Match.com’s most recent advertising campaign, launched in December, invites daters to celebrate their flaws through print and video ads carrying the message ‘Love your imperfections’.
With Valentine’s Day arriving on Saturday, online dating brands have been particularly active in recent weeks in advertising their services to singletons.
The report suggests that the stigma associated with online dating has diminished considerably in recent years, with more than a quarter of people aged 18 and over (27%) now on dating websites or apps.
The UK’s online dating market is booming with its value rising by over 70% in the last five years to reach £165m, new research shows.
The report by market research group Mintel forecasts that the market will continue its strong growth to reach £225m by 2019, but warns that concerns over safety and online abuse must be addressed.
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Mintel analyst Rebecca Mc Grath also points out that popular apps such as Tinder, Grindr and Hinge have tapped into wider mobile and social networking habits in order to drive acceptance.
“The popularity of free dating apps has made a big impact on online dating over the last several years by dispelling perceptions, opening up online dating to a new market and driving mobile usage,” she says.
In October last year, for example, a video-only dating app named Tickr was launched to allow users to upload videos of up to 30 seconds in length.
When users ‘tick’ each other’s videos they are able to send messages or have live video chats.
This trend is partly driven by a rise in the number of single people within the population.