Dating app is now the mainstream way to meet new partners, and they are not just for hook-ups. Paid dating apps Match.com and Zoosk are known for their effectiveness in searching for stable relationships. Let’s see how they work and how they earn, with real consumer data.
Match.com is one of the very first dating sites available online. Launched in 1995 first on website, then joined the dating app trend since 2010. The app has the same swiping mechanism as newer players like Tinder and Bumble, while users can also explore new matches from the “Discover” tab.
What draws the line between Match.com and other dating apps would be the plentiful online or even offline events provided. Quick games are in-app to stimulate closer relationships and “Stir Events”, i.e. offline meetups in group, are offered so that users can socialise in person.
The free version of Match.com does not allow users to message others, which makes it almost compulsory for members to pay so as to actually enjoy the app. After the free one-month trial, you can choose to engage in an 1, 3, 6 or 12-month subscription. The longer you’ve decided to commit in the app, the less you have to pay. Users are guaranteed to get at least one match within the first six months of subscription, if not, a free half-year subscription will be offered.
Zoosk is a relatively younger brand launched in 2007 with a neat and easy-to-use user interface. No long questionnaires has to be filled in during registration, as the app would learn your preferences through your in-app behaviour. It works slightly different from big competitors like Tinder. Users “like” instead of “swipe”, “liking” with a smiley face indicates your wish to become friends with the profile, while “liking” with a heart means you’re interested in the opponent as a potential romantic partner. Zoosk also provides canned pick-up lines for those who are not used to the online dating scenarios, which are quite handy according to actual users.
Similar to Match.com, you must pay to use Zoosk’s messaging function, i.e. the essential part of a dating app. 1, 3 and 6-month memberships are offered (again, longer the time, cheaper the price). Beware that even if you are subscribed as a paid user on Zoosk, it doesn’t mean that you can contact as many members as you wish. The quotas for messages are capped and Zoosk coins are required to unlock more. The in-app currency can also buy you extra functions such as “Boosts” and virtual gifts for potential matches.
Ideally, the paid membership of Zoosk and Match.com would attract a higher proportion of users who are seriously looking for a long-term relationship. Unfortunately, problems of fake, spam and inactive accounts still exist on these platforms (especially on Zoosk where the verification process is relatively simple).
The almost-compulsory paid mechanisms, on the other hand, boost the applications’ income effectively. Both Match.com and Zoosk have been staying within the top 20th spots on American app store’s top grossing chart continuously, with relatively less users when compared with major competitors, as shown by Measurable AI.
Both Zoosk and Match.com acquire such grossing ability with the help of their exceptionally high average order value. According to MAI’s data, Match.com and Zoosk both have an AOV of over $40, while Tinder has only got around $15.
The two paid services have a higher average order value as the majority of their orders are pricey membership subscriptions. MAI shows us that in Zoosk and Match.com, at least half of all orders belong to membership subscriptions, priced at $29.99 or above.
For freemium dating apps like Tinder, even without joining as a member, users can still enjoy the app like everyone else and decide whether to purchase extra functions for better experiences at their own choices. Hence, Tinder’s in-app purchases are distributed more evenly among special features (e.g. Boost, Super Likes) and membership subscriptions (Tinder Gold). As these little features are usually marked at a lower price, the average order value of the app inevitably shrinks. Tinder’s flexible pricing system gives users’ more freedom, and fortunately it still brings in more than the other two thanks to its large user base.
For those trying to find a stable relationship online, try Match.com and Zoosk. Their subscription plans did screen out some not-so-proper accounts and provide helpful contents. However, make sure the plans are what you’ve been looking for before committing time and money, as withdrawing and getting your money back half way is not easy. Good luck finding your other half!
About Measurable AI
Measurable AI is your data powerhouse that provides accurate, real-time and actionable consumer insights. By scanning and identifying over 20 Billion actual online spender’s email receipts, Measurable AI transforms them into valuable consumer insights, which updates daily right after the purchases happen.
Cara Lui is a blog-writer specializing in analytical industry trends and new discoveries of Mobile Apps with the assistance of the MAI Insights’ real-time online consumer data panel.
Originally published at https://blog.measurable.ai on August 9, 2019.