With every other aspect of life going digital, it’s not surprising to hear that more U.S. consumers are open to online dating. YouGov research presented by Anne Gammon suggests that nearly ½ of consumers give their seal of approval to the concept of online dating. However, men and women who have actually used these sites have specific preferences and their opinions which can help industry operators promote the benefits that are most likely to sell more subscriptions.

According to YouGov, U.S. adults hold the following opinions about online dating:

  • Have not used an online or mobile dating site or app and don’t know anyone who has 58%
  • Have not personally used these sites but know someone who has 21%
  • Have used an online or mobile dating site or app  in the past 15%
  • Am currently using an online or mobile dating site or app 6%

Researchers have discovered that middle-aged consumers are most likely to meet a potential date through these services. Of all those who have used the sites, 76% of 35-54 year olds have ventured out to meet a date in person. Only 47% of 18-34 year olds have done so.

By marital status, online dating site users who have gone on dates are currently:

  • Single 55%
  • Married 62%
  • Divorced 74%

Consumers with household income exceeding $80,000 are particularly supportive of online dating with 52% saying these services make it easier to meet someone instead of trying to connect with strangers in a bar or another public space.

The online dating world gives many consumers pause though. Over 4 in 10 survey respondents say they’ve encountered individuals who were ‘misrepresenting themselves’. At least 42% of women have met individuals who ‘made them feel uncomfortable.’ Dating sites could improve their appeal by promoting their rigid application and vetting process.

Of the 7.5% of U.S. adults who say they use an online dating service, 58% are men according to Ad-ology Research. In the next year, 33% of these consumers will be purchasing cologne or perfume and 34% will get their teeth whitened – expenditures designed to improve attractiveness as they seek a significant other. Marketers may be able to reach these consumers through ads on social networks. 40% of online dating site members have taken action as a result of these ads in the past 30 days.

AudienceSCAN data is available as part of a subscription to Ad-ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.