Almost a quarter of a million South Africans have used online dating services and the market is worth at least R20 million annually, according to a study on online dating conducted by Internet marketing company NETucation.
The NETucation Report: Online Dating in South Africa 2004 found that 67% of people using online dating services in South Africa take them seriously enough to pay for the privilege.
The study authors say the findings suggest that online dating may well be one of the four big applications of the Internet, after e-mail, banking, and news.
"People pay real money for the privilege of connecting with other prospective mates via online dating," says Ramon Thomas, MD of NETucation.
"The market is worth approximately R20 million and there are between 200 000 and 250 000 people who have tried online dating in South Africa," says Thomas, adding that this is 7.5% of the total estimated population of Internet users in SA.
Thomas says there are 11 substantial online dating websites operating in South Africa, with three launched in the last year.
By far the most popular online dating service chosen by the respondents is DatingBuzz (63.5%). It is followed by MSN Match (9.7%), part of the international match.com network, and Galaxy Singles (5.6%).
Paying subscribers shell out from R30 to R130 a month for the privilege of connecting with like-minded individuals on these sites. Many of the sites offer free membership or free trial periods, and about 10% of the 244 000 people currently using the services are paying subscribers.
"There is still much that can be done to improve the online dating experience for the average South African hoping to meet someone on the Internet," suggests Thomas. "More marketing will certainly help to remove the stigma that people used to associate with dating via the Internet. It is clear from our survey that the average online dater is not a nerd or a lonely person. Instead, they are between 24 and 32 years old, single, having a post-matric qualification, working in IT or finance and earning more then R10 000 per month."
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