BUSINESS WIRE -- Feb 14 -- Yahoo! Personals, Match.com and True.com provided the best search functionality and dating information, earning the highest customer experience rankings. Yahoo! Personals, AmericanSingles and eHarmony ranked highest among prospective customers. The Keynote Customer Experience Rankings are based on research with 2,000 customers and 2,000 prospective customers using American Singles, Black Planet, eHarmony, Friend Finder, Friendster, Lavalife, Match.com, PerfectMatch, Tickle, True and Yahoo! Personals. "Consumer satisfaction with online dating sites is considerably lower than satisfaction levels seen with other online services. However, these diminished satisfaction levels are driven primarily by the personal expectations of the customer and their interaction with other members," said Dr. Bonny Brown. The best sites were well organized and easy to use. Poorer sites were cluttered with ads or heavy text. 83% of start at a search engine. A clear advantage for Yahoo! Personals; 40% started at Yahoo. eHarmony was the most common destination for Google searchers. 50% of customers expressed interest in personality tests, 50% in physical attraction testing. 45% interested in background checks. 30% of online dating service customers in the study were married or living with a significant other/partner! Tickle is considered the "fun" site; 73% described the site that way. Yahoo! Personals is considered the "friendly" site (76%), and True is the "safe" site (69%).
Mark Brooks: How did Keynote end up with a sample set containing 30% non-singles?