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Summary and extracts

1 Market Summary

1.1 Definition and presentation

A dating site is an online site designed to allow people to meet new individuals, generally with the goal of establishing a personal connection or a romantic or other relationship.

There are now a variety of variants of "online dating websites", in close dependence on the customs and traditions of the area in which they are developed. In fact, the operation and purpose of dating sites varies greatly geographically (e.g. USA vs China).

The mechanism of dating sites generally however seems to remain constant, relying on the need to register and create a profile, where you add personal and private information, which will often act as a conduit for the initiation of a meeting. Most services offer digital messaging, while others provide additional services such as webcasts, online chat, telephone chat (VOIP) and message boards.

The use of online dating or meeting services has grown exponentially in recent years worldwide, affecting the Italian territory as well. The demographic and social changes that are impacting the nation (e.g. aging population, increasing number of singles) are responsible for part of the change in the habits of Italians and consequently are reflected in the increased demand for dating sites

1.2 A Growing Global Market

The online dating market size was valued at $*.** billion in **** and is expected to reach $**.** billion by ****, growing at a CAGR of *.**% from **** to ****.

Marché mondial des rencontres en ligne Monde, ****-****, in milliards de dollars Source: ****

The global market is being driven by the increase in the number of singles ...

1.3 The Italian market

In Italy, the market is already strongly developed and it is expected to continue to grow in the coming years.

According to a survey carried out by Ogury (***), Lovoo and Tinder. Moreover, Italians seem to be among the most active "daters" in Europe: in fact, there are about *.* million singles who ...

1.4 The Covid Effect 19

Quarantine periods have strongly pushed the use of dating sites by Italians and decreased the social stigma around these apps.

The growth is all in the numbers. According to data collected by Business of Apps, dating apps grossed about $* billion in ****. Between January and September ****, market leader Match Group (***) over *** million. ...

2 Demand Analysis

2.1 The number of singles and internet use are driving the development of online dating services

The two main factors in the development of online dating services are the number of singles and the use of the Internet by the population.

The number of single people (***) has been constant in recent years and the number of people who fall into this category represents about **% of the Italian ...

2.2 The consumer profile of online dating services

The use of dating sites in Italy is increasingly widespread. **% of Italians have used a dating site at least once in their lives[***]. Of this percentage, a gap emerges in the use of men and women.

Men have always been much more frequent users of dating sites and this is demonstrated ...

2.3 The risks and disappointments of dating sites

Online dating platforms pose a risk to those who use them, and dating is not always a happy ending.

A risk of addiction

The first risk of these platforms is user addiction. In Italy the situation is very different from other countries, only *% of those who use Tinder between the ages ...

2.4 University Poles and Use of Dating Sites

According to Tinder's **** report, the cities with the highest number of interactions in Italy are Milan, Turin and Acilia-Castel Fusano. An interesting fact is the presence of Acilia, a town near Rome, which despite a small number of inhabitants, has a high number of interactions. This can be explained by its ...

3 Market Structure

3.1 A market dominated by a small number of players

Despite a large number of apps and communities (***), which mainly owns sites specializing in long-term relationships, such as eDarling, AttractiveWorld or EliteSingles.

Such profitability can also be seen in the App Stores where among the most downloaded social apps worldwide are precisely dating apps.

In ****, among the apps in the Apple ...

3.2 The business model of dating sites and apps

Apps often develop around the same business model that combines multiple revenue sources:

A freemium business model:

Free version: apps offer a free version of the app to attract customers. Features are limited with, for example, a limited number of swipes per day. Premium version: A premium version is then available ...

3.3 New Players

Digital giants

The arrival of digital giants in the market is expected to shake up the forces at play. In particular, Facebook has launched its dating service "Facebook Dating" in the United States and in ** countries in America and Asia. This poses a strong threat to existing players, especially since Facebook ...

4 Analysis of the offer

4.1 Different offers for different profiles

Online dating apps and sites are numerous and have precise segmentations that allow them to appeal to a particular type of consumer.Among the websites stand out:Historical sites for finding love:

These sites are mostly used by people who are older and looking for serious relationships.

Meetic: most popular dating ...

4.2 Price Analysis

A study of the prices proposed by the different platforms shows different business models with specific prices for each model. On the one hand, some platforms propose to buy "credits", a kind of virtual currency that allows you to perform actions in the platform. On the other hand, others offer paid ...

4.3 Supply trends

Dating apps frequently update their offerings, offering and adding new services. This is due to the low barriers to entry and the increase of players in the market.

These in order to differentiate themselves launch different services such as different ways of matching or decide to target a precise market segment.The ...

5 Rules and Regulations

5.1 Regulation

There are several regulations to which dating sites are subjected. If they are located in a country of the European Union, the site must specify a series of information about the company and the services offered. They must in fact specify, within their site, general information about the company such as ...

6 Positioning of actors

6.1 Segmentation

  • Meetic
  • Badoo
  • Tinder (Match Group)
  • Lovoo
  • Happn
  • Bumble
  • Match Group Hinge
  • Match group OkCupid

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Latest news

Justin McLeod launches Hinge dating app in France | Hinge launched in France by Justin McLeod - 04/04/2023
  • By 2022, one in four French people will have met their partner online.
  • - Hinge is firmly established in the United States, Canada, Great Britain and Australia, and is aiming for massive deployment in Europe.
  • - Hinge is present in the Nordic countries, Germany and now France, and plans to launch in Spain and Italy.
  • - The dating market is estimated at 7.5 billion euros worldwide.
  • - Hinge employs 237 people and is aiming for sales of 400 million euros by 2023.
  • - 20% of Internet users abandon their registration on Hinge because they find the process lengthy.
  • - Hinge has raised ten million euros from investment companies such as Founders Fund and CAA Ventures.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Tinder (Match Group)
Match Group Hinge
Match group OkCupid

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