Commentary
Personals Sites
- by Jack Loechner , Staff Writer @mp_research, June 8, 2004
Digging deep for online personals sites and user data from Nielsen//NetRatings
| Top Online Personals Destinations From Home, May 23 Week | ||
| Unique Audience (000) | Active Reach (%) | |
| Tickle Matchmaking | 1,589 | 1.45 |
| Yahoo! Personals | 1,470 | 1.34 |
| Match | 1,453 | 1.32 |
| AmericanSingles | 1,208 | 1.1 |
| Passion.com | 352 | 0.32 |
| HOT or NOT? | 345 | 0.31 |
| Eharmony.com | 308 | 0.28 |
| Myspace.com | 285 | 0.26 |
| Cupidsdatabase.com | 271 | 0.25 |
| Demographic Data for Personals at Home, April | ||
| Unique Audience (000) | Unique Audience (%) | |
| Total | 17,730 | 100 |
| Male | 9,635 | 54.34 |
| Female | 8,095 | 45.66 |
| Age | ||
| 2 - 11 | 469 | 2.64 |
| 12 - 17 | 2,415 | 13.62 |
| 18 - 24 | 1,992 | 11.23 |
| 25 - 34 | 3,159 | 17.82 |
| 35 - 49 | 5,314 | 29.97 |
| 45+ | 6,243 | 35.21 |
| 55+ | 2,853 | 16.09 |
| 65+ | 1,171 | 6.6 |
| HH Income | ||
| $ 0 - 24999 | 1,932 | 10.9 |
| $ 25000 - 49999 | 5,267 | 29.71 |
| $ 50000 - 74999 | 4,838 | 27.29 |
| $ 75000 - 99999 | 2,886 | 16.28 |
| $ 100000 - 149999 | 1,852 | 10.45 |
| $ 150000+ | 688 | 3.88 |
| No Response | 266 | 1.5 |
| Top Online Personals Destinations, at Home, May 23 Week | ||
| Brand or Channel | Unique Audience (000) | Active Reach (%) |
| Tickle Matchmaking | 1,589 | 1.45 |
| Yahoo! Personals | 1,470 | 1.34 |
| Match | 1,453 | 1.32 |
| AmericanSingles | 1,208 | 1.1 |
| Passion.com | 352 | 0.32 |
| HOT or NOT? | 345 | 0.31 |
| Eharmony.com | 308 | 0.28 |
| Myspace.com | 285 | 0.26 |
| Cupidsdatabase.com | 271 | 0.25 |
| Demographic Data for Personals From Home, April | ||
| Unique Audience (000) | Unique Audience (%) | |
| Total | 17,730 | 100 |
| Male | 9,635 | 54.34 |
| Female | 8,095 | 45.66 |
| Age | ||
| 2 - 11 | 469 | 2.64 |
| 12 - 17 | 2,415 | 13.62 |
| 18 - 24 | 1,992 | 11.23 |
| 25 - 34 | 3,159 | 17.82 |
| 35 - 49 | 5,314 | 29.97 |
| 45+ | 6,243 | 35.21 |
| 55+ | 2,853 | 16.09 |
| 65+ | 1,171 | 6.6 |
| HH Income | ||
| $ 0 - 24999 | 1,932 | 10.9 |
| $ 25000 - 49999 | 5,267 | 29.71 |
| $ 50000 - 74999 | 4,838 | 27.29 |
| $ 75000 - 99999 | 2,886 | 16.28 |
| $ 100000 - 149999 | 1,852 | 10.45 |
| $ 150000+ | 688 | 3.88 |
| No Response | 266 | 1.5 |
| Source: Nielsen//NetRatings NetView | ||
| Top Ad Technologies for Web Media Personals, Home and Work, May 23 Week | ||
| Technology | Impressions (000) | Share of all Impressions |
| Image | 345,261 | 42.0% |
| Animation | 261,710 | 31.8% |
| Compound ad | 157,581 | 19.2% |
| Flash | 34,111 | 4.1% |
| Form | 24,174 | 2.9% |
| Total | 822,837 | 100.0% |
| Top Ad Sizes, Home and Work, May 23 Week | ||
| Dimensions | Impressions (000) | Share of all Impressions |
| Wide skyscraper | 262,991 | 32.0% |
| Full banner | 231,623 | 28.1% |
| Half banner | 86,675 | 10.5% |
| Leader Board | 53,674 | 6.5% |
| Medium rectangle | 40,347 | 4.9% |
| Skyscraper | 36,789 | 4.5% |
| Non-standard | 25,378 | 3.1% |
| Button #2 | 21,948 | 2.7% |
| Rectangle | 19,232 | 2.3% |
| Vertical banner | 17,135 | 2.1% |
| Micro bar | 10,375 | 1.3% |
| Large rectangle | 9,413 | 1.1% |
| Square button | 3,609 | 0.4% |
| Button #1 | 1,917 | 0.2% |
| Square | 1,557 | 0.2% |
| Vertical rectangle | 174 | 0.0% |
| Total | 822,837 | 100.0% |
| Ad Delivery Types to Home and Work, May 23 Week | ||
| Ad Delivery | Impressions (000) | Share of all Impressions |
| Inline | 802,869 | 97.6% |
| Pop-Under | 10,484 | 1.3% |
| Pop-Up | 8,821 | 1.1% |
| Interstitial | 663 | 0.1% |
| Total | 822,837 | 100.0% |
| Source: Nielsen//NetRatings AdRelevance | ||
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.