|
Ramon Thomas, MD of internet research house NETucation, admits this is small change compared to the US, where internet dating sites bring in $500m annually, but he believes technical advances and indications that internet users will increase to 8-million by 2010 could see it becoming a lucrative business choice in SA.
The advantage of internet dating is that it offers users the possibility of targeting their dating, he said. India has a site catering only for dog owners, while people with religious preferences can log on to Jewishbuzz or Islamicbuzz.
“In 2004, there were fewer than 10 dating sites in SA, now there are 35 — the sector has just exploded,” says Thomas, who has been researching this sector for the past five years.
“People are willing to pay for these services and we have found that once they hit 30 they start to take it very seriously.”
Thomas says his research reveals that it generally takes about a year for users to get the full benefits of the internet. Most users started using dating sites about five years after they started using the internet. Thomas said they generally started with e-mail, moved on to surfing the net and reading the news, and then to online banking before shopping on line and going to dating sites.
“This means we are only really starting to see an increase in users now as new users are introduced to the internet and as people’s confidence with the internet grows.”
He found innovative marketing was also attracting new users, with brands such as Metro FM and Sowetan running links to dating site Datingbuzz.
According to Thomas, internet dating by black users jumped 64% between 2004 and 2005, with black users now making up at least 20% of users.
“This form of branding accelerates usage with people, as they are using a site they feel comfortable with although it links to the central dating service database of the provider.”
The use of SMS-based dating services, with more than 25 million cellphone users, was also largely unexplored, he said. This had been picked up by Lovemail, which now combines its services, giving users flexibility to use both media.
Felix Erken, MD of Junk Mail, which runs Lovemail, rated the second-most popular dating site in SA by Thomas, says two-thirds of its clients are men.
“The stigma surrounding internet dating is definitely lessening; perhaps it has to do with mainstream movies on the subject,” says Erken.
“In Europe before the internet, the classifieds were a socially acceptable way of meeting people, so they have embraced internet dating far more readily than South Africans, although there are also professional people here with busy lives who just do not have time to meet people.”
Thomas says research revealed the bulk of women using internet dating were in the 30 to 60 category, which tends to be higher than the average age of the men, who are about 30.
Women tend to be nervous about taking the initiative and e-mailing the men whose profile they like, which is in line with real-life behaviour, which could limit their success.
In fact, only 37% of women rate their online dating experience as very successful, according to Thomas. This is compared to 50% of men.
Erken says for online dating companies to grow they have to be able to make use of new technology and innovations to make online dating more accessible and user friendly.
“There is audio, visual, instant messaging and, as media becomes richer, the dating side will benefit from it. ”
A new site, yesnomayB.co.za, linked to SAReunited.com is using face recognition technology to help users identify their “type”, and it has received international recognition for the innovation.
“The system will remember pictures you have said yes, no or maybe to, and stored key features under your log-on. After a while the system will simply send you pictures of people with key features you have selected,” says Thomas.
He felt local online dating agencies could offer users more services, such as advice on how to handle themselves on a date.
“Many might have turned to the service because they battle with interpersonal skills and may need some assistance.”
US online dating service Match.com partnered with TV therapist Dr Phil to offer dating advice and personality tests as part of its service.
A recent study by international research company Synovate in SA, Brazil, France, Korea, the Philippines, Singapore, Romania and the US found 25% of the 4368 respondents admitted finding their spouse or life partner through online dating.
The most successful were the Americans, 42%, and the French, 28%. Although they also reported having had the most terrible dates.
At least 68% of South Africans interviewed said they would not consider using an online advert or dating service, supporting Erkin’s view that South Africans are still struggling to overcome the stigma surrounding online dating.
Surprisingly, South Africans were far behind Brazil, the US, Singapore, Korea and the Philippines in listing safety concerns as a consideration, but they came second only to France in saying they would rather meet in person.
Thomas says safety was a concern for online dating agencies, which is why paid agencies were more successful than free services, as there was more quality management.
This offers another opportunity for online dating agencies to offer a unique service.
“One online agency in the US advertises that it runs background checks on the people it places on its site.”
| 
