ENVIRONMENT & INSIGHTS
"The JDate Dater"
Current Environment & Questions
JDate, a seasoned player in the online dating industry, is suffering from a declining market share and interest from both it’s broad and loyal customer base stemming from cultural shifts in the Jewish community and a growing competitive landscape. The key to righting the ship is to understand the platform and content needs and desires of our online dating community. What modernization needs to occur to create an active vibrant and proud community beyond the traditional date shopping and dating interview functionality of traditional online dating?
What is the generational (particularly over 55) level of interest and willingness to integrate social media into their online dating (advanced)? To integrating community features as a way to meet people and interact with similar people (moderate)? To using their social identities to easily login and connect their account (minimal). If the millennial generation is a transparent culture, how does our target feel about online privacy and openness.
Why do some people use JDate and why do others not? What would get someone to try JDate? What would prevent them from trying it in the first place? What is the perception and brand feeling around JDate.
How important are the filter questions to our customers to fill out accurately, read and use the answers as a gauge of of their potential match. Are they important to our customers as part of an advanced matchmaking algorithm? Would it be better as an incremental profile creation endeavor? Would it be better if it pulled in social profile content to round out potential dates as humans?
Active vs Inactive Members
Lapsed, Inactive & Non-Members
- Frequently discuss things like poor quality of potential matches and/or too few mutual matches
- More likely than the current members to self classify as culturally Jewish
- Likely to respond to questions that identify as less committed to the religious aspect of Judaism.
- Frequently participate in the community aspect of Judaism and feel a cultural connection
- Lapsed members are not necessarily likely to be on other dating platforms. Frequently when they are inactive on JDate, they are not involved in the category.
- Anecdotally, this seems to happen when people have found someone or people that they are happily dating.
- Conversely, if they're on one platform, they're usually on a couple, especially with our growth demographic.
- Describe a number of frustrations with online dating, but many were around trust
- Non members and lapsed members were more interested than current users in more sophisticated technology
- For current users, their dislikes (in addition to some similar statements around trust and quality) were related to the use of the apps themselves: people don't look like their pictures, lots of work to maintain, etc. A platform might have: video chat, run background check, etc.
- Lapsed users less willing to pay...obviously. So a good value prop to them could be around how cheap it really is when compared to their other expenses.
- Lapsed users more likely to do research prior to joining - again, critical to hook these people with specific messaging about benefits and features.
- Lapsed users want more off-line events and meet-ups. JDate needs to make this feel "real" for them.
- Current users rate JDate more poorly on attitudinal statements (i.e. JDate understands me) than lapsed users. Could just be that lapsed users forgot about the experience, but not ideal to see current users rating it so low.
- Current users rate JDate more poorly on attitudinal statements (i.e. JDate understands me) than lapsed users, however tend to be more loyal and more likely to recommend to friends. Indicates that JDate is seen as the best flawed option.
Among current users:
- 9% strongly agree that it's easy to use
- 2% strongly agree that their future spouse is on JDate
- 5% strongly agree that the experience is personalized
- 3% strongly agree that JDate understands what they are looking for