Online Dating Sites Look To Capture Boom
The overall trend of many Internet sites has been to capture readers, visitors or paying customers that are in demographics that have been thus far underserved by the Internet revolution. For most sites, that demographic includes those over 50 that have caught on to the Internet's many functions in increasing numbers over the past few years. Match.com recognized that fact and tailored a marketing campaign to capture new, older daters.
As this recent article suggests, online dating has quickly become a difficult market to operate in and attracting a new demographic of users can go along way towards establishing a market leader. So goes Match.com, now the most subscribed-to online dating site, after rolling out a simpler interface and an image touting the site's ability to cater to serious, senior singles looking for real connections.
Baby boomers have been a go-to market for a variety of industries as the generation has moved through the age cycle and online dating is only one part of the Internet trend that has seen increasing attention to the older boomer generation. The spending ability of senior singles and the amount of free time many have now that retirement years are approaching translates into a great opportunity for online singles sites and kudos go to Match.com for targeting divorcees and other older daters with recent efforts.
By adding a user interface that catered more to those perhaps not as Internet-savvy as their younger counterparts and enlisting mainstream celebrity help such as Dr. Phil, Match.com has made a full commitment to exploring this older market, hoping to outpace sites that have been trying to sway the younger dating segment away from the social networking websites like Myspace.com.
The move is likely to pay off over the short term as older daters see Match.com as a go-to resource, but online time will tell whether the likely prospect of other sites catching on to the trend will turn the older generation into just another fragmented generation of daters split up among the many vying for their attention.
Posted by eDatingCentral.com Feb 5, 2007 6:33 am
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