By Krishna Rao
The agency’s first quarterly ‘Online Dating Sector Report – Issue 1’ profiled consumer online dating search behaviour, revealing the most popular search terms consumers used on Google UK and how these varied by desktops and mobile devices. The research also analysed which websites, advertisers and brands were most visible to those searches.
According to Greenlight, whilst the majority of online dating-related searches were made via desktops, a whopping 36% were made using mobile devices.
Greenlight’s report shows free dating websites were a popular draw, making up 15% of searches via laptops and 26% on mobile devices, with the term ‘free dating sites’ proving most popular across both.
Queries for senior-related online dating were the most dominant in terms of age-related queries. ‘Mature dating’ was queried 22,200 times accounting for the majority – 49% of searches made on desktops and 50% (4,400) on mobile devices.
Location-wise, London was the most popular spot on laptop-made searches with the term ‘speed dating london’ queried 4,400 times. ‘London dating’ followed then ‘dating london’. However, on mobile searches, it was somewhat different. Whilst ‘speed dating london’ prevailed, ‘NZ dating’ was the second most queried term, followed by ‘speed dating manchester’.
Queries pertaining to culture and preferences made up 15% (101,230) of overall online dating-related searches and the keyword ‘polish dating’ came out tops on both laptop and mobile searches, accounting for 25% and 16%, respectively. It was followed by ‘asian dating’, then ‘christian dating’. ‘Dating for parents’, ‘disabled dating’ and ‘single parent dating’ also featured prominently.
The most visible sites overall for online dating-related searches in the organic listings* were telegraph.co.uk, eharmony.co.uk then freedating.co.uk, attaining a 46%, 40% and 37% share of visibility on desktops, respectively, and 56%, 55% and 47% on mobile devices.
In the paid listings**, top10bestdatingsites.co.uk was the most visible advertiser on desktops achieving a 46% share of visibility. It was followed by match.com with 44%, and zoosk.com with 39%. It was different on mobile devices with zoosk.com commanding a 70% share of visibility. match.com followed with 51% then top10bestdatingsites.co.uk in third with 50%.
Guardian.co.uk was the most visible website in Greenlight’s social media analysis.
Greenlight’s ‘Online Dating Sector Report – Issue 1’ profiles consumer search behaviour in this sector. It assesses which brands, websites and advertisers are the most visible in natural, paid media results, and social media and hence have the greatest share of consideration when searchers go to Google UK make online dating-related searches. Splits include generic queries, location, age and culture and preferences. Comparisons for searches made via Computers (laptops/desktops) and Mobile Devices (tablets & smartphones) are given for each.
*Natural /organic Search – Listings in search engine results pages that appear because of their relevance to the search terms
**Paid Media – an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.
About the author
Krishna Rao is PR for Greenlight, a leading independent digital marketing agency. With over 100 blue-chip clients including Santander, Sky and ghd, Greenlight is a leader in the digital marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future.
Greenlight is considered the premier thought leader in the sector publishing widely read industry reports, original research and speaking at trade events. Founded in 2001, Greenlight is headquartered in London, with offices in New York.