Mobile Dating Market Exploding, Visitors Up 92 Percent
By Anna Johnson on September 1st, 2010New data from Ground Truth reveals that mobile dating is hot, with the number of visitors to mobile dating sites rising by 92 percent from the first week in June to the last week in July 2010.
Ground Truth, which measures mobile website usage using a patent-pending, census-based methodology called True View(TM), found that the number of visitors to mobile dating sites increased by 31 percent between the first and last week of June 2010, and by a further 46 percent between the start and end of July.
Flirtomatic, a mobile-optimized dating site, is the leading mobile dating site. It attracted 65 percent of the audience for mobile dating in the week ended August 8, 2010. Popular dating sites such as match.com and eHarmony were much less popular on mobile, ranking at 7th and 17th most visited, respectively, during the same time period.
Is there a connection between the popularity of mobile dating sites and warmer weather?
According to Evan Neufeld, Ground Truth’s vice president of marketing:
“As people become more active during the summer months, their social lives – including dating – become more mobile. The idea of poring over profiles tethered to a home computer is much less appealing when the weather is pleasant and social activities tend to gravitate toward outdoor activities.”
An interesting distinction between how consumers use mobile dating sites versus regular websites is the time they spend on them. The average visitor to mobile dating sites spends a total of 12 minutes and 44 seconds per week, and 49 seconds per session, on such sites.
“What we see is short spurts of time spent per session, presenting mobile dating publishers an opportunity to engage and advertise to them in an entirely new way,” said Neufeld.
