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Injecting Cool Into Online Dating In Britain

The United States is no stranger to internet dating and as memberships increase steadily across the dating services industry, the perception of meeting singles online has gone quickly from a last resort to a first attempt for many people, particularly the all-important segment of young daters. Though at one time the online personals industry might have seemed to only offer opportunities for those in their 40s and 50s hoping to rebound after a divorce, that stigma has been largely removed from the online dating scene.

Europe, on the other hand, has had to fight that battle more recently and French dating site Meetic has led the charge, revolutionizing European dating and giving young, hip European singles a suitable online alternative. However, it is there where the similarity to the United States model ends as Meetic's founder in a recent article claimed to be selling the site's members on the chance of a fun and exciting encounter, nothing more and nothing less. What a user makes of it is the user's own business.

And next up for the Meetic marketing machine is Britain, where the average age of the UK singles crowd is 41. Lowering that age and growing the dating service there will largely depend on the success of the website's mantra of providing all possibilities to all members, making it a fun, easy experience for those from all walks of life. Instead of injecting love into the mainstream concept of online dating, Meetic has instead injected cool.

Whether that works with Britons will remain to be seen, but clearly the web site has struck a chord with French daters. The site has an 80 percent market share in the country and it seems so simple to play less on the love note and more on the fun note of dating that someone else should have tried it first. They didn't and Meetic is left to forge a new path in Britain, banking on the fact that fun plays well there as it did in France.

Posted by eDatingCentral.com May 5, 2007 8:07 am


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