June 6, 2007

Why Marketers Should Court Online Daters

by Charlene Li

with Cynthia N. Pflaum, Josh Bernoff, Katheryn A. Feffer

Executive Summary (This is a document excerpt)

Online singles who have viewed, posted, or replied to an online personal in the past 12 months represent an attractive audience to marketers. While only 22% of online singles fit this category overall, technology optimism and action define this group. More than half of online daters have paid for a subscription to a dating site, and 65% are active in recommending products to others. Because online daters are active online and trying to make improvements, we believe they are an attractive target for marketers in financial services, job search, and health clubs.

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