Online personal sites are a lot like social networks; the most critical factor for a site’s success is people. More specifically, the volume and activity level of members needs to be high enough for users to make connections, and for visitors to be enticed to join. But despite the online personals market becoming increasingly crowded with newcomers, the top dogs of the industry seem to be as strong as ever.

The chart below compares total site traffic to total active members for the top US online personal sites. By comparing these two numbers, its possible to see how factors such as acquisition efforts, site design, and audience impact site usage.

10 Ten US Dating Sites: Visitors vs. Members

  • Mate1.com and True.com both do a terrific job of driving visitors to their sites, but this traffic simply doesn’t convert. Members represent 13% and 24% of total visitors (respectively).
  • HotorNot.com members also make up a small share (21%) of total visitors, but this results from the fact that visitors can rate members (the main draw of the site) without being a member themselves.
  • Plentyoffish.com, a service built on ad revenue is a great success for all involved. More visitors become members because the service is completely free, and the site generates an a great deal more money because members consume considerably more pages.
  • Niche dating site BlackPeopleMeet.com also sees a large number of members as a share of total visitors (71%) due to a very targeted audience.

Top 10 US dating sites: total member visits

The next step in the love equation is member usage, and if repeat visitation is any indicator, consumers find a great deal of value in free (or at least open) services. The chart above shows overall member involvement (measured as the total number of times a member accessed each site). Since this metric is a function of both total members and member activity, it paints a more accurate picture of each site’s base.

  • SinglesNet.com, ranked 4th in terms of UVs, ranks first in total member visits at over 27 million in December. A fairly open platform and free trial membership helps encourage registrations and an average of 10.7 monthly visits per member.
  • PlentyofFish.com, despite having around 1/5 as many visitors, nearly ties Yahoo Personals in terms of total visits. The entirely free service encourages users to communicate, and drives Plentyoffish members to visit the site an average of 14 times a month.
  • While the represent major dating services in terms of total visitors, both True.com and Mate1.com look like they compete more with Niche site BlackPeopleMeet when compared on the basis of member visits. Aggressive acquisition and sales tactics (such as requiring a subscription for any type of user-to-user communication) are prime factors in their equally low repeat visitation (around 5 times per month per user)

With social networking providing much the same service as a dating site, its interesting that pure online personals sites continue to grow. But then again, “looking for anything I can get” doesn’t really mean anything on Facebook, but it will probably get you a full inbox on Mate1.

Want More Data? Compete’s top site lists are the best way to get visibility into the web as a whole. Compete offers ranked lists of 1,000 to 500,000 domains with complete Visitor, Pageview, Time, and Attention metrics. Find out more.

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  1. Kango Ling

    Seems to me like online dating sites keep coming and going, much the same as social networking darlings of the year. Every year, there seems to be some new hot site that attracts a lot of people. Traffic then seems to just sort of die down slowly. The success of online dating and social networking sites should be measured keeping in mind the length of their existence.

  2. Joy

    Your feature about online dating sites was really informative, wish I had seen it sooner!

    I’d like to add some info about an online site not included in your story as a service to your readers: HurryDate.com. It operates a speed dating service, and I signed up for one of its events on Nov 1. The event was cancelled, and I have yet to receive a refund or anything more than an automated email response saying the company would respond soon.

    I have since checked out HurryDate with the Better Business Bureau, and discovered that–surprise, surprise–there were numerous complaints against this company. Buyer Beware.

  3. CC

    There are so many dating sites out on the web. I did some research when initially building http://www.datingsitedirect.com and found that for every quality site, there are 10 others that are junk. Many sites are just affiliate doorways to other sites. And then some are just riddled with advertising to the point where it’s almost unreadable.

  4. Veronika

    I agree with the comment by CC, it is very difficult to find a decent site, because it seems sometimes you can’t see the wood for the trees. So many sites these days are claiming to have millions of members. Then when you join, you find it’s more like a couple of hundred with loads of blank and empty profiles. This article is interesting. The bigger sites seem to go from strength to strength, while it seems like a lot of the little ones are struggling to get a core membership unless they happen to be in some kind of niche market, such a black, or ethnic match sites. I’ve had very good personal experiences with Singlesnet.com, and it’s so plain and simple to use.

  5. Deborah

    Hi!

    It s not necessarily a dating site, more of a social genealogical website which aims to connect the whole world by encouraging people to build their family trees.
    On http://www.jworld.famillion you can also share pictures and stories and check if there are relatives out there that you didn t know about!
    It s great - I found that I had family in Argentina and this summer I am planning to travel there…
    regards,
    Deborah

  6. marcus

    yo debbs…
    i think i heard thats site too… it’s like finding connections through family or somehting, though i think you mighta got the name wrong… its famillion.com

    cheers,

    M.J.A.

  7. Lester

    Does the “Active Members” represent paying users or just users who have signed up for the free access?

    Also, I assume that the second graph of member visits represents the repeat visits of the members, since these numbers are higher than the unique visitor counts in the first graph, yes? Thanks

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  9. Mark

    Hey, check out my new dating site at http://www.amorliber.com. Over 2000 new members in January 2008 alone!

  10. Dave

    Singlesnet is misleading to say the least. The very first day I signed up I recived several e-mails, all stating that someone was interested in me. WOW! I’m popular on this sight! Hello!?? Turns out anyone who views your profile ends up in your mail as being interested in you. Next to their photo is an icon ( an eye ). Wait! Today I get the same e-mail, “Someone is intrested in you.” , but now there’s a ( heart ) icon next to the photo. Okay, now we’re talking. Click on that… says: “You are a ONE TO ONE MATCH”. Awesome! What the hell does that mean? Who decided it? Where is it explained? What’s the next step? Is there a next step? Or do we just have the same birthday or something. It’s not explained antwhere, what the icons mean or what your next step should be. I’m sure they have plenty of meaning to the people who’ve created the sight, just not to me.
    In other words you’re limited to what you can know and what you can do on this sight. Sure there’s a lot of people on it but it was not well planned out.

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  12. Alexander

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  13. kelly

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  14. Wells

    Well I’ve been a member of singlesnet for quite a while and I must say….some of you are idiots. Yes! singlesnet attracts scammers to the site AS DOES ANY WEBSITE WITH A DATABASE OF USERS MORE THAT 2!!!!! There is no place you will ever find that is scam or spam free (jeeze just look at this blog right here

    “# Alexander
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    I also noticed the post regarding notifications (dave) they aren’t too hard to figure out. The interest notification says “your profile has caught xxxx’s eye and may be interested in you”. If you look at the options and abilities that you have do you see anything that would allow you to send something close to that? NO, so where do you come up with the bright idea that other people magically have this ability? Maybe the creators of singlesnet expected people to be able to use some common sense, maybe that is too much to ask.

  15. Paul

    Anyone who helps themself to your checking account, after numerous attemps to contact the date site, ARE scammers, where is the common sense in that, less-on. Moron is much to positive.

  16. Michael

    You can find best dating services here :- http://www.sweetsingles.com/ but are you go for dating don’t forget it…..

    Be honest. Like what is always advised to many others who engaged in Online Dating, it is always best to be honest with

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    finding romance, Be Honest.
    2.Be careful with whom you give out your personal details to. There are a lot of internet creeps so make sure you know the

    person well before you jump into conclusion of giving out your numbers and addresses. You don’t to be a victim, do you?
    3.Always remember that nobody’s perfect. The person you are chatting at the other end may sound so perfect for you but don’t

    expect too much from that person. No one was made perfect so if your potential online boyfriend lacks something you want,

    don’t despair. You yourself aren’t perfect.

  17. John

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  18. jack

    They all have one problem: The high fees. But I found a new site, freehappydating.com with free membership and member contact for free.

  19. mark

    Singlesnet is showing greater activity as it is open to a volume of spam and “girls” marketing web cam opportuntiies…unlike the other sites mentioned. It is garbage. The above article is obviously written to make it look more real to those that don’t do your homework…but a short visit here will prove what nonsense it is

    http://www.complaintsboard.com/complaints/singlesnetcom-c7927.html

  20. Sarah

    I really like UofSingles.com …it’s geared towards college students. Kind of the the next step after Facebook

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  23. singlesnet

    Yes I agree with everyone, Singlesnet is full of Bull. You can send flirts, but they are very limited, they say you can receive and read emails, thats a bunch of crap. You can receive them for free, but you can’t read them. They say you can create your own profile for free, yes but you can’t post it.

    I’m totally tired of people coming up with scams to take advantage of the general public. They know that once we believe that someone has taken an interest in us, that we will go to certain lengths to do whatever they want. Psychologically they keep trying to get us by the balls, and after reading the afore comments, I’m not giving them one dime!!!

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  26. Ludier Pabon

    the way that sites come in and go out, we have to be very careful with what we do online, we have to worry about identity theft more so often than before, that is why is recommended that when looking for love in all the free places, you take into consideration the most common sites out there, you can check out this place http://onlinedating.bestguidesonline.com/, in there are listed the most common and secure places to check out, and a little more information for free, and I guess that is my favorite word and many of other’s peoples too, free information.. what can be better than that. In there we can find a lot of free and valuable information about online dating, and dating tips, for those that are interested to find out more at no charge..

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  27. Ludier Pabon

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    Something of high value for your readers, something that they will appreciate a lot..

    Ludier Pabon
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  30. Brenda

    I have been on singlesnet off and on for 6 months, one has to remember, always meet in a public place! never at your home or theirs. you may think you know the person from chatting with them for several weeks, or talking on the phone, but remember folks, they don’t have to tell the truth, just what you want to hear.
    yes I did find my match on this site, but not without screening through several men.
    hints to your profile, be honest! I aquired herpes from my ex husband, and I listed it in my profile, the ones that matter will look beyond, others will run away. date the person several times. one or two dates is not a love make! :)
    just hang in there, keep searching, and do not settle for less then what you are looking for.
    and also know there are some out there that are looking for money! they will try every angle and issue to try and get funds from you, DO NOT EVER GIVE MONEY once you do, they have your account info and all else they need to rip you off, be smart on these sites!.
    good luck to everyone who tries to find that special person for their lives.

  31. Dan

    I signed up at true.com for 1 month and immediately realized it was some sort of scam. I got at least 2 messages a day from women supposedly interested and who supposedly initiated contact after seeing my profile. Out of about 30 that I responded to with a brief message, only 1 responded. Obviously many of the messages were generated by profiles created by the company to give the appearance that there are many members. I cancelled after about 3 weeks because there was obviously something fraudulent about the site.

  32. jen

    Please try this site you can pay only 10 $ for start chat http://www.mythailove.com
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  33. Bita

    All of the sites are great. Unfortunately they are all paid and no guarantees of ever finding the ultimate love. I would always recommend free sites and unfortunately you never know when these free sites will close down. There is one site for Indians across the world. Also it is free as you can get. The url is http://www.FreeIndianMatch.com . Recently came out on the scene and membership is growing everyday. It is not just a free boring dating site but also includes music and video uploads. Also includes free chat room with integrated messanger. Also has blog, article & classifieds section. Come and check it out.

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  38. Mckay

    Look everyone, let me offer you the best advice you’ll get on here (I don’t work for any websites but just have alot of experience in this), you need to try out http://www.buildmyspouse.com next month when it launches. The only reason I know its going to be good is I live locally where the company is located. It allows clients to specify what physical, emotional and personal characteristics you want in matches…down to eye color if you like. You pay an up front fee but the members are incredible looking. Heres the thing…monthly fee websites lead you nowhere!! You’ll pay monthly, struggle to ever cancel it and end up at square one after paying for the service for months. Pay a reputable company like Build My Spouse up front and you won’t ever pay again…because you’ll be in a relationship or married!

  39. Alex

    I wonder if LDL (LiveDateLove) will make it. It was launched in May 2008 so it can’t compete with these well known and established sites. However, it’s free and it has a good potential. Is anyone a member of this site?

  40. Joe Smith

    Quinn Lipin is a world class scum bag who fleeces his membership of their money in order to keep his joke of a web site going.

    One, his mystery customer service assistant who is as bright as cardboard and as frigid as the antartica told my associate last week that after 30 days of trying the web site out, your money is theirs and no matter what has gone wrong, you have no legal entitlement to a refund.

    Next, if you write something personal, say your name, in your essay, they ban all writing in your essay. Great way to get another person interested in you when Singlesnet, that paragon of virtue from which Boston ivy league tower, decided to ban free speech and urinate all over the First Ammendment. Glad that not only Wall Street and Detroit are shunning the constitution.

    What else to open eyes about? How about the scams from Europe, Russia, Africa, and Latin America where men and women open phony accounts, use fake photos, and then lure you
    to yahoo or gmail accounts and then try to sweet talk you into handing over credit card information. Good job Quinn, you are another brilliant genius who has made illegal enterprise flourish on American shores.

    Anything else, how about someone lands on another person’s profile, and Singlesnet.com sees fit to generate an email that the recipient of the page landing is interested in you, the person who landed. Once contacted, this other person doesn’t have the faintest idea of who you are or why you are contacting them.

    Another, 90+% of all profiles are free. The rest are paid membership. How does this work. Match and other sites do not allow contact without membership and it works out well. So why is Singlesnet.com different. Certainly fleecing consumers is working for them. Maybe everyone who is getting screwed should get together. How about on Myspace or another social networking site. Show Quinn and the lame idiots working for him that this site will not be tolerated.

    Also, what about a search function? Trying to find a latino male, chinese woman, or someone aged 25 or 50 is an utter joke. Way to put in a serious programming and database management software solution there Quinn. Too cheap to hire young professionals out of Boston Colleges who can handle this, or does all profiteering go straight into your pockets and not the web site you all do not seem so proud of?????????????????????????????????????????????????????????????????????????????????

  41. Night Chat

    Plenty of Fish is a really great chat and dating website. I’ve never actually used it, but a few of my closest friends use it all the time. It’s also free. The only site I’ve ever used was Lavalife, but you have to pay to communicate with other members.

  42. Online Dating Demographics

    I love stats and rankings in just about any different field. I guess you could say I am a stats nut. I recently did an article about the demographics of online dating and came to some similar conclusions about the popularity of the ‘big online dating sites.’ It was interesting to see that our research lead to ’somewhat similar’ conclusions. You, obviously, researched more sites than I did, but I went into some more detail about the ‘big boys’, so to speak.

    Very interesting post!

  43. Spot Light

    Singlesnet.com is the LARGEST SPAMMER on Craig’s List. I have been receiving fake messages like the one below in response to my Craigslist post at rate of several a day for the last two months.

    My experience with Singlesnet.com is there are no real women at all on the site. It exists for the purpose of scamming men for membership fees only. Kinda like a topples bar where you think you’ll get f_cked, but when the lights are out and you leave you only get SCREWED!I would love to stop getting their stupid redirect emails.

    Dissatisfied User

    From: dianjaccarino20@live.com
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    Date: Sunday, December 28, 2008, 8:19 PM

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    ** Beware: cashier checks, money orders, escrow, shipping
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  44. Howard

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    For what its worth.

    1/ Nothing in life is ever free even if it says it is, something of value is always worth something. As much as free sites “show” data and members, would you really want to meet someone who joined a site just cause it was free.

    2/ Can’t stand the whitelabel idea, it really has capitalized on the fact that there is a demand for dating online. And I’d hate to feel part of some elaborate mass corporate revenue leverage idea in order to find a girlfriend.

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  45. Ana is dating better

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  46. Stanley

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  47. Fred

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