Mobile and Interactive Media Solutions

The UK dating marketplace

The UK is changing. Between 1994 and 2004 the number of singles rose by 25% while the number of divorced people rose by 31%. Marriages declined by 5% in the same period.

It means that there are an awful lot of people out there looking to date: perhaps 21.4 million, about half of all adults.

About 6 million of them use dating sites at present. So there are plenty more to attract to online dating.

But they will only come if dating sites feel safe and respectable. And that is something powerful media brands can help with.

The online dating opportunity

Media brands need to embrace this opportunity. Classified revenues are falling. Display advertising is suffering a down-turn. And revenues from personals such as dating are declining by 25%, year on year.

In contrast the online dating market is growing: at over 20% a year. The web has opened up a new market for dating. It's now the no.1 place to find a partner.

While the UK online population is growing by 4% annually, visits to online personal sites are growing by 26%. Some 20% of adult internet users visit online dating sites, looking at an average of 213 pages a month.

That's a big opportunity.

The role of media owners

Media owners have a crucial role to play in attracting more people to online dating.

Many people worry about the idea of dating services, and online dating especially. After all about 15 million single adults don't use dating sites! Media owners can dispel those worries. Their endorsement will add credibility to a dating site: if it is run by a well known media owner it must be safe, mustn't it!

With access to skilled designers, researchers and journalists they are in a position to explain and build trust.

More importantly perhaps, they have massive audiences that they can tell about online dating and persuade them to buy.

Multiple revenue streams

Dating revenues can be significant earners for media owners.But there are advertising revenues to consider as well. Our dating pages can account for 13% of UK page views for our media owners.

We expect our visitors to spend 15 minutes on them looking at 16 pages and to return frequently. That's a lot of British eyes looking at advertising.

All in all, online dating is too much of a good thing for media owners to miss. And it's only going to get better!

The online dating market is growing at over 20% a year. The web is now the no.1 place to find a partner.

Visits to online personal sites are growing by 26% year on year. Some 20% of adult internet users visit online dating sites, looking at an average of 213 pages a month.