The Online Dating Market In Australia 2015

THE
Online Dating Market
in Australia
2014-2015
Current trends and developments in the online dating industry:
users – service providers – revenues – technologies
The Online Dating Market in Australia 2014–2015
2
Online Dating in Australia: Dating ‘On Tap’
The acceleration of our communication processes – 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 our
Analysis of the Online Dating Market in Australia 2014–2015, right under
the microscope.
1. Singles on the Internet
Of the 23.6 million people living in Australia, about 3.5 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 Australia, about 3.2 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: RSVP, Match, Zoosk
»»Matchmaking
Matching of couples based on a psychological matching process, higher
price segment
Top-3: EliteSingles, eHarmony, PerfectMatch
»»Social Dating
Predominately “flirt” services for mobile devices targeting the younger
demographic, lower price segment (freemium model)
Top-3: Badoo, POF, Tinder
»»Adult Dating
Dating websites for erotic contact (hook-ups, infidelity, swinger, fetish)
Top-3: C-Date, RedHotPie, AdultMatchmaker
»»Niche Dating
Specialised for target audiences like Ethnic Dating, seniors, single parents,
plus-sized, alternative lifestyles …
There are about 750 about of these websites in Australia, however, most are small
online personals sites. In any case, only about 15 service providers have over 100,000
active monthly members. Unlike many other countries, Australia is not dominated by US
dating portals because with RSVP, RedHotPie and AdultMatchmaker in contrast maintain
strong local player.
33,1
THE OnlInE DATIng MArkET In AUSTrAlIA 2014–2015
9,7
3,5 70,2
7,1
7,2
7,0
7,3
6,9
6,9
7,1
7,0
6,9
7,3
6,9
2003 2004 2005 2006 2007 2008 2009 2010 2011
Revenue per capita in AUD
33,1
202,8
188,9
revenue per capita in auD
20,6
13,8
7,2
6,2
4,6
3,5
3. Online Dating user: an upWarD CurVe
6,2 33,1
13,8
9,7
45,3
3
4,6
54,4
45,3
20,6 2005 2006 2007 2008 2009 2010 2011
2003 2004
61,0
54,4
13,8
79,7
20,6
7,1
179,5
7,3
The Internet dating boom in Australia started in the year 2000. At
that time, there were around 100,000 profiles of singles on 2003
the net.
2004 2005 2006 2007 2008 2009 2010 2011
Currently, there are around 2.2 million singles online every month
6.2
looking for a partner, considerably more than in 2010 (1.8 million).
5.5
5.1
A fresh influx of users is actually generated mainly by the new
generation of social dating services like tindER and Badoo. They
2003 2004 2005 2006 2007 2008 2009 2010 2011
succeeded in opening up completely new target groups such as
the 18+ Dater or singles with immigrant backgrounds. Along with
2.3
this, they managed to interest singles in taking a look at the flirt up
2003 2004 2005 2006 2007 2008 2009 2010 2011
without specifically looking for a partner, rather just ‘to try it out’.
9,7
3,5
4,6
7,2
6,2
7,0
6,9
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
3,60
82,6
0.6
3,50
2,8
44,8
In addition, there are a further 1 million monthly users in the “Adult
USA
AUS
UK
Dating” category as well as about 175,000 users of gay2003
dating
2004 2005 2006 2007 2008 2009 2010 2011
services.
2,50
2,10
21,5
3,60
3,50
2,00
Rest EU
2,8
2,50
ZA
1,90
© datingsitesreviews.com.au
2,10
2,00
1,90
0,85
0,80
4. reVenue DeVelOpMent: seCOnD HigHest per Capita spenDing WOrlDWiDe
3,60
3,50
0,45
0,85
3,50
0,80
In 2014 the total turnover of the Australian online dating industry was approximately 112CH UK SE DE NL AT FR ES IT PT
Market Shares (users)
million AUD. With regards to the annual per capita expenditure of singles online dating
2011 (6.2 AUD).
activities, Australia follows with 5.5 AUD closely behind the leader USA
Market
CH UK Shares
SE DE NL(users)
AT FR ES IT PT
Market shares (users)
Deutsche
Ausländische
2011
5
%
looking at the market segments, the lion‘s share falls here with
Portale
Portale
20 %
around 34% on the adult dating branch, followed by the traditional
5
%
80
%
20 %
FRDeutsche
ES IT PT
Ausländische
personal ad portals (29%) and the online dating sites (24%). These UK SE DE NL AT 31.3
%
FR Portale
ES IT PT
Portale
three sections succeeds best to monetise their members. CH UK SE UK DESE NLDE AT
20%%
NL AT FR ES IT PT
28.6
SE DE NL AT FR 31.3
ES 80IT%%PT
20 %
Deutsche
Ausländische
80 %
Conversely, it is with social dating providers: they have the edgePortale
28.6%
SE DE NL AT 20
FR %
ES IT Portale
PT
in terms of user numbers, but it is them has not yet been able
toDeutsche
Deutsche
Ausländische
%
20 %
Ausländische
Ausländische
generate correspondingly strong sales over its members. Portale Portale
Portale
80 %
%Portale
PT
Portale
20
%14.7
20
%
20
%
%
20%% 20.4%
80 %
20
20 %
Ausländische
80 % 14.7
%
Portale
Other factors influencing the Australian online dating revenues PT
20 %
20.4%Mitglieder Umsatz 2011
20 %
usländische
were in 2014–2015:
2,8
2,8
2,50
2,50
2,10
2,10
2,00
2,00
0,45
1,90 1,90
3,50
2,8
2,8
2,50
2,50
2,10
2,10
2,00
2,00
1,90
1,90
0,85
0,85
2,8
2,50
2,10
2,00
0,80
0,80
0,45
1,90
0,85
0,85
0,80
0,80
0,45
0,45
0,45
0,85
0,80
0,45
0,45
0,45
»
80 %
80 %
80
%
Portale
20 %
usländische
Classical Personals marketplaces recorded shift to the
Portale
favourable social dating players.
20 %
> 50 Mio. ~300 Mio. Euro
MarketMatch.com
SharesMitglieder
(revenues)
Umsatz 2011
Market shares (revenues)
Mitglieder Umsatz 2011
Badoo
> 130 Mio. ~100 Mio. Euro
Market
Shares> (revenues)
Match.com
50 Mio. ~300 Mio. Euro
80 %
» The dating service providers have, both technically andMatch.com
>Mitglieder
50 Mio. ~300
Mio.2011
Euro 3.5%
Umsatz
Mitglieder Umsatz 2011
Meetic
> 40 Mio. 178 Mio. Euro
with respect to sales psychology, made learning
Badoo
>8.7
130%Mio. ~100 Mio. Euro
Badoo
>>130
Mio. ~100
Mio.
Euro
Match.com
50
Mio.
~300
Mio.
Euro
3.5
%
progress through their use of mobile applications. InMatch.com Mitglieder
>Mitglieder
50 Mio. ~300
Mio.2011
Euro
Umsatz
2011
Umsatz
Parship
> 10 Mio. ~40 Mio. Euro
this way they have been successful in first generating Meetic
>>40
Mio.
Euro
%
Badoo
130Mio.
Mio. 178
~100
Mio.
Euro >8.7
Meetic
40 Mio.
178 Mio. Euro
Badoo
>>50
130
Mio. ~100
Mio.
Euro
Match.com
50
Mio.
~300
Mio.
Euro
34.2
%
Match.com
>
Mio.
~300
Mio.
Euro
a large turnover regarding “Smartphone Singles”, Umsatz 2011
Parship
>>10
Mio. Euro
Euro
40Mio.
Mio. ~40
178 Mio.
although the “Dater” is often less prepared to pay forMeetic
a Meetic >>40
Mio.
Euro
Parship
Badoo
130Mio.
Mio. 178
~100
Mio.
Euro
34.2
% Euro > 10 Mio. ~40 Mio. Euro
~300
Mio.2011
Euro > 130
Badoo
Mio.
~100
Mio.
Umsatz
29.3%
mobile service as opposed to PC and notebook ones. Parship
> 10 Mio. ~40 Mio. Euro
5. inDustrY trenDs 2014/2015
Parship
Meetic Euro
~100
~300Mio.
Mio. Euro
Meetic
Parship
178
Mio.
Euro
~100
Mio.
Euro
>>10
40Mio.
Mio.
~40
Mio. Euro
Euro
178 Mio.
> 40 Mio.
178 Mio. Euro
> 10 Mio.
~40 Mio. Euro
10,2
8,5
36,6
29.3%
10,2
24.3%
~40 Mio. Euro
24.3%
10,8
44,5
7,3
5,6
31,5
16,6
10,8
10,2
8,5
36,6
10,2
44,5
31,5
22,8
62,0
10,8
10,2
72,6
44,5
88,3
Parship
> 10 Mio.
~40
Mio.
Euro
The Australian dating market is gaining diversity as well
asEuro
178 Mio.
complexity. In addition to traditional services of the industry
~40 Mio. Euro
© datingsitesreviews.com.au
being offered, a wide range of related services including dating
Social
Dating
Dating
events, singles’ events and even dating coaching is growing. TheSocial
strongest
players
© datingsitesreviews.com.au
Personals
Online Personals
2005
2006 2007 brought
2008 2009 2003
2010 2011
2004Online
2005 2006
2007 2008 2009 2010 2011
in the market show themselves to alive and innovative. EhaRMony, 2004
forMatchmaking
example,
Matchmaking
Social Dating
Adult Dating
three new products onto the market: among them the BaddatERREScuE
app,
allowing
Adult
Dating
Online Personals
2004Niche
2005 Dating
2006 2007 2008 2009 2010 2011
2005Matchmaking
2006 2007 2008 2009 2010 2011
Niche Dating
people to escape from bad dates.
2003 2004 2005 2006 2007 2008 2009 2010 2011
7,3
5,6
1,8
7
12,8
2,6
23,2
1,8
9,6
7
10,2
26,1
12,8
44,5
2,6
44,3
23,2
9,6
10,2
26,1
88,3
44,5
44,3
2,6
1,8
7
9,688,3
26,1
2,6
10,4
9,6
39,5
26,1
7,3
5,6
16,6
57,5
10,4
5,6
2,6
44,3
10,4
9,6
39,5
47,7
39,5
26,1
7,3
5,6
44,3
57,5
10,4
16,6
57,5
66,5
47,7
39,5
7,3
57,5
5,6
10,4
66,5
16,6
22,8
16,6
47,7
8,5
7,3
22,8
16,6
66,5
47,7
53,1
8,5
22,8
79,2
66,5
53,1
10,2
8,5
31,5
22,8
79,2
62,0
53,1
10,2
75,8
62,0
8,5
22,8
53,1
36,6
31,5
75,8
62,0
10,8
72,6
36,6
31,5
79,2
53,1
79,2
62,0
10,8
10,2
75,8
75,8
72,6
68,9
10,2
1,1
5,7
31,5
6,3
10,8
10,2
72,6
36,6
44,5
10,2
1,1
72,6
68,9
88,3
44,5
5,7
6,3
1,8
8,5
10,8768,9
88,3
12,8
36,658,1
10,2
88,3
44,5
1,8
7
12,8
88,3
58,1
2,6
23,2
9,6
10,2
26,1
58,1
44,5
44,3
1,1
5,7
6,3
9,6
39,5
7,3
5,6
44,3
10,4
16,6
57,5
8,5 68,9
62,0
72,658,1
22,8
66,5
31,5
79,2
62,0
53,1
36,6
75,8
72,6
68,9
88,3
58,1
39,5
79,2
57,5
66,5
75,8
68,9
58,1
88,3
47,7
Adult
Dating
39,5
Niche Dating 79,2
57,5
47,7
47,7
8,5
53,1
10,2
23,2
75,8
2005 2006 2007
2011
66,5 2008 2009 2010 68,9
44,3
10,4
26,1
ElitePartner,
eDarling, Parship,
FriendScout24:
ElitePartner,
54,2 %eDarling, Parship,54,2 %
FriendScout24:
54,2 %
54,2 %
The currently much-discussed aShlEyMadiSon hack, which affected more than 1,200,000
Australians [2], has – insofar as we see it – had no particular impact on the “adult dating”
segment of the market. The confidence of the users in terms of success rate and data
2003 2004 2005 2006 2007 2008 2009 201045,8
2011 %
security seems to have gone unaffected as well.
12,8
2,6
58,1
23,2
8,5
45,8 %
ElitePartner,
THE OnlInE DATIng MArkET In AUSTrAlIA 2014–2015
4
Behind this study:
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aBOut tHe stuDY
This study “The Online Dating Market in Australia 2014–2015” is part of a yearly up-to-date analysis on online dating in Australia, the USA and Europe.
This series of studies has established itself as one of the most serious
market examinations 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.
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[1] Australian Institute of Health and Welfare (aihw.gov.au), 2015
[2] The analyses of the current member database result in 1,216,985 for active
Australian profiles, 1,035,603 men and 181,382 women. The number has
been adjusted for the number of fake, Metaflake September 2015
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