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Looking for Love in All the Possible Places (NYT)
Feb 13th, 2024 by Viviane
Last year, almost a quarter of online daters seeking serious relationships or marriage held paid subscriptions on more than one dating site — more than double the comparable rate among Internet daters in general.
Serious daters are also more likely to go from browsing to paying at a site, and to keep their subscriptions longer, according to Jupiter Research.
The largest online dating sites are increasingly catering to this lucrative subset. For example, users of Yahoo Personals Premier “for singles seeking long-term compatibility” pay $39.95 a month — $15 more than the standard rate. And for an extra $8.99 — atop the one-month fee of $29.99 — users of Match.com can subscribe to MindFindBind with Dr. Phil, which purports “to help you understand more about relationships.”
“This is a really attractive market, who will pay high prices to lots of different players at the same time,” said Nate Elliott of Jupiter. “They want to find someone, and actually don’t seem to be very price-sensitive.” (more . . .)