| Cologne,
June 12, 2007 - German singles have been jumping on online
dating websites for several years. Meanwhile, most of them are
prepared to pay for these services - at a progressive rate, this
is also the case for ladies. This is one of the findings of the
recent survey "Online dating services in Germany"
which is based on a poll answered by 46 leading companies of the
dating industry.
In 2006, Germans have
spent a total of €116 million on online dating. This is an
increase of 40.4% compared to the year before (€82.6 million).
The market segment of online matchmakers increased the most (by
62.8%) followed by online personals and dating services for
amorous adventures. For 2007, the industry predicts a turnover
of €127.3 million.
The number of singles
looking for a partner (about 7 million per month) does not vary
much. Henning Wiechers, initiator of the survay, says:
"These days, the leading providers do not concentrate on
fast growth anymore, but rather on quality as well as on
customer loyalty in order to generate more money per member. The
singles looking for a partner honour this increase in quality
and are prepared to pay higher prices." This does also
apply to the ladies who must, at 43% of the providers
questioned, pay member fees as well.
Other than in the world
of films, computer games or online auctions, it is the dating
services "made in Germany" which dominate the domestic
marktet. "About 80% of the turnover is attained by German
companies", says Wiechers. Although world market leaders
like Match.com or Meetic have started their businesses very
early, they did not succeed in bringing their German
subsidiaries forward. The communication channels of foreign
dating companies usually work rather slow and the country
managers, having very little decision latitude, have to fend for
themselves. . "Foreign companies often lack a small but
often crucial quality improvement to play a bigger role on the
German market. Oftentimes, it is small translation errors or
difficulties in communication which lead to a lack in quality.
The average European, for example, does not know that he is
referred to as 'caucasian'."
Wiechers says in relation
to this problem: " You've got the notion that, although
foreign companies have recognised the potential of the German
market at an early stage, they have clearly underestimated
German competitors." This is all the more incomprehensible
if you look at the well-known media companies which are among
the market leaders in Germany. The Holtzbrinck publishing group
owns PARSHIP, the market leader in German online matchmakers,
and has extended its portfolio with the social networking
provider StudiVZ at the beginning of this year. ElitePartner,
the number two on the German Market, benefits more and more from
Hubert Burda Media's stake in the company as far as cooperation
in marketing is concerned. T-Online has also saved its piece of
the action at an early stage with the help of FriendScout24, a
leading provider for online personals.
How will the leading
German providers acquit themselves in Europe and the rest of the
world? Henning Wiechers thinks that the companies will be
successful and dares to make a prediction: "The European
markets will be divided within the next one or two years and
German online dating providers will have a strong position on
the market. In our opinion, it is likely that major US companies
that missed this opportunity will put out their feelers towards
the market leaders in Europe." However, no German company
has ever dared the leap on the highly competitive American
market, but due to increasing profits and increasing
self-confidence this is merely a matter of time.
About this survey
The survey " Online
dating services in Germany" is based on the most
comprehensive survey ever cast about German online dating
providers. In the first quarter of 2007, a total of 46 leading
online dating companies were questioned about their market data,
estimation and strategies.
After "Online dating
report 2004", "Online dating report 2005" and
"Online dating user study 2006", this survey is the
fourth major publication about online dating in Germany.
About singleboersen-vergleich.de
The online service
"singelboersen-vergleich.de" considers itself to be an
independent observer of the German online dating market. It
provides comprehensive test results of major online dating
providers as well as hints of how to maximise individual chances
of success when flirting online. Industry insiders are provided
with commented news from a business point of view by the blog
"online-dating-news.blogspot.com".
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