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Online dating Insights for digital marketers

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Online dating Insights for digital marketers


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1 in 10 American adults—and 38% of those “single and looking”—have used online dating sites or mobile dating apps. SOURCE: Pew Research Center’s Internet & American Life Project Spring Tracking Survey, April–May 2013.


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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


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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.


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Why people court online dating SOURCE: Pew Research Center’s Internet & American Life Project Spring Tracking Survey, April – May 2013.


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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


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Top online dating websites SOURCE: 1 Statista 2015 2 comScore Media Metrix Multi-Platform, U.S., July 2013–2014 Most popular U.S. mobile dating sites Match.com Plenty of Fish Tinder Zoosk.com Skout.com The other fish in the sea are no match for Match.com. Most popular dating websites in the United States, June 2015 Unique monthly visitors (in millions)


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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.


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Who’s dating SOURCE: Pew Research Center’s Internet & American Life Project Spring Tracking Survey, April–May 2013. TIP Consider 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.


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Bing Ads audience


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Be the first among friends to own/buy /use the latest in relationships/dating Find the perfect match Compared 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.


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Bing Ads Search trends


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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


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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.


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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


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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. PM


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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%. All devices


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Why Bing Ads


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Access searchers not reached on Google 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.


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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.


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© 2015 Microsoft Corporation. All rights reserved.


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