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While individual dating sites had different strategies for creating their user base as well as maintaining it, certain properties would match each other in relation to the sites in their quadrant.
Reputation was found to be extremely important and word of mouth, both positive and negative, helped each of the cases studied grow.
Methods of analysis include an industry analysis of the general online dating industry, further investigation of 35 of the major dating sites as well as five in-depth case studies.
The cases studied were Match, Plentyof Fish, Ashley Madison, Tinder and the Dating Ring.
Finally, their choice of revenue model was for most part heavily in favor of freemium with the exception of the few sites who chose a full subscription model by manipulating the network intensity and appealing to a wealthy segment.
In the last part of the paper we make recommendations for startups that increase the chance of success: (1) Keep an eye out for market vulnerabilities and take advantage of them, (2) consider designing the concept to decrease the network intensity so the size of the user base is less problematic, (3) by focusing on a niche, a startup can create a submarket and deliver higher value to that specific target group, (4) innovate on the core concept of dating to differentiate from existing sites and gain high word of mouth engagement, (5) screen or verify new members and prevent spamming, (6) focus on nurturing trust and credibility by following the eight drivers of trust and (7) attract customers by offering free initial access and introduce freemium inspired revenue models after reaching critical mass.
Browsing through profile after profile “can result in the objectification of potential partners,” the study says.
Parents and village elders used to play matchmaker.
A new analysis of 400 academic studies explores whether online dating represents a dramatic shift in the way people seek mates (it does) and whether it is ultimately a good thing for daters (eh . Some sites claim to have developed scientific algorithms that can help people find soul mates, an assertion the study’s five authors say is not possible and could be damaging. Finkel, an associate professor of social psychology at Northwestern University and the study’s lead author.
The nearly 200-page report, published Monday in the journal Psychological Science in the Public Interest, found that the main advantage that dating Web sites offer singles is access to a huge pool of potential partners.
The biggest differentiator in their strategy was the time in which they launched.
The paper discovered several similarities of successful startups.