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Online datingInsights for digital marketers презентация
Содержание
- 1. Online datingInsights for digital marketers
- 2. 1 in 10 American adults—and 38%
- 3. The price of love SOURCE: ibisWorld
- 4. The eternal matchmaker 23%
- 5. Why people court online dating SOURCE:
- 6. From dominant desktop, to mobile sweetheart SOURCE:
- 7. Top online dating websites SOURCE: 1
- 8. Online dating? There’s an app for
- 9. Who’s dating SOURCE: Pew Research Center’s
- 10. Bing Ads audience
- 11. Be the first among friends to own/buy
- 12. Bing Ads Search trends
- 13. Online dating through the seasons SOURCE:
- 14. Mobile captures 1 in 3
- 15. Online dating cost-per-click and click-through rate
- 16. Online dating, hour by hour SOURCE:
- 17. Top 30
- 18. Why Bing Ads
- 19. Access searchers not reached on Google
- 20. Already advertising on Google
- 22. © 2015 Microsoft Corporation. All rights reserved.
Слайд 2
1 in 10 American
adults—and 38% of those “single and looking”—have used
SOURCE:
Pew Research Center’s Internet & American Life Project Spring Tracking Survey, April–May 2013.
Слайд 3The price of love
SOURCE:
ibisWorld as cited in The Wall Street
Online dating woos nearly half of the $2.4 billion spent on dating services
U.S. dating service revenue
Слайд 4The eternal matchmaker
23%
of online daters met a spouse or long-term relationship
29%
of Americans—and 41% of college students—know someone who met their spouse or long-term partner through online dating.
SOURCE:
Pew Research Center’s Internet
& American Life Project Spring Tracking Survey, April–May 2013.
Слайд 5Why people court online dating
SOURCE:
Pew Research Center’s Internet & American
Слайд 6From dominant desktop, to mobile sweetheart
SOURCE:
1 Tinder Sparks Renewed Interest
60% of online dating site visitors use their smartphone to access a site. Mobile access is growing, while desktop is declining.1
How visitors access a dating site2
Слайд 7Top online dating websites
SOURCE:
1 Statista 2015
2 comScore Media Metrix Multi-Platform,
Most popular U.S.
mobile dating sites
Match.com
Plenty of Fish
Tinder
Zoosk.com
Skout.com
The other fish in the sea are no match for Match.com.
Most popular dating websites in the United States, June 2015
Unique monthly visitors (in millions)
Слайд 8Online dating?
There’s an app for that.
6%
of smartphone users have used a
10%
of those ages 25–34 use dating apps on their phone.
TIP:
Consider using app extensions to help you promote and track installs of your app, using a clear call-to-action link within your ads to increase downloads.
SOURCE:
Pew Research Center’s Internet & American Life Project Spring Tracking Survey, April–May 2013.
Слайд 9Who’s dating
SOURCE:
Pew Research Center’s Internet & American Life Project Spring
TIP
Consider age and demographic bidding to target particular segments. For example, you can bid more for a 25 year old male, a lever not available for search marketers in AdWords.
5.6 million adults use online dating sites.
*% of American adults in each age group who have used online dating sites or apps.
Слайд 11Be the first among friends to own/buy /use the latest in
Find the perfect match
Compared to Google, the Bing Ads audience is more likely to:
Source: comScore Plan Metrix, US, January 2015, custom measure created using comScore indices and duplication.
January data was used to reflect the month prior to Valentine’s Day.
Слайд 13
Online dating through the seasons
SOURCE:
Microsoft internal data, March 2014–January 2015.
Top
Of the top 30 searches, brand terms represent the majority of searches at 46%.
PC/Tablet
Слайд 14
Mobile captures 1 in 3 online dating searches
SOURCE:
Microsoft internal data,
Optimize your mobile campaigns with bid modifiers to capture more mobile searchers.
Слайд 15
Online dating cost-per-click and click-through rate
SOURCE:
Microsoft internal data, March 2014–January
Top 30 searches represent 44% of the total Online Dating search volume.
Of the top 30 searches, brand terms represent the majority of searches at 46%.
PC/Tablet
Слайд 16
Online dating, hour by hour
SOURCE:
Microsoft internal data, March 2014–January 2015.
PC/Tablet
PM
Слайд 17
Top 30 searches for online dating
SOURCE:
Microsoft internal data, March 2014–January
The top 30 searches represent 44% of the total online dating search volume.
Of those top 30 searches, brand terms represent the majority of searches at 46%.
All devices
Слайд 19
Access searchers not reached on Google
SOURCE:
Audience data represents Bing
Industry categories based on comScore classifications.
Слайд 20
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