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Online Dating & Valentine Searches

Seasonal Marketing To The Lovelorn

The 15 most popular Valentine’s Day-related search terms today (after filtering out the sex-related terms) are:

  1. – 19th overall
  2. – 21st
  3. – 26th
  4. – 29th
  5. – 32nd
  6. – 36th
  7. – 47th
  8. – 53rd
  9. – 69th
  10. – 73rd
  11. – 94th
  12. – 103rd
  13. – 187th
  14. – 217th
  15. – 263rd

Over at , they provide their and a summary of their . They note that Valentine-related searches have doubled over the past week and that well over half of those searches are performed by those under 24 years of age. Thirty to fifty-four year-olds only account for 30% of their Valentine search traffic.

Online Dating

If you’re looking to target desperately seeking singles, there are some things you should know.

According to February 2005 data from , revenue growth for online dating sites, while robust in 2002 (73%) and 2003 (77%), has shrunk siginificantly in 2004 (19%) and 2005 (9%). Fees for such sites range from $10 to $50 per month.

According to a January 2006 report from , the top five online dating sites measured by unique at-home, at-work and university visitors for December 2005 were:

  1. , 24,041 visitors
  2. sites, 3,604 visitors
  3. Spark Networks, 2,832 visitors
  4. , 1,956 visitors
  5. , 1,782

Online dating sites such as those mentioned above could be threatened by the rising popularity of free social networking sites. While not specifically online dating sites, places like and offer online dating as one of their social networking features. January 2006 data from Media Metrix ranks the most popular social networking sites measured by unique at-home, at-work and university visitors for December 2005:

  1. , 32,309 visitors
  2. , 12,414 visitors
  3. , 8,716 visitors
  4. , 3,073 visitors
  5. , 2,422 visitors

Valentine’s Day Online Consumer Behavior

released today shows that "total online spending in the Flowers & Gifts, Health & Beauty and Jewelry & Watches categories rose 22 percent year-to-date, through February 9, 2006
versus the corresponding period in 2005." The Health & Beauty and Jewelry & Watches categories individually each rose 24% compared to the same period last year. Online sales in the Flowers and the Greetings & Gifts categories each rose 17% versus last year.

Online spending in the Personals & Dating category rose 29% in 2005, totalling $351.9 million last year. The comScore study also found that 39% of visitors to Personals and Dating sites had visited more than one such site during the month and that 10% of new Personals site registrants, signed up for more than one site during the month. Among active registrants, 30% were registered users of more than one Personals site; 37% of active registrants were going to their Personals sites while at work.

In January, 2005, " more than 29 million Americans visited sites in the Flowers, Gifts &
Greetings category." According to comScore, the top sites in this category last year were:

  1. , 8.6 million visitors in January 2005
  2. , 6.6 million visitors
  3. , 1.9 million visitors
  4. , 1.7 million visitors
  5. sites, 1.5 million visitors
  6. , 1.4 million visitors
  7. , 1.3 million visitors
  8. , 1.2 million visitors
  9. , 1.1 million visitors
  10. , 970,000 visitors

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About David Erickson

David Erickson is principal of e-Strategy Media, a digital marketing consultancy based in Minnesota. David has extensive experience in digital marketing and is often used as an expert source by media and asked to speak on the topic before organizations and to sit on panel discussions.

1 Comment

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