Plenty of Fish U.S.

Dating Survey
Final Report August, 2010

Table of Contents

Page Background, Objectives, and Methodology Executive Summary Awareness & Usage of Online Dating Sites Image of Plenty of Fish vs. Competitors General Perceptions & Other Sources Used Appendix I: Respondent Profile Appendix II: Image of Plenty of Fish by Gender & Region Appendix III: Top 4 Competitors – Detailed Data Questionnaire 3 4 5 20 36 43 50 65 70

Background, Objectives & Methodology
• Background:
– Online dating websites are used by a large proportion of singles who are looking to establish serious long-term relationships. – Plenty of Fish commissioned comScore as an objective third-party research vendor to provide reliable insights into attitudes and behaviors related to the online dating category.

• Research Objectives:
– To establish the percentage of marriages and long-term relationships that were formed as a result of matches from online dating websites. – To further establish Plenty of Fish as a leader in the United States online dating landscape.

• Methodology:
– U.S. panelists were invited to participate in the survey by email.
• 1,565 surveys were completed between May 27 – June 15, 2010. • The Margin of Error for a sample of this size is +/- 2.48% at a 95% confidence interval. . • Data were weighted prior to analysis on gender, income, and region of residence to match the online population for visitation to the Personals category.

– Respondents were screened to meet the following criteria:
• Aged 25-64 • Visit online dating website for the purpose of initiating heterosexual relationships.
3

Executive Summary
• The U.S. dating website landscape is very competitive; Plenty of Fish, eHarmony, and Match are the current market leaders in the category.
– Plenty of Fish ranks 3rd, behind eHarmony and Match for unaided brand awareness. – Plenty of Fish leads all competitors with the highest proportion of active users, but eHarmony and Match have higher overall aided awareness levels. – Plenty of Fish leads competitors as a source of the highest number of dates during the past two years (on average). – Taken together, there is some evidence to suggest that Plenty of Fish has become more popular during the last six months while eHarmony and Match are “older” sites: although awareness is higher due to length of time in the market, usage may be starting to drop off.

Competitive ratings and analysis identified the relative strengths and weaknesses of Plenty of Fish, as experienced by current and recent users.
– Relative Strengths:
• • • • • • • Lots of profiles available, with no limits placed on the number of matches. Easy to use and to maintain profiles. Good place to meet people who share the same culture/religion, who are “similar to me”. High user satisfaction and likelihood to recommend the site to others. Middle of the pack in terms of perception of meeting ‘high quality’ people. Possible design/navigation issues compared with other sites. Although rated well as a place to establish long-term relationships, compares unfavourably to eHarmony in particular for perception of being a place to establish long-term vs. short-term relationships.

– Relative Weaknesses:

• •

Plenty of Fish’s ‘free’ offering appears to be a competitive advantage since overall, dating site users do not perceive much benefit in a paid site compared with a free one. Online dating is the primary source for meeting people for those who use it.
– About one-half also use bars/clubs, and smaller proportions use other sources such as work/school and set-ups through friends/family members.
4

Awareness & Usage of Online Dating Sites

Dating Survey
• Plenty of Fish ranks third for unaided awareness among users of online dating sites, with eHarmony and Match tied as the top two sites. – Two-in-ten of those who visit dating sites are able to recall Plenty of Fish on an unaided basis.

Unaided Awareness of Dating Websites – Top 15 Sites Mentioned
eHarmony Match.com Plenty of Fish Yahoopersonals.com/Yahoo Lavalife Singlesnet.com Chemistry.com Zoosk OK Cupid jdate Mate1.com facebook.com true.com Cupid/Cupid.com adultfriendfinder.com
8% 7% 5% 5% 4% 4% 3% 3% 2% 2% 15% 11% 21% 54% 53%

n=1,457
Base: Total Sample

Q2. When thinking of online dating/ personal websites, which ones come to mind?

6

Dating Survey
• More females than males are able to recall, unaided, all of the top three brands: eHarmony, Match, and Plenty of Fish. Unaided Awareness of Dating Websites – Top 15 Sites Mentioned
eHarmony Match.com Plenty of Fish Yahoopersonals.com/Yahoo Lavalife Singlesnet.com Chemistry.com Zoosk OK Cupid jdate Mate1.com facebook.com true.com Cupid/Cupid.com adultfinder.com
20% 22% 16% 13% 10% 13% 8% 8% 8% 6% 5% 5% 5% 4% 4% 4% 4% 3% 3% 3% 3% 2% 2% 3% 2% 2% 48% 49% 62%A 58%A

Male (n=808) (A)
Q2. When thinking of online dating/ personal websites, which ones come to mind?

Female (n=650) (B)

7

Base: Total Sample

Dating Survey
• The highest level of unaided awareness for Plenty of Fish is among users under 55 years of age.

Unaided Awareness of Dating Websites – by Age
59%

eHarmony

54% 50% 54% 57% 48% 52% 56% 19% 22% 24% 15% 16% 16% 18% 17% 12% 13% 12% 13%

Match.com

Plenty of Fish

Yahoopersonals.com/Yahoo

Lavalife

25-34 year old (n=437)

35-44 year old (n=413)

45-54 year old (n=425)

55-64 year old (n=182) Base: Total Sample

Q2. When thinking of online dating/ personal websites, which ones come to mind?

8

Dating Survey
• Plenty of Fish has the largest proportion of currently active users across all online dating sites. – However, overall awareness of Plenty of Fish is much lower than for for eHarmony and Match.

Dating Sites Ever Visited
Plenty of Fish eHarmony 4% Singlesnet.com Match Yahoo! Personals Zoosk Mate1 True Chemistry MSN Dating & Personals Other
Never heard of this site Have account, no longer active

Overall Awareness
12% 26% 14% 13% 13% 25% 10% 10% 9% 8% 8%

42% 22% 36% 12% 14% 21% 26% 45% 57% 48% 32% 40% 69%
Heard of site, never visited Currently active

18% 35% 23% 32% 29% 24%

14%

58% 96% 64% 88% 86% 55% 43% 52% 68% 60% 31%

18%

22% 15% 16% 15% 16% 22%

7% 5% 11% 9% 4% 4%

21% 33% 33%

19% 5% 7% 7%

5% 3% 12%

Have visited, no account

Q3. Please indicate your level of familiarity with each of the following online dating/personal sites.

n=1,565
Base: Total Sample

9

Dating Survey
• Plenty of Fish has the highest proportion of active users among those who are aware of each dating website.

Currently Active by Site Awareness
Proportion Plenty of Fish eHarmony Singlesnet.com Match Yahoo! Personals Zoosk Mate1 True Chemistry MSN Dating & Personals Other 14% 13% 10% 10% 9% 8% 5% 4% 4% 3% 12% 31%
Overall Awareness

58% 96% 64% 88% 86% 55% 43% 52% 68% 60%

24% 14% 16% 11% 10% 15% 12% 8% 6% 5% 4%

Currently Active

Q3. Please indicate your level of familiarity with each of the following online dating/personal sites.

n=1,565
Base: Total Sample

10

Dating Survey
• Gender, income, and region of residence have little influence on the degree of familiarity with Plenty of Fish.

Dating Sites Ever Visited – Plenty of Fish
Gender
Male (n=873) (A) Female (n=692) (B)
43% 43% 16% 20% 16%B 11% 11% 12% 14% 14%

Income
Under $60K (n=844) (C) $60K - $100K (n=426) (D) $100K (n=224) (E)
42% 44% 40% 18% 16% 19% 12% 15% 19% 11% 15% 10% D 17% 10% 12%

Region
Urban (n=414) (F) Suburban (n=791) (G) Rural (n=361) (H)
Never heard of this site Have account, no longer active

46% 43% 40%

16% 19% 17%

12% 14% 15%

11% 11% 13%

15% 13% 15%

Heard of site, never visited Currently active

Have visited, no account

Q3. Please indicate your level of familiarity with each of the following online dating/personal sites.

11

Base: Total Sample
A/B/C/D/E/F/G/H superscripts = Significantly greater at a 95% confidence level

Dating Survey
• Over one-half of Plenty of Fish users set up their accounts more than 12 months ago, placing Plenty of Fish fifth in a field of 11 dating sites in terms of site user account longevity.

When Account was Created

Mate1 (n=189) MSN Dating & Personals (n=127) Zoosk (n=256) Chemistry (n=202) Singlesnet.com (n=356) True (n=236) Plenty of Fish (n=403) eHarmony (n=608) Yahoo! Personals (n=491) Match (n=550) Other (n=244)
More than 12 months ago

35% 38% 20% 46% 48% 54% 52% 58% 68% 60% 49% 31%

22% 19% 20% 17% 21%

17% 19%

10% 9% 18% 15% 12% 12% 10% 12% 13% 20% 10% 9% 11% 10% 10% 8% 8%

16% 15% 11% 12% 11% 8% 7% 6%

18% 25% 20%

6% 4%

4% 5% 5% 6% 9%

21%
In the past 1-3 months

In the past 6-12 months

In the past 3-6 months

Less than 1 month ago

Q4. When did you create your account/profile on each of the following websites?

12

Base: Recent User

Dating Survey
• Plenty of Fish account longevity is highest among low income dating site users, with a high proportion of recent activity within the high income bracket.

When Account was Created: Plenty of Fish
Gender
Male (n=220) (A) Female (n=183) (B)
53% 50% 25% 25% 13% 3% 6% A 7% 10% 8%

Income
Under $60K (n=232) (C) $60K - $100K (n=103) (D) $100K + (n=31) (E)
33% 47% 61%D 31% 21% 23% 18%C 10% 6% 6% 4%6% 12%C 6% 16%

Region
Urban (n=108) (F) Suburban (n=192) (G) Rural (n=102) (H)
More than 12 months ago In the past 1-3 months

48% 52% 54%
In the past 6-12 months Less than 1 month ago

27% 25% 22%

13% 8%

4% 8% 8% 7%

12% 5% 7%

In the past 3-6 months

Q4. When did you create your account/profile on each of the following websites?

13

Base: Recent User
A/B/C/D/E/F/G/H superscripts = Significantly greater at a 95% confidence level

Dating Survey
• Plenty of Fish outranks all other dating sites in terms of the number of dates users have had in the past 2 years, while tying with MSN Dating & Personals for second place with respect to the number of people met in person. – Chemistry leads for the number of relationships of 3+ months. Number of People you have met in person
2.6 2.1 2.2 2.9 2.4 2.6 1.2 1.3 1.8 1.1 0.7 1.1 0.7

Dates you have had
Plenty of Fish (n=403) eHarmony (n=608) Match (n=550) Yahoo! Personals (n=491) Singlesnet.com (n=356) MSN Dating & Personals (n=127) Mate1 (n=189) Zoosk (n=256) Chemistry (n=256) True (n=236)

Relationships of 3+ months
0.6 1.2 0.6 0.8 0.5 0.6 1.8

4.2 3.4 3.4 2.9 2.3 2.1 1.9 1.4 1.2 1.1

Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of these sites during the past 2 years:

14

Base: Recent User

Dating Survey
• Higher income Plenty of Fish users met more people in person, had more dates, and had more relationships of 3+ months than their lower income counterparts. – Urban Plenty of Fish users also had a larger number of dates than those in other regions.

Dates you have had: Plenty of Fish Gender
Male (n=220) Female (n=183)

Number of People you have met in person: Plenty of Fish
3.2 2.0

Relationships of 3+ months: Plenty of Fish
0.5 0.7

4.5 3.9

Income
Under $60K (n=232) $60K - $100K (n=103) $100K (n=51)

3.1 3.0 12.2

2.1 2.3 4.2

0.4 0.7 1.6

Region
Urban (n=108) Suburban (n=192) Rural (n=102)

6.6 3.8 2.5

2.8 2.2 3.3

0.8 0.5 0.6

Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of these sites during the past 2 years:

15

Base: Recent User

Dating Survey
• • About one-third of Plenty of Fish users visit at least once per day In comparison, about half of the Match and eHarmony users have not been to the site at all in the past 6 months

Frequency of Visiting
Zoosk (n=256) Singlesnet.com (n=356) Plenty of Fish (n=403) Mate1 (n=189) MSN Dating & Personals (n=127) Yahoo! Personals (n=491) Chemistry (n=202) Match (n=550) eHarmony (n=608) True (n=236)
Several times a day

11% 14% 12% 7% 9% 7% 9% 7% 8% 8%

18% 22% 19% 22% 18% 14% 19% 15% 14% 13% 19%

27% 22% 24% 28% 29% 17% 18% 22% 20% 16% 9% 16% 12% 13% 11%

16% 9% 14% 12% 11% 15% 10% 13% 14% 15%

17%

11% 18% 18% 18% 22%

13% 14% 11%

27% 28% 31% 32% 43%

Once a day

A few times a week

A few times a month

Once a month or less often

Not at all in the past 6 months

Q6. Please indicate how often you have visited each of the following sites just during the past 6 months.

16

Base: Total Sample

Dating Survey
• Plenty of Fish users received fewer messages on a daily basis than most other competitive sites.

Average Number of Messages Receive on Each Site
MSN Dating & Personals (n=100) Singlesnet.com (n=293) Mate1 (n=155) Chemistry (n=146) eHarmony (n=415) True (n=134) Plenty of Fish (n=331) Match (n=377) Zoosk (n=228) Yahoo! Personals (n=356)
6 or more per day 3-5 per day
13% 13% 14% 14% 9% 20% 11% 8% 11% 9% 17% 16% 13% 12% 27% 19% 17% 16% 15% 18% 17% 9% 16% 20% 15% 17% 11% 13% 13% 16% 22% 20% 25% 18% 12% 18% 18% 15% 15% 20% 12% 16% 13% 16% 14% 13% 8% 12% 16% 23% 17% 16% 19% 8% 10% 6% 14% 11% 15% 17% 8% 6% 9% 9% 9% 10% 11% 12% 12% 14%

1-2 per day

3-5 per week

1-2 per week

Less than 4 per month

None

Q7. During the past 6 months, what is the average number of messages you receive on each of the following websites?

17

Base: Recent User
*Caution: Small base size

Image of Plenty of Fish vs. Competitors

18

Dating Survey
• Plenty of Fish outranks all other online dating sites as ‘a good place to meet people like me’.

Site Ratings: A good place to meet people like me % Agree (Codes 3-4)

76%

73%

72%

67%

67%

67%

66%

66%

65%

Plenty of Fish
n=403

eHarmony
n=422

Match
n=550

Yahoo! Personals
n=335

Singlesnet.com
n=206

True
n=98

Zoosk
n=137

Chemistry
n=98

Mate1
n=78

Q8. Please indicate how strongly you agree with the following statements about <website>.

Base: Recent User

19

**Note: Certain options not shown as base size too small (n<50)

Dating Survey
• Plenty of Fish is the top-rated site for ‘no limits on how many matches I can contact’.

Site Ratings: No Limits on how many matches I can contact % Agree (Codes 3-4) 88%

82%

81%

79% 70% 70% 69% 68% 66%

Plenty of Fish
n=403

Yahoo! Personals
n=335

Match
n=550

Singlesnet.com
n=206

True
n=98

Zoosk
n=137

Chemistry
n=98

eHarmony
n=422

Mate1
n=78

Q8. Please indicate how strongly you agree with the following statements about <website>.

Base: Recent User

20

Dating Survey
• Plenty of Fish is perceived as the top dating site where users ‘can meet people from all professions/occupations’.

Site Ratings: Can meet people from all professions/occupations % Agree (Codes 3-4) 89% 87% 86% 84% 84%

79%

79%

78%

76%

Plenty of Fish
n=403

eHarmony
n=422

Match
n=550

Singlesnet.com
n=206

Yahoo! Personals
n=335

Mate1
n=78

Zoosk
n=137

Chemistry
n=98

True
n=98

Q8. Please indicate how strongly you agree with the following statements about <website>.

Base: Recent User

21

Dating Survey
• Plenty of Fish just slightly trails eHarmony and Match in terms of its ratings as a site where users ‘can meet someone to build a long-term sustainable relationship’.

Site Ratings: Can meet someone to build a long-term sustainable relationship % Agree (Codes 3-4)

76%

73%

72%

70%

69%

68%

68%

66% 58%

eHarmony
n=422

Match
n=550

Plenty of Fish
n=403

Zoosk
n=137

Yahoo! Personals
n=335

Mate1
n=78

Singlesnet.com Chemistry
n=206 n=98

True
n=98

Q8. Please indicate how strongly you agree with the following statements about <website>.

Base: Recent User

22

Dating Survey
• More online dating sites users rate Plenty of Fish as a ‘place for short-term relationships’ versus other dating sites.

Site Ratings: A place for casual/short-term relationships % Agree (Codes 3-4) 84%

81%

79%

78%

77%

73%

68%

65%

60%

Plenty of Fish
n=403

Yahoo! Personals
n=335

Mate1
n=78

Zoosk
n=137

Match
n=550

Singlesnet.com
n=206

True
n=98

Chemsitry
n=98

eHarmony
n=422

Q8. Please indicate how strongly you agree with the following statements about <website>.

Base: Recent User

23

Dating Survey
• Plenty of Fish is the top-rated site for its ‘reasonable fees for services provided’, outperforming its closest competitor (Yahoo! Personals) by 20%.

Site Ratings: Reasonable fees for the services provided % Agree (Codes 3-4) 88% 68% 64% 64% 64%

61% 54% 53% 52%

Plenty of Fish
n=403

Yahoo! Personals
n=335

Mate1
n=78

Singlesnet.com
n=206

Zoosk
n=137

Match
n=550

Chemistry
n=98

eHarmony
n=422

True
n=98

Q8. Please indicate how strongly you agree with the following statements about <website>.

Base: Recent User

24

Dating Survey
• Plenty of Fish ties with both Singlesnet and Match as a site where accounts/profiles are easily maintained/updated.

Site Ratings: Easy to maintain/update my account/profile % Agree (Codes 3-4) 87% 86% 86% 83% 82%

80%

80%

78%

75%

Singlesnet.com
n=206

Match
n=550

Plenty of Fish
n=403

eHarmony
n=422

Yahoo! Personals
n=335

Mate1
n=78

Zoosk
n=137

Chemistry
n=98

True
n=98

Q8. Please indicate how strongly you agree with the following statements about <website>.

Base: Recent User

25

Dating Survey
• Plenty of Fish ties with eHarmony for ease of navigation, with ratings of just a few points below those of the lead sites on this attribute.

Site Ratings: Easy to navigate the site % Agree (Codes 3-4) 87% 87% 85% 83% 83%

81%

79%

77%

76%

Yahoo! Personals
n=335

Match
n=550

Singlesnet.com
n=206

eHarmony
n=422

Plenty of Fish
n=403

Zoosk
n=137

Chemsitry
n=98

Mate1
n=78

True
n=98

Q8. Please indicate how strongly you agree with the following statements about <website>.

Base: Recent User

26

Dating Survey
• eHarmony has the highest ratings as a place to meet “high quality” people versus other dating sites, with Plenty of Fish in third place.

Site Ratings: A place where I can meet “high quality” people % Agree (Codes 3-4)

78% 71% 69% 68% 66% 66% 64% 63% 62%

eHarmony
n=422

Match
n=550

Plenty of Fish
n=403

Yahoo! Personals
n=335

Mate1
n=78

Chemistry
n=98

Singlesnet.com
n=206

True
n=98

Zoosk
n=137

Q8. Please indicate how strongly you agree with the following statements about <website>.

Base: Recent User

27

Dating Survey
• eHarmony and Match are perceived at the top two sites where users can meet someone who shares their religion/culture.

Site Ratings: Can meet someone who shares my religion/culture % Agree (Codes 3-4) 87%

81%

79%

78%

77%

75%

71%

69%

66%

eHarmony
n=422

Match
n=550

Plenty of Fish Singlesnet.com
n=403 n=206

Yahoo! Personals
n=335

Mate1
n=78

Zoosk
n=137

Chemistry
n=98

True
n=98

Q8. Please indicate how strongly you agree with the following statements about <website>.

Base: Recent User

28

Dating Survey
• Plenty of Fish ranks ahead of its competitors for providing accurate matches.

Site Ratings: Provides me with accurate matches % Agree (Codes 3-4)

69%

65%

65%

60%

60%

58%

57%

52%

50%

Plenty of Fish
n=403

eHarmony
n=422

Match
n=550

Zoosk
n=137

Yahoo! Personals
n=335

Mate1
n=78

True
n=98

Singlesnet.com Chemistry
n=206 n=98

Q8. Please indicate how strongly you agree with the following statements about <website>.

Base: Recent User

29

Dating Survey
• Plenty of Fish outperforms its competitors as a site users would be proud to tell others they met someone through.

Site Ratings: I would be proud to tell people I met someone through this site % Agree (Codes 3-4)

71%

70%

68%

64%

64%

62%

61%

56%

55%

Plenty of Fish
n=403

eHarmony
n=422

Match
n=550

Yahoo! Personals
n=335

Zoosk
n=137

Mate1
n=78

Singlesnet.com
n=206

True
n=98

Chemistry
n=98

Q8. Please indicate how strongly you agree with the following statements about <website>.

Base: Recent User

30

Dating Survey
• • Users of dating sites are happiest with their experiences on Plenty of Fish versus the competitive sites. Plenty of Fish has the highest satisfaction level of all competitive sites.

Site Ratings: I am very happy with my experiences on this site % Agree (Codes 3-4)

69% 60% 59% 59% 58% 58% 52% 52% 46%

Plenty of Fish
n=403

Match
n=550

Yahoo! Personals
n=335

eHarmony
n=422

Singlesnet.com
n=206

Mate1
n=78

Zoosk
n=137

Chemistry
n=98

True
n=98

Q8. Please indicate how strongly you agree with the following statements about <website>.

Base: Recent User

31

Dating Survey
• Plenty of Fish leads the competitive set in terms of user recommendations.

Site Ratings: A site I would recommend to others % Agree (Codes 3-4)

78% 68% 67% 66% 65% 62% 58% 55% 54%

Plenty of Fish
n=403

eHarmony
n=422

Match
n=550

Yahoo! Personals
n=335

Singlesnet.com
n=206

Mate1
n=78

Zoosk
n=137

Chemistry
n=98

True
n=98

Q8. Please indicate how strongly you agree with the following statements about <website>.

Base: Recent User

32

Dating Survey
• • Plenty of Fish users like the site for a variety of reasons, including its low cost (i.e. free), ease of use, and large selection of people/profiles. Dislikes include the perception that the match results are weak, the site has poor quality people, and that there are too few contacts.

Plenty of Fish vs. Other Sites – Likes
• Free • Easy to use/navigate/browse

• Lots of profiles/people

• Reliable

• Good results

Plenty of Fish Likes

• Messenger

Plenty of Fish vs. Other Sites – Dislikes
• Inappropriate matches • Poor profile design

• Not enough contacts

• Quality of people

• Too casual

Plenty of Fish Dislikes

Q10a/b. Please list up to 3 things that you like/dislike about Plenty of Fish vs. other online site you have visited?

Base: Total Sample

33

General Perceptions & Other Sources Used

34

Dating Survey
• The majority of dating sites users agree that paying to belong to a dating site does not necessarily result in a better match, that they should not have to pay in order to contact someone on a site, and that they are just as likely to meet professionally oriented people on free sites as they are on paid sites. Slightly fewer believe that paid dating sites have no advantages over free sites.

Paid vs. Free Websites
Paying to belong to a dating site doesn't necessarily mean you'll find a better match
52% 38% 8% 2%

I believe paying money to contact someone on a dating site is unnecessary

38%

41%

17%

4%

You are just as likely to meet professionaly oriented people on free sites as you are on paids sites

36%

43%

16%

5%

Paid dating sites have no advantages over the ones that are available for free

31%

39%

24%

6%

Strongly agree

Somewhat Agree

Somewhat Disagree

Strongly Disagree n=1,565

Q9. Please indicate how strongly you agree or disagree with the following statements about paid versus free online dating sites.

35

Base: Recent User

• •

About one-half of dating site users know someone who has at least one dating site profile and has had a date with a person they met on a dating site. Fewer indicate that they know someone who met their long-term partner or spouse through a dating site.

Knowledge of Other People on Online Dating Sties

Has a profile on at least one online dating site Has been out on a date with someone they met on a dating site Has established a long-term relationship with someone they met on a dating site Has married someone they met on a dating site 21% 29%

56%

48%

None of the above

31%

n=1,565
Q11. Do you know of anyone else (friends, family, etc.) who has done any of the following? Select all that apply. (Dating Survey)

Base: Total Sample

36

Bars/clubs/social events was the top source used for meeting prospective dates outside of dating sites over the past 2 years, followed by work/school and set-ups via a friend or family member.

Other Sources Used

Bars/clubs/social events Work/school Set-ups/blind dates through a friend/family member Gym/health club Church/place of worship Other None of the above n=1,565 5% 22% 20% 23% 40% 37%

51%

Q1a. In addition to dating websites, which of the following sources have you used to meet people for the purpose of dating during the past 2 years? Select all that apply. (CHECKBOX)

37

Base: Total Sample

Bars/clubs/social events were used by more males than females as an alternative source for meeting prospective dates.

Other Sources Used – By Gender
Bars/clubs/social events Work/school Set-ups/blind dates through a friend/family member Gym/health club Church/place of worship Other None of the above
Male (n=873) (A)

54%B 48% 40% 39% 38% 34% 21% 18% 23% 23% 5% 5% 20% 25%A
Female (n=692) (B)

Q1a. In addition to dating websites, which of the following sources have you used to meet people for the purpose of dating during the past 2 years? Select all that apply. (CHECKBOX)

38

Base: Total Sample
A/B superscripts = Significantly greater at a 95% confidence level

Dating Survey
• Online dating sites were respondents’ preferred source for meeting people, followed by some distance by set-ups by friends/family and bars/clubs/social events.

Preferred Source for Meeting People (Top Mention)
Mean Ranking Score:

2.72
35%

3.32

3.43

3.34

4.10

4.09

14%

17%

13%

16% 5%

Online dating websites

Set-ups/blind dates Bars/clubs/social through events friends/family

Work/school

Church/place of worship

Gym/health club

n=1,565
Q1b. Please rank each of the following sources from “1” to “6” in order of your preference for each. The number “1” should be assigned to your favorite source proceeding down to “6” for your least favorite. (RANKING) – Dating Survey

Base: Total Sample

39

Males are more likely to prefer online dating sites for meeting people, while females prefer to be set-up by friends/family members.

Preferred Source for Meeting People by Gender
Mean Ranking Score:

2.60 2.88
39%B 29%

3.42

3.45

4.17 3.99

3.43

3.23

3.37

3.25

4.02

4.19

16%

17%

14%

18% 12%

14%

18%A 12% 6% 5%

Online dating websites

Bars/clubs/social events

Church/place of worship
Male (n=873) (A)

Work/school

Friends/family

Gym/health club

Female (n=692) (B)

Q1b. Please rank each of the following sources from “1” to “6” in order of your preference for each. The number “1” should be assigned to your favorite source proceeding down to “6” for your least favorite. (RANKING) – Dating Survey

40

Base: Total Sample
A/B superscripts = Significantly greater at a 95% confidence level

Appendix I: Respondent Profile

41

Dating Survey

Age

Gender

55 - 64 12%

25 – 34 30%

Female 44% Male 56%

45 - 54 29% 35 - 44 29%

n=1,565
Base: Total Sample

42

Household Size

Ethnic Background

One

37%

Caucasian/ white Asian 5% <1% 11% 7% 1% 2%

76%

Two

22%

Native Hawaiian or other Pacific Islander African American Hispanic/ Latino Other ethnic group

Three

18%

Four

13%

Five or more

10% Prefer not to answer

n=1,565 43
Base: Total Sample

State of Residence
West North Central Mountain Pacific New England Middle Atlantic South Atlantic East South Central West South Central East North Central 6% 11% 14% 7% 8% 16% 5% 13% 20%

Community Type

Urban/ Metropolitan Area, 26%

Rural, 23%

Suburban, 51%

n=1,565 44
Base: Total Sample

Occupation/Profession
Professional Unemployed Managerial Blue Collar Retired IT Sales Education Business Owner Student Medical Field Hospitality Government Assistant Engineer Finance Real Estate Legal Executive Marketing Lifestyle Other
21% 9% 7% 7% 6% 5% 5% 4% 3% 3% 3% 3% 3% 2% 2% 2% 2% 1% 1% 1% 1% 9%

Education

Did not complete high school Completed high school Some college/ technical school Completed college/ technical school Some university Completed university/ undergraduate degree Some graduate school Completed gradudate school/ graduate degree Completed PhD/ doctorate degree Other/Prefer not to answer

1% 11% 6% 10% 21% 26% 6% 15% 3% 1% n=1,565

45

Base: Total Sample

Household Income

Hours Per Week Spent Online
More than 13 hours 7 to 13 hours 3 to 6 hours 26% 16% 6% 0% 0% 52%

Less than $15,000 $15,000 to $24,999 $25,000 to $39,999 $40,000 to $59,999 $60,000 to $74,999 $75,000 to $99,999 $100,000 to $149,999 $150,000 or more Don't know/Prefer not to answer

8% 8% 16% 22% 10% 17% 9%

1 to 2 hours Less than 1 hour Zero

5% 5% n=1,565 46
Base: Total Sample

Dating Survey

Relationship Status

Not currently in a relationship and looking Not currently in a relationship and not looking In a short-term relationship with someone I met online In a short-term relationship with someone I met elsewhere In a long-term relationship with someone I met online In a long-term relationship with someone I met elsewhere In a permanent relationship with someone I met online In a permanent relationship

56% 6% 4% 4% 7% 8% 3% 12% n=1,565
Base: Total Sample

47

Appendix III: Top 4 Competitors – Detailed Data

Dating Survey

Dates you have had: eHarmony Gender
Male (n=327) Female (n=281)

Number of People you have met in person: eHarmony
2.2 1.9

Relationships of 3+ months: eHarmony
0.7 0.5

3.9 2.8

Income
Under $60K (n=301) $60K - $100K (n=183) $100K (n=99)

2.2 3.6 6.2

1.3 3.0 2.9

0.4 0.6 1.4

Region
Urban (n=181) Suburban (n=296) Rural (n=130)

2.7 4.4 2.1

2.0 1.9 2.4

0.6 0.5 0.9

Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of these sites during the past 2 years:

49

Base: Recent User

Dating Survey

Dates you have had: Match Gender
Male (n=298) Female (n=252)

Number of People you have met in person: Match
2.1 2.3

Relationships of 3+ months: Match
0.5 0.5

2.8 4.0

Income
Under $60K (n=279) $60K - $100K (n=164) $100K (n=86)

2.5 2.9 6.2

1.6 3.0 2.5

0.3 0.7 1.1

Region
Urban (n=166) Suburban (n=266) Rural (n=119)

2.7 4.5 1.7

2.2 2.3 1.9

0.5 0.5 0.6

Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of these sites during the past 2 years:

50

Base: Recent User

Dating Survey

Dates you have had: Yahoo! Personals Gender
Male (n=297) Female (n=194)

Number of People you have met in person: Yahoo! Personals
2.8 3.0

Relationships of 3+ months: Yahoo! Personals
0.5 0.7

3.0 2.7

Income
Under $60K (n=276) $60K - $100K (n=132) $100K (n=67)

2.0 1.5 9.6

1.9 3.5 6.2

0.4 0.5 1.7

Region
Urban (n=140) Suburban (n=235) Rural (n=116)

1.8 4.1 1.8

1.6 3.7 2.7

0.7 0.5 0.6

Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of these sites during the past 2 years:

51

Base: Recent User

Dating Survey

Dates you have had: Singlesnet.com Gender
Male (n=221) Female (n=135)

Number of People you have met in person: Singlesnet.com
2.0

Relationships of 3+ months: Singlesnet.com
0.7

1.7 3.3

3.0

1.0

Income
Under $60K (n=208) $60K - $100K (n=81) $100K (n=58)

2.0 2.4 3.4

1.9 2.7 3.0

0.7 0.7 1.3

Region
Urban (n=93) Suburban (n=177) Rural (n=87)

3.3 1.8 2.3

2.8 2.3 2.1

0.6 0.5 1.5

Q5. Please indicate how many (a) people you have met in person, (b) dates you have had, and (c) relationships of 3 months or longer you have had on each of these sites during the past 2 years:

52

Base: Recent User

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