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The Dutch and Benelux online dating market
iDate Cologne – September 2013
Eric Klaassen
Dating Insider
www.datinginsider.nl
What is the size of the market?


 
 
 
 
 
 
What are fast-growing "

 
 
 
 
 
 
 and remarkable players?


 
What are the mobile trends?


 
 
 
 
What happens to online dating in 2015?


I want to enter the BeNeLux – where should I start?



“
Introduction to
Benelux & NL
The Benelux
The Benelux: online population
The Netherlands (NL) 
16.73 m inhabitants

 
 
 
 
 
15.53 m online (93%) 

Luxemburg 
0.50 m inhabitants
(LUX)
 
0.46 m online (92%)
Belgium (BE) 
10.44 m inhabitants

 
 
 
 8.49 m online (81%)
Introducing the Dutch: fact or myth
C.	
  Highest	
  Twi+er	
  
penetra0on	
  
B.	
  Tallest	
  people	
  on	
  
earth	
  
A.	
  Highest	
  cannabis	
  
usage	
  in	
  Europe	
  
NationaalKompas, Klub Lange Mensen
Top social media penetration
#1 The Netherlands 
26%
#1
 Indonesia 
 
 
 
87%
Emarketer (2013), ComScore (2011)
#1 The Netherlands 
27%
Dutch and Benelux online dating market (iDate Cologne – September 2013)
Dutch and Benelux online dating market (iDate Cologne – September 2013)
A brief history of online dating in NL
First datingsite:
D-Date
Social media
explosion,
online dating
taboo starts
fading away
World Bank
Broadband
adoption
increase,"
new dating
entrants like
Relatieplanet
Dutch players
start expanding
to other
markets
Internetpenetration
Free internet
providers
Size of online
dating market
Almost 2.5 million online daters in NL
•  Online population: 15.5 million
•  About 15% uses dating sites, sometimes or regularly
•  “Size of the prize”: 2.3 million occasional online daters
•  “Active market”: 1.0-1.5 million regular online daters
Maurice de Hond, CBS
Size of the Dutch online dating market is
€30-35 million
•  Sources at Relatieplanet in 2011: €20-25 million
•  Has grown but now stabilising: €30-35 million
•  Rev/cap: €2 NL
•  Singles growing at steady rate:"
in 2013: 2.8 million"
in 2025: 3.3 million
Payment method preference of consumers
For e-commerce:
1. iDEAL (48%)
2. Paying afterwards (24%)
3. Bank transfer (8%)
4. Creditcard (8%)
5. PayPal (5%)

For dating, pay by phone is an alternative.
Provider takes ±25% (call) or 50-70% (SMS).
Blauw research (2012)
Breakdown of Dutch dating sites
6 - 7 "
on TV
35 - 45 usable"
for consumers
100 - 150 (semi-)"
professionally managed
600 - 650 dating sites
Different types of dating sites and apps
1.  General"
Lexa, Relatieplanet
2.  Quasi-scientific matchmaking"
Parship, eDarling
3.  Special matchmaking"
Paiq, OkCupid
4.  Niche"
eMatching, FunkyFish
5.  Flirt SoLoMo"
Badoo, Twoo
6.  Casual/adult"
Secondlove, Victoria Milan
Online dating
players
Significant dating players in BeNeLux
Flirt
 Serious
Free
Freemium
Subscription
BE:	
  EliteDa0ng	
  
Dutch and Benelux online dating market (iDate Cologne – September 2013)
Most unique visitors in NL: Lexa (Meetic)
1.  Lexa.nl 
 
 
 
 
455,000 
(3.8%)
2.  Relatieplanet 
 
 
 
261,000 
(2.2%)
3.  Twoo
 
 
 
 
 
134,000 
(1.1%)
4.  Zoosk 
 
 
 
 
 98,000 
(0.8%)
5.  Pepper.nl
 
 
 
 
 34,000 
(0.3%)
6.  Secondlove.nl
 
 
 
 32,000 
(0.3%) lower in active users
7.  Knuz.nl 
 
 
 
 
 27,000 
(0.2%) largest free datingsite
8.  EDarling 
 
 
 
 
 24,000 
(0.2%) 
9.  e-matching 
 
 
 
 13,000 
(0.1%) niche: higher education
10. Parship 
 
 
 
 
 7,000 
(0.1%)
July 2013 – Category: Personals
Top 10 (but different comScore category):
Dutch and Benelux online dating market (iDate Cologne – September 2013)
Lexa tries to upsell to paid subscription
and matchmaking site Lexamore
Lexa is #1 in traffic & brand awareness
•  Largest datingsite in The Netherlands
•  Top spender on TV advertisements
•  Brand recognition: #1 in NL 68% brand awareness
Relatieplanet (TMG) is one of the oldest
sites in NL
•  Acquired by TMG in 2005 for €21 million
•  Original founder still active with Relatie.nl
•  Claims 200,000 active members per month
•  Only one large redesign in 2011 since the start in
2002
Before 2010
 2011-now
Twoo
Twoo app downloaded 1+ million times
Plus: 33% of all users and 44% of NL users access website
through mobile (excluding app)"
Twoo offers credits and unlimited
subscription
Twoo: one of the fastest growing
datingsites in history
•  Initially started in Belgium in April 2011
•  Within a year, 10 million unique visits per month
•  Twoo was taken over by Meetic for €18.9 million
•  70,000 paying members (March 2013) delivering
€2.1 million euro of revenues for Q1. €30 per
member, €10 per month.
•  Meetic as a whole: marketing costs are 59% of
revenues, but marketing of Twoo is cheaper.
DatingInsider
One of the reasons for initial quick growth
Another reason for quick growth
Paiq: meet the most intelligent dating site
8+
years of existence
1000s
active users
€0
spend on marketing
The magic inside
•  Text chat to unblur photo of your partner
•  No profiles, just a questionnaire
•  Special features like BattleDate
•  Better matching using artificial intelligence
•  Photo ratings and actual on-site behaviour are used for
matching
Why users like Paiq
•  More focus on personality: chat to
deblur photo first
•  More anonymous: no profile
search and blurred photos
•  Intelligent matching system with
simple scoring system (1.0-10.0)
•  Matching takes into account
physical attractiveness
•  Large user base (so plenty of fish)
•  Features like BattleDate and photo
rating system are fun
Paiq: smart freemium with dynamic costs
Paiq also offers subscription
The Inner Circle
Dutch and Benelux online dating market (iDate Cologne – September 2013)
Dutch and Benelux online dating market (iDate Cologne – September 2013)
Dutch and Benelux online dating market (iDate Cologne – September 2013)
The Inner Circle offers very simple
subscription
Remarkable player: The Inner Circle
•  Invitation only (5 per member)
•  All members checked before acceptance
•  Started within group young, successful people
•  Expansion strategy to start in new city with local expert
when there is some traction.
•  Active in Amsterdam (6000+ members), London
(4000 members)
Mobile dating
trends
42%
of Dutch households"
owns a tablet
The Netherlands is a tablet country, still
mainly iPad (32.4%) and Samsung (18.0%)
IDC: market share Q2 2013
Twoo:
2011 Nov to 2013 May
doubled

Mobile an important driver of
revenue for SoLoMo flirt
dating sites.
Mobile: essential revenue driver or
dissatisfier when absent?
Meetic Group (excl. Twoo):
2011 Q1Q2: 3.2%
2012 Q1Q2: 3.3%

Mobile not a driver of
revenue for general dating
sites, but important part of
core proposition.


+2.9%
 +100%
Strategic choice: free app or paid app
Outlook: dating
in 2015
Does online dating suffer from
Facebook?
Which of the following BEST describes how you met your current partner online?
Through an online dating / relationship website
 53.5%
Through a social networking website (e.g. Facebook)
 7.6%
Through an online discussion board / forum / blog
(not linked to online dating)
8.6%
Through a chat room (not linked to online dating)
 17.8%
Other
 12.6%
Total (married or co-habitation and met partner online, n=837)
 100.0%
DatingInsider
Facebook’s Graph Search is not yet
available in Benelux
Future: the ‘return’ of matchmaking
•  Matching based on
‘what people say’ does
not work
•  Self-learning algorithms
•  Based on:
–  Structured data (actual
behaviour)
–  Unstructured data (e.g.
social media likes)
Future: advanced SoLoMo
•  Apple patent to identify
other users that are
nearby
•  Highlight, SonarMe
apps
Google Glass + FindMyFace + Plus
30 years old
single
lawyer
likes Suits tv-series 
Linda
Recommen-
dations
Five tips for entering Dutch and Benelux
online dating market
1.  Bring a lot of money – or a truly inventive concept
2.  Provide trust & transparency
3.  Lean development: build–measure–learn
4.  Leverage mobile presence – including tablet
5.  Grow towards the critical mass
Contact for more information:
Eric Klaassen
eric@datinginsider.nl
http://www.datinginsider.nl

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Dutch and Benelux online dating market (iDate Cologne – September 2013)

  • 1. The Dutch and Benelux online dating market iDate Cologne – September 2013 Eric Klaassen Dating Insider www.datinginsider.nl
  • 2. What is the size of the market? What are fast-growing " and remarkable players? What are the mobile trends? What happens to online dating in 2015? I want to enter the BeNeLux – where should I start? “
  • 5. The Benelux: online population The Netherlands (NL) 16.73 m inhabitants 15.53 m online (93%) Luxemburg 0.50 m inhabitants (LUX) 0.46 m online (92%) Belgium (BE) 10.44 m inhabitants 8.49 m online (81%)
  • 6. Introducing the Dutch: fact or myth C.  Highest  Twi+er   penetra0on   B.  Tallest  people  on   earth   A.  Highest  cannabis   usage  in  Europe   NationaalKompas, Klub Lange Mensen
  • 7. Top social media penetration #1 The Netherlands 26% #1 Indonesia 87% Emarketer (2013), ComScore (2011) #1 The Netherlands 27%
  • 10. A brief history of online dating in NL First datingsite: D-Date Social media explosion, online dating taboo starts fading away World Bank Broadband adoption increase," new dating entrants like Relatieplanet Dutch players start expanding to other markets Internetpenetration Free internet providers
  • 12. Almost 2.5 million online daters in NL •  Online population: 15.5 million •  About 15% uses dating sites, sometimes or regularly •  “Size of the prize”: 2.3 million occasional online daters •  “Active market”: 1.0-1.5 million regular online daters Maurice de Hond, CBS
  • 13. Size of the Dutch online dating market is €30-35 million •  Sources at Relatieplanet in 2011: €20-25 million •  Has grown but now stabilising: €30-35 million •  Rev/cap: €2 NL •  Singles growing at steady rate:" in 2013: 2.8 million" in 2025: 3.3 million
  • 14. Payment method preference of consumers For e-commerce: 1. iDEAL (48%) 2. Paying afterwards (24%) 3. Bank transfer (8%) 4. Creditcard (8%) 5. PayPal (5%) For dating, pay by phone is an alternative. Provider takes ±25% (call) or 50-70% (SMS). Blauw research (2012)
  • 15. Breakdown of Dutch dating sites 6 - 7 " on TV 35 - 45 usable" for consumers 100 - 150 (semi-)" professionally managed 600 - 650 dating sites
  • 16. Different types of dating sites and apps 1.  General" Lexa, Relatieplanet 2.  Quasi-scientific matchmaking" Parship, eDarling 3.  Special matchmaking" Paiq, OkCupid 4.  Niche" eMatching, FunkyFish 5.  Flirt SoLoMo" Badoo, Twoo 6.  Casual/adult" Secondlove, Victoria Milan
  • 18. Significant dating players in BeNeLux Flirt Serious Free Freemium Subscription BE:  EliteDa0ng  
  • 20. Most unique visitors in NL: Lexa (Meetic) 1.  Lexa.nl 455,000 (3.8%) 2.  Relatieplanet 261,000 (2.2%) 3.  Twoo 134,000 (1.1%) 4.  Zoosk 98,000 (0.8%) 5.  Pepper.nl 34,000 (0.3%) 6.  Secondlove.nl 32,000 (0.3%) lower in active users 7.  Knuz.nl 27,000 (0.2%) largest free datingsite 8.  EDarling 24,000 (0.2%) 9.  e-matching 13,000 (0.1%) niche: higher education 10. Parship 7,000 (0.1%) July 2013 – Category: Personals Top 10 (but different comScore category):
  • 22. Lexa tries to upsell to paid subscription and matchmaking site Lexamore
  • 23. Lexa is #1 in traffic & brand awareness •  Largest datingsite in The Netherlands •  Top spender on TV advertisements •  Brand recognition: #1 in NL 68% brand awareness
  • 24. Relatieplanet (TMG) is one of the oldest sites in NL •  Acquired by TMG in 2005 for €21 million •  Original founder still active with Relatie.nl •  Claims 200,000 active members per month •  Only one large redesign in 2011 since the start in 2002
  • 26. Twoo
  • 27. Twoo app downloaded 1+ million times Plus: 33% of all users and 44% of NL users access website through mobile (excluding app)"
  • 28. Twoo offers credits and unlimited subscription
  • 29. Twoo: one of the fastest growing datingsites in history •  Initially started in Belgium in April 2011 •  Within a year, 10 million unique visits per month •  Twoo was taken over by Meetic for €18.9 million •  70,000 paying members (March 2013) delivering €2.1 million euro of revenues for Q1. €30 per member, €10 per month. •  Meetic as a whole: marketing costs are 59% of revenues, but marketing of Twoo is cheaper. DatingInsider
  • 30. One of the reasons for initial quick growth
  • 31. Another reason for quick growth
  • 32. Paiq: meet the most intelligent dating site
  • 33. 8+ years of existence 1000s active users €0 spend on marketing
  • 34. The magic inside •  Text chat to unblur photo of your partner •  No profiles, just a questionnaire •  Special features like BattleDate •  Better matching using artificial intelligence •  Photo ratings and actual on-site behaviour are used for matching
  • 35. Why users like Paiq •  More focus on personality: chat to deblur photo first •  More anonymous: no profile search and blurred photos •  Intelligent matching system with simple scoring system (1.0-10.0) •  Matching takes into account physical attractiveness •  Large user base (so plenty of fish) •  Features like BattleDate and photo rating system are fun
  • 36. Paiq: smart freemium with dynamic costs
  • 37. Paiq also offers subscription
  • 42. The Inner Circle offers very simple subscription
  • 43. Remarkable player: The Inner Circle •  Invitation only (5 per member) •  All members checked before acceptance •  Started within group young, successful people •  Expansion strategy to start in new city with local expert when there is some traction. •  Active in Amsterdam (6000+ members), London (4000 members)
  • 46. The Netherlands is a tablet country, still mainly iPad (32.4%) and Samsung (18.0%) IDC: market share Q2 2013
  • 47. Twoo: 2011 Nov to 2013 May doubled Mobile an important driver of revenue for SoLoMo flirt dating sites. Mobile: essential revenue driver or dissatisfier when absent? Meetic Group (excl. Twoo): 2011 Q1Q2: 3.2% 2012 Q1Q2: 3.3% Mobile not a driver of revenue for general dating sites, but important part of core proposition. +2.9% +100%
  • 48. Strategic choice: free app or paid app
  • 50. Does online dating suffer from Facebook? Which of the following BEST describes how you met your current partner online? Through an online dating / relationship website 53.5% Through a social networking website (e.g. Facebook) 7.6% Through an online discussion board / forum / blog (not linked to online dating) 8.6% Through a chat room (not linked to online dating) 17.8% Other 12.6% Total (married or co-habitation and met partner online, n=837) 100.0% DatingInsider
  • 51. Facebook’s Graph Search is not yet available in Benelux
  • 52. Future: the ‘return’ of matchmaking •  Matching based on ‘what people say’ does not work •  Self-learning algorithms •  Based on: –  Structured data (actual behaviour) –  Unstructured data (e.g. social media likes)
  • 53. Future: advanced SoLoMo •  Apple patent to identify other users that are nearby •  Highlight, SonarMe apps
  • 54. Google Glass + FindMyFace + Plus 30 years old single lawyer likes Suits tv-series Linda
  • 56. Five tips for entering Dutch and Benelux online dating market 1.  Bring a lot of money – or a truly inventive concept 2.  Provide trust & transparency 3.  Lean development: build–measure–learn 4.  Leverage mobile presence – including tablet 5.  Grow towards the critical mass
  • 57. Contact for more information: Eric Klaassen eric@datinginsider.nl http://www.datinginsider.nl

Notas del editor

  1. I’m not the typical online dating consultant. If there is one. I run another business, and therefore will leave end of day. So write down my details if you want to catch up.
  2. As you can see, I am in a continuous need for a haircut, and my wardrobe consists of one single shirt only.
  3. There's a huge market for web presence in The Netherlands [size of market numbers]
  4. Small region with relatively many people living in this area, making it an attractive area.
  5. This is Netherlands, almosteveryone online.Belgium: In the Northern part, wherepeoplespeak Dutch, internet adoption as high as in NL.Luxemburg is a quite insignificant market mainlyaddressedbyGermanplayers.Duringthispresentation I willmainly focus on The Netherlandsand the Flemmish (Dutch language) part of Belgium.
  6. Spain, France and Danmark report softdrugs use of 32-33%.In The Netherlands 184 cm for man and woman 172 cm.
  7. I’m not going to talk about windmills and our soft drugs laws, but rather like to emphasis the high penetration of social networks here.What is the country with the highest Facebook penetration? Right, it’s not The Netherlands. It is Indonesia. The Netherlands has 70%.
  8. 1994: free internet digital internetBefore 1998, therewereonly Bulletin Board systems.
  9. There's a huge market for web presence in The Netherlands [size of market numbers]
  10. Rev/cap in other countries , CH UK €3.50 SE €2.80 FR€1.90
  11. International andinternationalplayers.6.Much more adult datingsites then in othercountries. Thatcouldbeduetolegislation. a lot with fake profiles which is actually allowed if you mention it. No background checks. quitereliableone is Dutch Cougar, thatgets high ratings. It has the tagline “Put ladies in control”
  12. Big players, remarkable playersType, proposition, price, public
  13. This is not a complete overview, but it does contain the most important players. A lot of free datingsites too.
  14. Yearly I write an article called Does Size MatterFor 2-3 years in a row Lexa and Relatieplanet were a draw. That changed since this year
  15. July is a busy month. So expect these numbers to be up to 25% lower in another month.These are unique visitors per month.Paiq is kleinerdanKnuz en groterdanParship.BadoolijktgroterdanLexa.Type, proposition, price, public
  16. Top of mind brand awareness in 2011 : 27%
  17. Top of mind brand awareness in 2011 : 27%
  18. Top of mind brand awareness in 2011 : 27%
  19. EBITDA H1 2013: 1 751 000 EURO  per jaar 3502000 dus 3.5 miljoen. Multiplier van 5x betaald.
  20. I have to make an excuse here: they are working on a new homepage (overdue)
  21. It’s less superficial.
  22. Perfect freemium: using all features, but soon feel the urge to do small upsell. Payment is very easy by phone.
  23. En ook nog andere dingen – even checken
  24. Less emphasis on relationships. It doesn’t mean all new sites are casual sites. It means that in communication, brands shift emphasis less they are a dating site.
  25. There's a huge market for web presence in The Netherlands [size of market numbers]
  26. funkyFish has 26000 profiles of Christian youth
  27. There's a huge market for web presence in The Netherlands [size of market numbers]
  28. It’s no longer based on partner preference, or in other words: what people think they like themselves. Because that type of matching has proven to be wrong time after time.
  29. There's a huge market for web presence in The Netherlands [size of market numbers]
  30. 1. In general segment, it will be extremely hard to win without a lot of marketing money. In niches there is more room. Standard 2. Good customer service3. I’ve never seen it work. And immediately your product is completely non-differentiation.4. Lean startup