8,5
10,87
12,8
2,6
23,2
9,6
10,2
26,1
44,5
2,6
10,4
9,6
39,5
26,1
7,3
5,6
44,3
10,4
16,6
57,5
47,7
16,6
47,7
8,5
22,8
66,5
31,5
79,2
62,0
53,1
10,2
44,5
31,5
22,8
53,1
10,2
36,6
62,0
10,8
36,6
75,8
72,6
10,2
72,6
44,5
68,9
88,3
88,3
58,1
Social Dating
The currently much-discussed ashlEyMadison hack, which affected nearly 1,300,000 Brits
Personals
2003 2004Online
2005 2006
2007 2008 2009 2010 2011
[2], has – insofar as we see it – had no particular impact on the “adult dating” segment of
Matchmaking
the market. The confidence of the users in terms of success rate and data security seems
Adult Dating
Niche Dating
to have gone unaffected as well.
2003 2004 2005 2006 2007 2008 2009 2010 2011
ElitePartner,
The Online Dating Market in the UK is still dominated by the established players: the higheDarling,
Parship,
priced quality providers in the area of “serious” online dating, because, above all, singles
FriendScout24:
over 30 are happy to pay. The “big five” in the industry c-datE, ElitEsinglEs, Zoosk, EharMony
ElitePartner,
54,2 %
2003 2004 2005 2006 2007 2008 2009 201045,8
2011 % 54,2 %
and Match together account for over 60% of the total revenue.
eDarling, Parship,
FriendScout24:
54,2 %
45,8 % 54,2 %
8,5
7,3
5,6
1,8
7
1,1
5,7
6,3
8,5
2,6
10,4
9,6
39,5
47,7
44,3
57,5
66,5
8,5
62,0
53,1
79,2
26,1
12,8
23,2
16,6
22,8
10,2
1,1
5,7
31,5
6,3
75,8
12,8
36,6
44,3
23,2
72,6
88,3
68,9
58,1
39,5
79,2
57,5
66,5
75,8
68,9
58,1
THE OnlInE DATIng MArKET In THE UK 2014–2015
4
Behind this study:
leadingdatingsites.co.uk
aBOUt the StUDY
This study “The Online Dating Market in the UK 2014–2015” is part of a yearly
up-to-date analysis on online dating in Europe, the USA and Australia.
First conducted in 2004, it has established itself as the only serious market
examination in the industry. The figures are based on market research,
Internet traffic analysis and above all, direct discussions with executives
from the leading service providers.
aBOUt leaDingDatingSiteS.CO.Uk
lEadingdatingsitEs.co.uk is a free online portal focused on providing:
» review and evaluation of online dating sites
» Advice for beginners and experienced online daters
Since 2008, more than 250,000 singles from the UK have used this portal as
their gateway to memberships in their desired online dating site. recommendations, interviews, or test report claims have been published in over 100
press, TV and radio outlets.
leadingdatingsites.co.uk
singleboersen-vergleich.ch
singleboersen-vergleich.de
singleboersen-vergleich.at
guide-sites-rencontres.fr
aBOUt MetaFlake
guida-incontri.it
Based in UK (london), germany (Cologne) and Switzerland (Wattwil) the
metaflake network has 12 fulltime employees and currently operates online
dating review websites in 14 countries.
sitios-encuentros.es
reFerenCeS
netdating-eksperter.dk
[1] Population Estimates by Marital Status and living Arrangements – England
and Wales, 2002 to 2014, Office for national Statistics 2015, ons.gov.uk
[2] The analyses of the current member database result in 1,299,225 for active
UK profiles, 1,166,503 men and 132,722 women. The number has been
adjusted for the number of fake, Metaflake September 2015
dejting-experten.se
nettdating-eksperten.no
datingsitesreviewed.com
sites-encontros.com.pt
central-encontros.com.br
datingsitesreviews.com.au
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For more information,
please contact:
Dirk Pflitsch
metaflake.org
Western gateway 21
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UnITED KIngDOM
Mobile +44 (0) 740 546 122 4
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