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High Subscription Prices Keeping Away New
Subscribers to Online Dating Services
(onlinedatingmagazine.com -
February 8, 2006) The high price of subscribing to
major online dating services is keeping the industry's
subscription base from growing, according to new research
by JupiterResearch.
"Although online dating revenues
continue to grow, rising prices have kept a large number
of users from converting to paid subscribers," said
Nate Elliott, JupiterResearch Analyst. "Thirty
seven percent of visitors who don't convert say dating
sites cost too much, making it their leading complaint."
According to Elliot, "only one-third
of Internet users who went to dating sites in the last
year became paying subscribers."
That percentage is challenged by Online
Dating Magazine, a publication covering the online
dating industry.
"We see quite a bit fewer than one-third
of Internet users, who visit an online dating service,
becoming paying customers," says Joe Tracy, publisher
of Online Dating Magazine. "JupiterResearch is
suggesting that one out of three people - 33% - who
visit online
dating
services end up becoming paying consumers. We find
that number to be extreme and feel, based on trackable
advertising campaigns, that the number is closer to
4-12%, not 33%."
That issue aside, Tracy says he's not
surprised at the stagnant growth of paid subscribers.
"It's not just the price that is scaring
people off," says Tracy, "but it is also bad customer
service and the experience. The growth of the professional
online dater is making it more difficult for people
wanting a serious relationship to find that."
Tracy says that if the online
dating industry wants to see growth, it must enhance the overall
user experience, starting with customer service.
"When a customer pays $59.99 a month
and has a bad experience then emails a service for
help and gets no response, do you think he or she will
have good things to say about that service?" asks Tracy.
"Services are charging more and offering less. That's
a sure way to drive people away and open the door to
competitors."
The findings by JupiterResearch are published
in its new report titled, "Online Dating
in 2006: Pricing Strategies to Drive Subscriber Growth"
Related Links:
European
Online Dating Growth and Revenues Soar
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