COMPETE -- Dec 28 -- Ranking online dating sites purely on visitor traffic is flawed; membership is a prerequisite to use the services, and member activity is the foundation of successful matchmaking. Looking at how members use a site gives a clearer picture of the online dating landscape, and changes rankings dramatically. Member visits start to reveal actual engagement.
Yahoo Personals grabbed the top rank. While TRUE placed 2nd in visitors, its 8th rank in member logins indicates that much of this traffic came from TRUE's intense advertising efforts on youth oriented social networking sites. In addition True members represented a mere 8% of total visitors. Plentyoffish.com showed that free services can be successful; 9th in terms of visitors, the site leapt to 5th in member interaction. More importantly, it was one of 5 sites with more than 10 million member visits, putting it in a class with much higher trafficked sites and besting its next competitor by a multiple of 2x.
The full article was originally published at Compete, but is no longer available.