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On the other hand, older adult dating sites made claims of uniqueness in ways that were much more vague.
This pattern of broadening the niche is relevant to this study because it has the potential to shift the membership of these sites away from their niche origins.
Over the years, media companies have refined this approach from looking at broad demographic divisions to a more nuanced emphasis on segmentation by lifestyle categories, taking into account an edmonton sex møter array of cultural and psychological factors 13,.Deceptive private sex show Advertising As stated earlier, the shift toward niche services was inspired in part by the growing consumer demand for personalized, customized consumption choices.In fact, of the 10 older-adult dating sites analyzed in this study, six include senior as part of their company name.Because the components of an online dating profile are meant to represent important aspects of ones identity and important characteristics in a potential mate, examining these differences should help to reveal any potential differences in how these companies view and approach older adults as compared.Of the sites in the sample that explicitly stated a target age group 6, the most common target age range was 50 and oldera full 15 years below the traditional.According to a recent study from the Pew Internet American Life Project, more than one-third of internet users who are single and seeking romantic partnership have used an online dating website or app.In reflecting on the findings of this study, there are a number of additional questions to consider in order to push this research forward.
Describing this transition, Susan Carpenter of the Los Angeles Times states, There just wasnt a market for most niches until online dating as a whole had reached a critical mass of users and acceptability, and thats only happened within the last few years.
The fact that the default range varied across sites highlights the fact that the developers of each site had to make a conscious decision about what this range would be; thus, I would argue that the age range they chose to display served.
We also recognize that what people want in their 50s, 60s and beyond is often very different from what they wanted in their 30s and 40s, let alone their 20s.
News World Report describes the benefits of this approach in a 2013 article, stating, Many successful niche sites are run by large companies.Unfortunately, I discovered multiple examples where the smaller, more homogeneous community one might expect from an older adult dating site was simply not being provided.In keeping with this ever-expanding audience size, the online dating industry is now following the trajectory of most other mass media industries before it by moving from a standardized broadcast model, in which attempts to differentiate among users are minimal, to the more specialized narrowcasting.While on the surface mass segmentation may seem both benign and fairly justifiable, it exploits the audiences desire for specialized services and uses the appearance of specialization as a recruitment tool.Examples of categories that emerged during this stage included the target age group, default gender, available matching options (i.e., capability for nontraditional match types such as same-sex couples, polyamory and relationship goals (e.g., verbal emphasis on marriage).Not only did this site signal to older adults through its name and branding, but it went a step further by making explicit claims about how it tailored to this audience.