Online Dating Perceptions

Transcription

2 TABLE OF CONTENTS Introduction...3 Online Dating Report...4 Vizu Answers Appendix Our Network...9 Our Partner: OkCupid...12 OBJECTIVE To assess public opinion regarding the uses and perceptions of online dating services. METHODOLOGY The survey was conducted via the VizuAnswers online research network. Respondents participated on April 18-22, Each question was presented on more than 40 English language websites. EXECUTIVE SUMMARY Nearly half of of respondents admit to having tried online dating sites in some way, with 20% actually using the sites, and 29% admitting to at least peeking at profiles. More than two-thirds of online daters like being matched through compatibility questionnaires. Of those using dating sites, 72% prefer free services over subscription-based services. While 72% of general respondents think there is still a social stigma applied to online dating, 64% would shed that stigma if they found their significant other online, and would tell the truth about how they met. Copyright 2007, Vizu Corporation page 2

3 INTRODUCTION Vizu has partnered with the online dating service OkCupid to survey the current state of the online dating industry, and determine how perceptions may be changing as the industry grows. We set out to determine just how much online dating is permeating our social lives. Of course we start with the simple question of how many people are dating online. But more than that, how many people are on the fringe, perhaps peeking at profiles, mingling with friends who are playing the online dating game. Going deeper, we wanted to know what online daters look for, both in their matches, and in the service itself. Does service and presentation make a difference? Does cost make a difference? Conversely, what are the deal breakers? What turns people off? What installs the hair-trigger on the mouse button, and makes someone reject a potential soulmate without hesitation? These are our answers. Copyright 2007, Vizu Corporation page 3

4 ONLINE DATING RESEARCH More than half of respondents claim to have never used an dating site, implying a limited reach of the online dating industry. That audience, however, is just barely a majority. Another 49% have participated in at least a small way, including a very curious 29% who admit to browsing the prospects among dating profiles. To what degree have you used an online dating site? 10.6% I ve paid for a membership. 9.9% I ve tried a free trial. 28.5% I ve browsed profiles. 51.1% I ve never used an online dating web site. Select 1 Respondents: 284 Then consider the 54% of respondents who know at least one other person who participates in online dating. Collectively, the audience reached by the online dating industry is substantial. Do you know anyone who has used an online dating web site? 54.1% Yes. 40.8% No. 5.1% Unsure. Select 1 Respondents: 292 Copyright 2007, Vizu Corporation page 4

5 HOW & HOW LONG DO DATERS LOOK FOR A MATCH? Daters are committed to the act of dating, and willing to put time into their search. True, of the time periods listed, instant gratification wins, with nearly 40% bowing out within one month. Yet it should be noted that many subscription-based dating sites offer one-month free trials. Disregarding those one-month users, the remaining daters are in it for the long haul, with more than 60% staying on for a few months or longer. During their search, online daters prefer to optimize their effort. More than twothirds of respondents agree that compatibility-based matchmaking services are the way to go. How long would you use an online dating site before giving up on it if you hadn t found a relationship? 37.7% One month or less. 22.8% 2-3 months. 17.2% 4-6 months. 22.2% More than 6 months. Select 1 Respondents: 301 Would you prefer that a dating site recommends people who might be compatible with you? 68.0% Yes. 19.3% No. 12.8% Unsure. Select 1 Respondents: 415 Copyright 2007, Vizu Corporation page 5

6 COST IS AN ISSUE Cost is clearly a sticking point with online daters. Those preferring free dating sites outnumber those who prefer subscription-based sites five to one. Which type of dating sites do you prefer? 33.9% Free sites. 6.7% Subscription/Pay sites. 6.3% No preference. 53.1% I do not use online dating sites. Select 1 Respondents: 239 Meanwhile, the majority consider social networking sites, which are also free, to be comparable to specifically dating-focused sites in their relationship-making capabilities. Do social networking sites (MySpace, Facebook) serve the same purpose as dating sites (Match, eharmony)? 56.0% Yes. 31.6% No. 12.4% Unsure. Select 1 Respondents: 468 Copyright 2007, Vizu Corporation page 6

7 Perception, or Reality? Some might say that we met online doesn t have the same ring to it as the story of how our grandparents met. Indeed, with 72% of respondents confirming this perception of a stigma placed on Internet matchmaking, clearly there is still some discomfort with the technology-based path to romance. Do you think there is a social stigma associated with online dating? 71.8% Yes. 28.2% No. Select 1 Respondents: 486 However, the tides turn once that match is made. Once couples make the love connection, 64% feel no such stigma when telling their friends exactly how they came together. If you met your significant other online, what do/would you tell people about how you met? 64.1% The truth...we met online. 35.9% We tell another story. Select 1 Respondents: 223 Copyright 2007, Vizu Corporation page 7

8 The Usual Suspects Make for Online Dating Dealbreakers Who is the online dater looking for? For starters, he or she is looking, literally, with eyes scouring photos. Online daters, 58% of them, want first to see their potential date. They want pictures more than all other descriptive criteria combined. So if they know what they like when they see it, what don t they like? We presented the same question twice, offering both physical and lifestyle characteristics as responses. To the lifestyle answers, having children and/or smoking were the top turnoffs. Political position, religous affiliation, education level and a propensity for alcohol were in a virtual dead heat in terms of soliciting rejection. Money can t buy me love? Indeed. Income was the least concern. As for physical characteristics, almost half of all respondents would reject a potential online date based on the person s weight. Another third wouldn not accept someone outside of their target age range. Everything else is comparatively irrelevant. On dating web sites, what single element of a person s profile is most important to you? Which online dating profile criteria would most likely make you reject someone? Which online dating profile criteria would most likely make you reject someone? 58.3% Pictures 22.5% Smoking % Age. 6.6% Personal stats (ht, wt, age, etc.) 10.3% Drinking. 5.3% Height. 8.3% Personal beliefs (politics, religion) 10.6% Religion. 45.3% Weight. 6.2% Interests & hobbies 10.3% Politics. 3.3% Hair. 10.7% Self-written personal description 9.4% Education. 4.5% Eye color. 10.0% Other/Not Listed. 5.0% Income. 8.6% Skin color. Select 1 Respondents: % Children. Select 1 Respondents: 245 Select 1 Respondents: 556 Copyright 2007, Vizu Corporation page 8

9 RESEARCH NETWORK OVERVIEW UNTIL NOW, MOST RESEARCH HAS BEEN LIMITED BY A LACK OF TIME, MONEY, OR KNOW HOW QUESTIONS???????? TARGETED POLLS CLIENTS corporations consultants researchers individuals small businesses Answers PUBLISHERS web sites networks blogs portals retailers ANSWERS VOTES Welcome to Vizu Answers. The Internet s First Research Network. Vizu Answers allows you to conduct custom market research quickly, easily, and at an affordable price. If you want an answer, the key is asking the right people. Our diverse network of publishers makes that possible by providing you access to their unique audiences. VIZU ANSWERS Custom data delivered in as little as 24 hours Targeted respondent audiences Do-it-yourself convenience and ease 24/7 availability Costs $100 s, not $1000 s THE POWER OF KNOWLEDGE Conduct preliminary fact finding Test concepts for inclusion in bigger research projects Differentiate sales pitches Test nagging questions and hunches Answer questions left out of research budgets Vizu s simplicity and effectiveness is unmatched. The speed at which you can create a survey, distribute it to the web and gain real consumer feedback has made Vizu a vital tool for our marketing team. Geoff Hamm,VP Western Region, Orbitz Worldwide Copyright 2007, Vizu Corporation page 9

10 VIZU ANSWERS WORKS FOR MANY TYPES OF QUESTIONS Consumer Insights Concept Research Public Opinion Product Research Investment Insights Graphic Design Menu Design And MORE FIND OUT HOW YOU CAN GET STARTED TODAY Contact: Brett Powell, EVP Business Development x15 Vizu Corporation 463 Pacific Avenue San Francisco, CA Phone: Vizu Answers is an innovative way to promptly obtain consumer insights. - Betty Chen, Institutional Research, Cowen & Company We were very pleased with the data from the 10 polls that we conducted with Vizu Answers. - Steve Douty, Founder/CEO Snapjot.com Copyright 2007, Vizu Corporation page 10

11 READER FRIENDLY WEB SITE MONETIZATION Vizu Answers is an innovative way for Publishers to generate additional revenue for their Web site(s) Instead of serving banners or text links from advertising networks. Vizu Answers pays you to host interactive Web polls. The polls only appear in locations that you specify and are from individuals and organizations that pay you to ask questions of your users. ENHANCE YOUR SITE Voting does not take visitors away from your site Polls fi t the look and feel of your site Polls are interactive and encourage use participation Polls provide content targeted to your audience GETTING STARTED IS EASY AND FREE 1. Register at VizuAnswers.com and create an account 2. Design your Poll template(s) and set your pricing 3. Paste the Vizu Answers Poll Zone code into your site(s) Copyright 2007, Vizu Corporation page 11

12 OUR PARTNER: OkCupid ( OkCupid ( is the fastest growing free, online dating site in the United States with more than two million monthly unique users and 500,000 active daters. Launched in 2004, OkCupid members take entertaining personality quizzes and answer compatibility questions to create their own customized matching algorithm. Unlike any other personals site, OkCupid s proprietary matching system uses these answers and advanced mathematical algorithms to recommend compatible users. To date, more than 150 million compatibility questions have been answered by OkCupid users and more than 100,000 new member accounts are created every month. For additional information or to join OkCupid, please visit Copyright 2007, Vizu Corporation page 12