- The World's Leading Online Personals Site

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Case Details:

Case Code : MKTG111
Case Length : 17 Pages
Period : 2000-2005
Pub Date : 2005
Teaching Note :Not Available
Organization :
Industry : Online Personals
Countries : US

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"The use of personals sites is becoming more mainstream. As the stigma of meeting someone online diminishes across all demographics, personals sites are expanding their reach because the Internet provides a solid community base for them to thrive."1

- Carolyn Clark, Senior Internet Analyst, Nielsen NetRatings2 in February 2005.

" is taking love to the four corners of the earth. We have members in 246 countries and territories worldwide, across six continents using more than 30 unique sites in 18 different languages."3

- Tim Sullivan, President, in March 2004.


In March 2005, (Match) was declared the world's leading online dating site in terms of registered members by comScore Media Metrix4 (comScore). Match also received the Hitwise5 Top Ten Award in April 2005. This award was given to Match, based on the number of unique visitors to its sites between April 2004 and March 2005.

Match was launched on April 21, 1995. The company pioneered the concept of online dating. It redefined the way people met and developed relationships. It had registered more marriages than any other personals site6 (Refer Exhibit I for top 10 online dating sites/personals in the US). In 2005, Match had more than 15 million registered members.

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According to Match, more than 200,000 members found their partners on its sites each year. It operated more than 30 online dating sites in 18 local languages spanning more than 32 countries across the world. Singles posted their profiles on the Match sites.

They could also attach their photographs and provide information about their choice regarding a prospective date's age, location, lifestyle and religion among other criteria (Refer Exhibit II for details on how Match operated).

On providing this information, the Match search listed down profiles of people that best fit their requirements. Registered members could upload their profile to the Match site free of cost.

However, members needed to pay for contacting a profile (Refer Exhibit III for subscription rates of Match). Match provided online dating services on Microsoft Network (MSN) across Europe, Asia, the US, Australia and Latin America. - The World's Leading Online Personals Site - Next Page>>

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1] Robyn Greenspan, "Surfing for Love,", February 14, 2003.

2] Nielsen//NetRatings is a global leader in internet media and market research.

3] Eunice Park, " Gets lots of Love,", March 03, 2004.

4] comScore Networks is a global information provider and consultancy firm that provides leading companies with information about consumer behavior. comScore Media Metrix is the audience measurement division of comScore Networks and is the preferred source of Internet audience measurement for advertising agencies, publishers, marketers and financial analysts.

5] Founded in 1997, Hitwise is headquartered in New York with operations in the US, UK, Australia, New Zealand, Hong Kong and Singapore. Its services include online performance reporting, online advertising and consulting for affiliates and business development.

6] Personals websites allowed users to create their profiles on its sites. Through the profiles, users can provide information about their likes and dislikes, interests, their profession and their opinions. Users can also view other members' profiles and contact those that were appealing to them. Hence, the personals sites resulted in developing relationships, either casual friendships or marriages. Most personals sites charged a monthly, quarterly or yearly fee for contacting a profile.


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