Leadtail Social Media Insights Report Digital Marketers Q22013
Online Dating Insights for Digital Marketers
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Online dating Insights for digital marketers
Transcript of Online Dating Insights for Digital Marketers
Online datingInsights for digital marketers
SOURCE: Pew Research Center’s Internet & American Life Project Spring Tracking Survey, April–May 2013.
1 in 10 Americanadults—and 38% of those “single and looking”—have used online dating sites or mobile dating apps.
The price of love
SOURCE: ibisWorld as cited in The Wall Street Journal, June 10, 2015
Online dating woos nearly half of the $2.4 billion spent on dating services
U.S. dating service revenue Singles events7%
Matchmakers14%
Mobile dating apps26%
Other4%
Online dating49%
The eternal matchmaker 23%
of online daters met a spouse or long-term relationship through an online dating site.
29%of Americans—and 41% of college students—know someone who met their spouse or long-term partner through online dating.SOURCE:
Pew Research Center’s Internet & American Life Project Spring Tracking Survey, April–May 2013.
Why people court online dating
SOURCE: Pew Research Center’s Internet & American Life Project Spring Tracking Survey, April – May 2013.
To meet people who just want to have fun without being in a serious relationship
Their schedule that makes it hard to meet in-teresting people in other ways
To find someone for a long-term relationship or marriage
To meet people who share their beliefs or values.
To meet people who share similar interests or hobbies
25%
33%
46%
52%
60%
Major reasons people use online dating services:
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From dominant desktop, to mobile sweetheart
SOURCE: 1 Tinder Sparks Renewed Interest in Online Dating Category, ClickZ, August 25, 2014 2 comScore Media Metrix Multi-Platform, U.S., July 2013-2014
60% of online dating site visitors use their smartphone to access a site. Mobile access is growing, while desktop is declining.1
How visitors access a dating site2
Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-1430%
35%
40%
45%
50%
55%
60%
65%
70%65%
40%35%
60%
Desktop Mobile
Top online dating websites
SOURCE: 1 Statista 20152 comScore Media Metrix Multi-Platform, U.S., July 2013–2014
Most popular U.S. mobile dating sites1. Match.com 2. Plenty of Fish3. Tinder4. Zoosk.com5. Skout.com
The other fish in the sea are no match for Match.com.
Most popular dating websites in the United States, June 2015
BlackPeopleMeetDate Hookup
OurTimeChristianMingle
BadooeHarmony
OkCupidZoosk
PlentyofFishMatch.com
1.2M3.0M3.5M
5.5M6.0M
7.1M10.2M
11.5M23.0M
35.0M
Unique monthly visitors (in millions)
Online dating?There’s an app for that.
6%of smartphone users have used a dating app on their phone—or 3% of American adults.
10%of those ages 25–34 use dating apps on their phone.
TIP:Consider using app extensions to help you promote and track installs of your app, using a clear call-to-action link within your ads to increase downloads.SOURCE:
Pew Research Center’s Internet & American Life Project Spring Tracking Survey, April–May 2013.
Who’s dating
SOURCE: Pew Research Center’s Internet & American Life Project Spring Tracking Survey, April–May 2013.
TIPConsider age and demographic bidding to target particular segments. For example, you can bid more for a 25 year old male, a lever not available for search marketers in AdWords.
5.6 million adults use online dating sites.
*% of American adults in each age group who have used online dating sites or apps.
65+55-6445-5435-4425-3418-24
3%6%
8%17%
22%10%
Online daters by age
52%48%
Online daters by gender
MenWomen
Bing Adsaudience
Be the first among friends to own/buy /use the latest in relationships/dating
Find the perfect matchCompared to Google, the Bing Ads audience is more likely to:
Source: comScore Plan Metrix, US, January 2015, custom measure created using comScore indices and duplication. January data was used to reflect the month prior to Valentine’s Day.
Bing AdsSearch trends
Online dating through the seasons
SOURCE: Microsoft internal data, March 2014–January 2015.
Top 30 searches represent 44% of the total Online Dating search volume. Of the top 30 searches, brand terms represent the majority of searches at 46%.
PC/Tablet
Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-150.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
Searches CTR
Mobile captures 1 in 3 online dating searches
SOURCE: Microsoft internal data, March 2014–January 2015.
Optimize your mobile campaigns with bid modifiers to capture more mobile searchers.
24%
76%
Clicks
Mobile PC/Tablet
36%
64%
Searches
Mobile PC/Tablet
Online dating cost-per-click and click-through rate
SOURCE: Microsoft internal data, March 2014–January 2015.
Top 30 searches represent 44% of the total Online Dating search volume. Of the top 30 searches, brand terms represent the majority of searches at 46%.
PC/Tablet
0%
1%
2%
3%
4%
$0.36
$0.38
$0.40
$0.42
$0.44
$0.46
$0.48
$0.50
CTRCPC
Online dating, hour by hour
SOURCE: Microsoft internal data, March 2014–January 2015.
PC/Tablet searches increase in the afternoon and evening and peak 6PM–3AM. Mobile searches are greatest from midnight–4AM.Click-through rate is greatest 11PM–2AM.
12AM 1A
M2A
M3A
M4A
M5A
M6A
M7A
M8A
M9A
M10
AM11
AM 12PA 1P
M2P
M3P
M4P
M5P
M6P
M7P
M8P
M9P
M10
PM11
PM -
2,0 00 ,00 0
4,0 00 ,00 0
6,0 00 ,00 0
8,0 00 ,00 0
10 ,00 0,0 00
12 ,00 0,0 00
14 ,00 0,0 00
16 ,00 0,0 00
18 ,00 0,0 00
20 ,00 0,0 00
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
PC/Tablet Searches Mobile Searches PC/Tablet CTR Mobile CTR
PM
Top 30 searches for online dating
SOURCE: Microsoft internal data, March 2014–January 2015.
The top 30 searches represent 44% of the total online dating search volume. Of those top 30 searches, brand terms represent the majority of searches at 46%.
46%54%
Top 30 search volume
Brands Other
44%56%
Online dating search volume
Top 30 Other
All devices
Why Bing Ads
Access searchers not reached on Google
Automotive
Business & Finance
Education
Telecom
Travel
Retail51M
24M12M25M
16M21M
SOURCE: Audience data represents Bing Web and Yahoo U.S. Web Search from comScore qSearch (custom), U.S., March 2015. Industry categories based on comScore classifications.
Already advertising on Google AdWords?It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few clicks.Learn how to import your campaigns.
Connect with a Search Specialist who can help you get started today. Call 1-800-518-5689 or check out Getting started.
@bingads
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facebook.com/bingads
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youtube.com/bingads
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