Ny times niche dating sites
To date, online dating research has focused primarily on mainstream dating sites (see [3,4] for examples), leaving niche services largely overlooked.
This project hones in on one niche dating market in particular—the increasingly popular “older adult” market—in an effort to more closely examine the process of audience construction and niche targeting in the online dating industry.
In many cases, industry leaders are driven less by the desire to meet the needs of their target audiences and more by the incentive to translate those needs into a financial profit.
With this in mind, it is important to investigate how industry executives construct audiences in the online dating arena and what implications their strategies might have on the growing number of people joining these sites.
In particular, niche marketing is an excellent way to attract advertising dollars since it allows advertisers to distribute ads to their target audience(s) with greater precision, thereby reducing circulation waste .
According to a recent article from Vice News, Grindr, a mobile dating app that specifically targets gay men, earns just over 25% of its revenue through advertising, whereas advertising dollars only account for about 10%–20% of revenue for Ok Cupid, a more mainstream site .
She describes the media audience as “an imaginary entity, an abstraction constructed from the vantage point of institutions, in the interest of institutions” (, p. In other words, media audiences are not naturally occurring collectives.
Instead, they are carefully crafted by the media industries in an effort to advance their own goals and objectives.
First, previous research shows that people strongly prefer romantic partners who are similar to themselves [14,15] and that online daters are no exception .
Three key findings emerge: (1) the use of mass segmentation, a strategy that combines elements of both mass marketing and market segmentation; (2) a strategic broadening of the boundaries of the older-adult niche; and (3) the use of deceptive advertising to attract users.