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Segmentation Practices of e-Dating
Abstract
This chapter investigates the current practices and strategies used by marketers of electronic dating services. This chapter does not develop or test a model, but rather is centered round an analysis of secondary data sources. Specific focus is placed on documenting the various demographic and psychographic segmentation basis and niche targeting strategies utilized by providers. An enormous ground swell is occurring of consumers participating in meeting a “significant other” through e-dating Web sites. People are increasingly relying on such services to meet people via the Internet: older, younger, black, white, pet lovers, religious, spiritual, and gay or straight individuals seeking partners for fun, companionship, commitment or conversation. This trend continues to grow. This chapter will cite a variety of networks that have blossomed over the years indicative of the interest and ideas related to this phenomenon. It also provides details of the nuances in the marketing and consumption of electronicbased personal relationships.
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