The online dating market can be broadly divided into two segments: those who are looking for a serious relationship and those who are not.
The first segment, those who are looking for a serious relationship, can be further divided into two sub-segments: those who are currently in a relationship and those who are not.
The second segment, those who are not looking for a serious relationship, can also be divided into two sub-segments: those who are currently in a relationship and those who are not.
Within these broader segments, there are other subsegments that we will now study.
So in this article, we will perform online dating market segmentation using the following 7 variables: age, gender, income, relationship status, employment status, education level, and children.
But first, let’s start by understanding why online dating market segmentation is important.
The Importance of Segmentation of the Online Dating Market
Online Dating Market Segmentation is important because it allows online dating businesses to better understand their target market and tailor their marketing strategies and products to better meet the needs of this market.
For example, if an online dating business knows that its target market is single people aged 25-34 who are looking for a serious relationship, it can design its marketing campaigns and product offerings accordingly.
On the other hand, if another online dating business knows its target market is married people aged 35-44 who are not looking for a serious relationship, it can design its product (app or otherwise) to cater to the needs of its market.
In short, online dating market segmentation allows online dating companies to better understand their customers and design their products to better meet the needs of these customers.
Variables for Online Dating Market Segmentation
There are various ways in which to perform online dating market segmentation. In this article, we’ll perform it along the following 7 axes:
- Relationship Status
- Employment Status
- Education Level
Different people have different needs, wants and motivations for using an online dating app or site. And these needs and wants vary as people get older, go through relationships, and understand what they really want from their dating life.
The goal of segmenting using the above variables is to better understand these needs, wants, and motivations so that online dating businesses can deliver products that offer value to those who use them.
#1. Online Dating Market Segmentation Based on Age
Online dating services are most popular with people in the age group of 18-34 years. This is because this age group is most likely to be single and looking for a partner. They are also more tech-savvy making them more comfortable with online dating apps and services.
However, online dating is not just for those who are single; it is also used by people who are in a relationship but want to find a new partner, as well as by people who are divorced or widowed.
The 35-44 age group is also a significant segment of online daters. This age group is more likely to be divorced or widowed and so they are also looking for a new partner.
However, they may not be as comfortable finding a partner online and so online dating apps need to make the process convincing enough for them to want to use them.
#2. Online Dating Market Segmentation Based on Gender
Online dating is used by both men and women although the majority of users are men.
This is because online dating has traditionally been seen as a way for men to meet women.
However, with the rise of online dating apps like Tinder, which allow users to swipe left or right depending on whether they are interested in a person, online dating is becoming more popular with women as well.
Tinder is a particularly popular online dating app with women as it allows them to control who they are matched with. This is important as women often feel unsafe when meeting men online and so being able to choose who they talk to gives them a sense of safety.
Other online dating apps such as Bumble and Hinge are also becoming popular with women as they offer a similar level of control.
#3. Online Dating Market Segmentation Based on Income
When it comes to online dating, income is not necessarily an important factor. This is because there are online dating services that to cater all income levels.
However, some online dating sites are more expensive than others and so those with a higher income are more likely to use them. For example, Elite Singles is an online dating site that is aimed at professionals and so has a higher membership fee than other sites.
However, income can be an indirect factor in online dating as those with a higher income are more likely to have a better education. This is important as online dating is often seen as being the purview of the better educated.
#4. Segmentation Based on Relationship Status
The majority of online daters are single but there is also a significant number of people who are in a relationship but looking for a new partner.
Relationship status can also have an impact on which online dating site or app people use.
For example, those who are in a relationship may be more likely to use online dating sites, such as Ashley Madison, that are aimed at finding someone to have an affair with.
Also, someone’s current relationship status can affect what kind of relationship they are looking for. For instance, someone recently divorced may be looking for a casual relationship while someone who is already in a relationship may be looking for a casual affair.
#5. Segmentation Based on Employment Status
Another factor that can affect online dating market segmentation is employment status.
This is because those who are employed full-time may not have as much time to dedicate to online dating as those who are unemployed or work part-time.
Therefore, online dating sites and apps that require less time commitment such as Tinder may be more popular with the employed segment.
Employment status could also have an impact on attracting a certain type of partner. For instance, someone who is highly educated and has a good job may be looking for a partner who is also well educated and has stable employment.
Likewise, someone looking for a long-term, stable relationship with the intent of raising a family may be more likely to look for a partner who is employed full-time.
#6. Segmentation Based on Education
Like employment status, education can also be a factor in online dating market segmentation.
This is because those who are better educated may be more likely to use online dating sites that are aimed at their demographic such as Elite Singles.
Education could also affect what kind of partner someone is looking for. For example, someone with a higher education degree may be more likely to want a partner who is also well educated.
#7. Segmentation Based on Children
Finally, another important factor in online dating market segmentation is whether someone has children or not.
This is because those with children and a full-time job may have less time to dedicate to online dating and so may be more likely to use apps that require less time commitment. They may also be looking for a partner who also has children as they can relate to each other’s situation.
On the other hand, those without children may be looking for a partner who also doesn’t have children as they may want to avoid any complications.
As you can see, the online dating market can be segmented using many variables and can be analyzed from different angles.
In this article, we performed online dating market segmentation following these 7 factors: age, gender, income, relationship status, employment status, education level, and children.
Online dating businesses often use market segmentation to better understand their customers and figure out how to appeal to them.
With online dating market segmentation, they can better understand which of their products are likely to sell well and can target their audiences more effectively.