Online Dating Site Revealed! Which site did we meet on?In Marketing Madrid, June Abstract In an era where technology and the Internet have taken over our daily lives, the online dating industry with the online dating websites and applications has become a connecting road for the millions of single individuals trying to find an answer to their psychological and physical needs. This academic essay reviews the key findings of the scientific world in link with this subject, through a literature review. This purely consumer behavior part shows that not everything claimed by the company is completely true in terms of psychology and anthropology knowledge. A short market analysis highlights the market opportunities, which are apparently in emerging market ready to accept this form of services and finally, the third main part explore the opinions and habits of the consumers through the analysis of data collected thanks to an online survey.
Even though websites use different techniques to offer the best service to their customers, they do not have a full control about how things are going to happen when offline meeting will take place. Some things are just not measurable or foreseeable like intimate compatibility, the quality of the conversation and if the relationship will work on the long run. To spot where the dating websites start to lose control over what happens between the two users, the 9 steps of online dating previously identified by Finkel and al.
Fig2 have been reestablished and developed:.
The Purdue University Online Writing Lab serves writers from around the world and An exploratory essay is, in essence, a retrospective of your writing and Introduction of source (title, author, type of media, publisher, publication date, etc. ). Free Essay: Online Dating Some people today feel they cannot meet someone in their everyday lives so they turn to the internet to find a prospective partner. online dating essaysEmail is an easier way to meet people because there is less stress placed on an encounter. A person can say what they want, how they.
As a clarification, on step 2, factor 4, we talk about choice of brand, and this is an important detail online dating websites should put the emphasis on. On this market, the brand will reflect the consumer as each brand often have a clear positioning that will stick to the user as well. The following chapter assesses the importance of branding. The best outcome for the user is not often the best outcome for the company because a customer that is in a relationship is a customer that will not use the website anymore.
Companies have a challenge here, especially the ones that are not free: what should they propose to the users that have found a mate? Several options seem to be possible answers to this question: - Proposing to freeze the signed-up plan; that is to say proposing the option to erase temporarily the account to the user and paying or not a fee to reactivate it if the relationship is not successful.
This will enable the company to increase its retention rate.
Do not forget that a happy customer can transform into your best advocate. Online dating represents a source of wealth both directly by constituting a strong growing market and indirectly by affecting the populations well-being as seen in our problem statement paragraph.
Many factors influence the use of online dating platforms: political reasons such as the penalization of adultery or homosexuality, social reasons like religion and family structure as much as the economic stage of the country can be decisive on the success or failure of such activities.
On the first chapter, we have been reviewing the consumer side of online dating; now we are going to review the different offers of the market to understand the composition of the service proposition and understand this service industry.
The Market of Love in a nutshell In the U. A report by one of the biggest digital data reporting company Global Web Index claimed in that there were 91 million users of online dating apps and websites worldwide. Multi attributes perception map and main categories With more than 5, websites and apps worldwide, the market is really diversified and competition is harsh, to say the least.
The figure below displays a multi-attribute perception map in order to give an idea of how diversified the offer is in this industry. As we can see, the set of choice is wide, as there are categories and subcategories. Here are some examples:. Niche markets Based on lifestyle: Veggiedate.
Based on hobbies: Hikerspassions. Paid websites: Elitesingles. Case studies 1.
Exploratory essay on online dating
In our opinion, the factors of success of this company are the following: - Diverse positioning and complete portfolio The fact that the company owns so many brands is the choice of a very clear mass marketing strategy.
The group wants to place it pieces in many different or very similar markets in order to capture volumes to transform it, later, into values user conversion into paying customer.
That is why Match Group Inc. For example, the fact that the niche online dating websites are grouped under the same brand. A smart use of brand extensions enables faster customer awareness and willingness to try, lower perceived risk and is a quality indicator. Here, we could easily chose the very famous dating app Tinder, the mobile-only platform with a fun Swipe-right for yes, swipe-left for no profile browsing has appealed the younger segments 16 to 30 years old.
The format was so widespread and trendy, that hundreds of other app copied it for other purposes. We can now find apartment By being the parent brand of the indecently popular mobile dating app Tinder used by about 50 million persons word wide Smith,Match Group Inc. Tinder impressive strategy led the acquisition of 1 million paying users according the Time Magazine.
Ashley Madison, the most controversial Ashley Madison, a Canadian online dating website marketed for married persons wishing to find someone to have an affair with is one of the most controversial and popular websites out there. The website owes its very wide popularity and its 32 million users worldwide to a marketing strategy based on provocation and the use of guerilla marketing.
The brand advertises on what people would need the most in a situation of adultery: discretion and secrecy; and this is exactly why, inthe 60 gigabytes of information hacked from the data had the effect of a bomb on the online dating market.
This caused a major outrage, and put on the table the question of confidentiality and data protection on these kinds of platforms.
Moreover, the one child policy created a big gender gap; as of today, there are boys born for girls. To top it all, young Chinese are often put under pressure to get married before turning However, the app already shows a risky behavior by not encrypting its users data, which could lead to data leak, exactly what happened to Ashley Madison.
On a side note, other emerging markets are also increasing their use of online dating websites, as the segment of young workers with busy lives increases with economic growth and especially in India, where social media are taking over the internet. Mathur, A, To finish, we think there is something particularly interesting in the countries like Mexico, Brazil, South Africa or Indonesia: Jana, an American mobile internet company, conducted a poll where 1, people aged 18 to 30 years old had to choose the websites Marketing implications In a very saturated industry, it seems like the key of success lies in the innovative and interactive formats in developed countries.
Tinder for example has been able to leverage a good insight on how the life of the generation Y population was like instead of going blind folded in an already overloaded market. We can see that converting free users into paying customers is a challenge that many companies have a hard time overcoming, but is vital. According to the observations we can make, it appears that users are more willing to switch to a paying version of their favorite websites or app when the price is seen like a real upgrade not the price to avoid imposed restrictions.
In other words, for optimal results in establishing a freemium strategy; the free version of the website has to be already very complete and usable without obvious limits, and the paid version has to display optional yet attractive options that are not mandatory. As an example, Tinder Plus gives access to useful features unlimited likes among other thingsand applies a third degree price discrimination people above 30 have to pay more.
This enables the brand to catch profits and keep their target strategy clear by screening people under The countries to target in terms of volume of users and internet traffic are emerging markets with a growing need and space for new culturally adapted concepts. We highlighted the fact that China was an interesting market insofar as the existing models could be improved with regard to data security and online protection for users.
Finally, an underlying need is showing up in developing countries such as Indonesia, South Africa, Philippines, Brazil, Nigeria, Vietnam etc.
The fact that many users might be using mainstream social media like Facebook or Twitter shows that the existing More research is needed in order to have a successful entry strategy in those countries. We could advice to start-ups for example to perform a factor analysis and cluster analysis in order to identify the differences of needs and preferences among those populations.
Indeed, entering the market at the right time, that is; when the population is ready is also the key to success. However, the survey made by Jana emphasizes the most important factor: human safety. Many respondents, when asked what were their thoughts on online dating replied, that is an attractive concept but it could be very dangerous. Rapid economic growth in former undeveloped countries can overshadow human life conditions.
Glocalization: contraction of the words Globalization and Localization referring to the adaptation of a globally produced good or service. For this research, a quantitative online survey we performed across several countries. The questionnaire used for data collection was composed of 4 sections: - Section 1: The Evolution of Online Dating Presentation of the survey and first general questions about online dating for all the respondents - Section 2: Your experience in the Online Dating environment This section was accessible for the respondents who have used or are currently using an online dating platform only.
We used different types of questions, 7 points Likert scales, rankings for ordinal data and multiple choices for nominal data and all of them were mandatory. Hypothesis, analysis and results 1. Descriptive data analysis Demographics As said before, the mean age of the female group is lower than men in this sample, which means our female respondents, were on average younger than their male counterparts but we had more answers from them. The mean age increases as the income increases.
People in a relationship as well as the singles and the ones involved in an open relationship are younger in average than the both married and divorced respondents. General descriptive and exploratory research a. Age and technology use The first question of the questionnaire was How comfortable do you think you are with technology using a Likert scale. The mean age for the point 3 on the Likert scale is 32 years old while the one for the point 7 highest of comfortability scale is 26,82 years old.
In order to know how reactive the respondents were to innovation and their attitude towards it, we asked them to select among 5 statements, what was their general reaction when it comes to trying new things. As a result of these observations, we decided to make a cross tabulation of this question with Have you ever used an online dating platform?
This number lowers as the statement chosen imply waiting more time before starting to use something new. In order to verify these statements, we conducted an independent sample T-test with the score of the Likert scale previously mentioned and the question Have you ever used an online dating. The result that came out showed that the mean score of comfortability with technology was higher for the people who have already used an online dating platform 6,09 than the one of those who never used one 5, We could think people would use it because they are bored and become it has become like a game.
In that case, the success of Tinder and swiping methods in general would come from the gamification and low involvement of the service. Everything that looks like a game automatically becomes a little less serious and more fun, that could explain as well as the growing popularity for the smartphone formatsuch popularity. Now let us take a closer look to those who have used it. From the 78 respondents that have already used online dating, only 28 are currently using it.7 Simple Ways to Spot Scammers Online - Dating Advice for Women by Mat Boggs
If we cross the results with the marital status, we can see that there is an obvious and redundant relationship that we can apply to a larger population Cramers V value of 0.
We can link this to the readapted 9 steps of online dating we shown on the literature review, showing explicitly the limitations of this service: if the customer finds a mate, its not the best outcome for the company; however there are some options cited that could help close the loop and increase the retention rate.
As a precision, the platforms that use connections through Facebook or Google might be the victim or a more volatile use because of the set up easiness and low cost of switching in terms of time. We performed an independent T-test in order to discover if there were any differences between the numbers of online dating platform and the two sexes.
The hypothesis was that men according to the fact they are heavier user than women are cf. We also discovered that the person that would use it for one night stand are in general younger than person who would not. With a significance level of 0, our respondents who answer they would use it for one sexual encounter only where in average aged 25,78 years old, while the others people who wouldnt were aged 28,23 years old. We can claim this finding can apply to a larger population.
Since Tinder is so popular, we thought it could be interesting to compare the mean ages of the people who use it and those who do not.
Stuck on your essay? Browse essays about Online Dating and find inspiration. Learn by example and become a better writer with Kibin's suite of essay help. How exactly to Create an Exploratory Essay with Taste Reports punctuality is of utmost value to those that write essays online so don't wait. The current exploratory study aimed to investigate why individuals use these Tinder users in the current sample were younger than online dating agency . In this paper, we focus on the individual characteristics (sometimes.
The null hypothesis was that Tinder users were generally younger than the ones that use other platforms. This reflects Tinders ability to keep their targeting strategy clear as stated before, they practice a 3rd degree price strategy in order to keep the older users from using it, by making them pay morewhich is probably well appreciated by the users. This also works when applied to Meetic.
Meetics implicit positioning is that it is targeting an older segment. Therefore, we tested this statement to see if the positioning was accurate and adapted. It appeared that the results were significant sig. Once again, the users mean age is a proof of successful positioning. This number would probably be lower in case of lack of trust in the websites. Use of online dating and opinions After reading that some people still stigmatize online dating users, we thought it could be interesting to see what would happen in we asked today, in Companies of this industry are well advised to make the use of their services look normal because the feeling of shame, or fear to be judged by others probably impacts the market, as there must be some people out there stopping themselves from using them because of others opinions.
Here is the repartition of the answers to What is your honest opinion on online dating? While there is still a minority having a negative attitude toward the use of online dating, the majority is open, with positive opinions.
Something interesting came out, when asked why they would use one of those services and why do you think other people mainly use it for? Maybe this could be attributed to the reputation of online dating: our sample seem to think it is all about sex. Brands offering services for people to find long time partner struggle to get rid of this sexual-oriented stereotype, by communicating heavily on mass media such as TVs and radio, companies like Meetic contribute to the normalization of the concept.
The wide spread of online dating is also influencing acceptation; as more and more people have recourse to it, it becomes more acceptable and normal. In link with the same subject, we discovered that the mean age of people who strongly feel like peoples judgement would stop them from using online dating is higher 28,80 years old than people who do not think this will stop them 23,29 years old in our sample. The same thing happens when people were asked to rate on a scale of 1 strongly disagree to 7 strongly agree if shame would stop them.
Surprisingly, men rated all four factors higher than women did. As indicated before in our case studies, data security is key, and even though it was not the main reason would chose not to use online dating in our survey, it still scores high enough to be taken into consideration.
In an industry referred as relationshopping, we observed that picture quantity seems to be the most important feature for our respondents, and then comes self-description, followed by interests and in the last position, picture quantity. We could advise the different company to make picture standard a priority.
This gives credibility to both brand and users, leads to trust and reliability, which could reduce the feeling of deception by lowering the number of people fooling other users with irrelevant or low quality pictures. Limitations of the research The method used to gather data has an impact on the result.
The study does not take into account the part of the population that does not use internet much, because of the fact that it was an online survey. For further research, we would advise to have a paper format of this questionnaire. As we tried to study opinions and habits, we gathered a majority of nominal data. To have a deeper insight on this subject, we would recommend the use of scales and ordinal data in order to go in depth and come up with meaningful inferential statistics.
The sample group was relatively small. In order to have highly accurate results, future researchers will have to gather larger samples. The sampling methods were self-selected, so not all the groups are represented. In the future, we could complete this survey with qualitative research to have a better comprehension of the opinions and gather data about experiences for example.
Throughout this exploratory masters thesis, we first went over the existing litterature knowlegde and tried to understand these academical research paper in such ways we could extract some recommendations or observations linked with marketing. We then reviewed the online dating market, by exploring special subjects under the form of case studies in order to gain some business knowlegde about what is going on in terms of economic opportunities, and finally, we tried to have some current insight from the consumer side and drawing paralleles with previsouly observed facts.
Master's Thesis - Online Dating, An Exploratory Academic Paper
This paper is the representation of how wide can marketing be. The first part was focused on consumers behaviour and the data overviewed and sources mainly come from experiments performed the last twenty to thirsty years in the domains of psychology, anthropology and biology. The second part was purely an analysis of the market, that is to say, more economy-oriented, with references to financial and business reports, so we tried to have a company insight compared to the fist chapter.
Another popular thing the internet is used for is online dating. Online dating allows you to carefully choose who you would like to interact with.
This Clinical research paper is brought to you for free and open access by the As many as 1 in 10 Americans utilize an online dating service. .. research is preliminary and largely exploratory, the research questions were answered using . Master's Thesis - Online Dating, An Exploratory Academic Paper - Free download as PDF File .pdf), Text File .txt) or read online for free. In an era where. However, the online dating experience can also have certain negative aspects, such as a lack of personal contact and the risk of being deceived. This paper will .
You are provided with all sorts of filters that you can use to determine what traits and qualities others possess before pursuing them. You are able to search for characteristics.
Internet dating is an option that works extremely well for busy singles. Simply crerating a online p4rofile on a dating site gives busy singles the ability to screen hundreds of potential matches that could very well be "The One. Online dating requires skill, caution and doing things just the right way.
There are a number of tips. Online Dating Essay Words 4 Pages. I thought I would never talk to someone online nor consider being in a relationship statistics predict more thanmarriages take place through the internet, caution is needed all websites are not safe you must do your research before choosing a …show more content…. Show More. Why Are Online Dating Websites? Read More.
Research Paper Online Dating
Online Dating Vs. What Are Online Dating? Instead of writing to convince an audience of the validity of a thesis, you will be writing to find out about a problem and perhaps to form some preliminary conclusions about how it might be solved. But there is another aspect the exploratory genre that is equally important. An exploratory essay is, in essence, a retrospective of your writing and thinking process as you work through a problem.
It describes when, how, and why you completed certain types of research. This kind of writing is about how you work through problems that require writing and research.