40 Is the New 65? Older Adults and Niche Targeting Strategies in the Online Dating Industry
AbstractNiche dating sites have become a popular trend in the online dating industry; yet, little is known about the specialization strategies these sites use to cater to their users’ needs. Moreover, previous research alludes to the idea that many of these sites may be engaging in pseudo-individualization—a deceptive technique that creates an illusion of specialization. This study focuses on niche dating sites for older adults, one of the fastest growing niches in online dating. Through a qualitative content analysis and close reading of older-adult dating sites, I seek to determine how and to what extent online dating sites that target older adults actually customize their services to benefit this population. Three key findings emerge: (1) the use of mass segmentation, a strategy that combines elements of both mass marketing and market segmentation; (2) a strategic broadening of the boundaries of the older-adult niche; and (3) the use of deceptive advertising to attract users. These findings suggest that older-adult dating sites are, in fact, engaging in pseudo-individualization. They also highlight some of the unique aspects of online media that facilitate this practice. Implications for both online daters and site producers are discussed. View Full-Text
Scifeed alert for new publicationsNever miss any articles matching your research from any publisher
- Get alerts for new papers matching your research
- Find out the new papers from selected authors
- Updated daily for 49'000+ journals and 6000+ publishers
- Define your Scifeed now
Blackwell, D. 40 Is the New 65? Older Adults and Niche Targeting Strategies in the Online Dating Industry. Soc. Sci. 2016, 5, 62.
Blackwell D. 40 Is the New 65? Older Adults and Niche Targeting Strategies in the Online Dating Industry. Social Sciences. 2016; 5(4):62.Chicago/Turabian Style
Blackwell, Derek. 2016. "40 Is the New 65? Older Adults and Niche Targeting Strategies in the Online Dating Industry." Soc. Sci. 5, no. 4: 62.
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.