fb

Will you meet your future partner at a segmentation event?

Online dating sites are big business.

Years ago you would more than likely have met your future partner face to face at some social event whereas nowadays there is a high chance that you’ll meet your future husband or wife on the internet.

The online dating industry is also great at segmenting the market. In addition to the more mainstream sites such as match.com and friendfinder.com there are more niche dating sites out there including for example:

tallfriends.com – where as the name suggests, you can meet tall people;

farmersonly.com – to meet people that work in the farming industry;

meetingmillionaires.com – where yes, they do check your wealth when you join up, and

womenbehindbars.com – where you can meet women that are currently in jail (this has the added advantage of not having to pay for an expensive meal on your first date).

One particular dating site in America called Positive Singles has been in the news for the wrong reasons recently.

The market segment that it is aiming for is people who have sexually transmitted infections and who want to meet potential partners who have the same infections.

Understandably, people who sign up to the site are keen to keep their situation confidential and don’t want their details made public. Unfortunately for some of the members of the site their images and certain information were made public by Successful Match, the company that ran PositiveSingles.com.

The end result was that some of these individuals took the company to court claiming that they were misled about their privacy when they joined the site and a jury has just ordered the dating company to pay $1.5m in compensation and $15m in damages to one particular individual.

So in summary, from a business point of view the company was pretty good at segmentation techniques but not very good about maintaining privacy policies.

And whilst the one gentleman that complained about his details being released was no doubt very upset, hopefully the $16.5m he received as a result of the breech of confidentiality is making it easier for him to find a girlfriend and in fact he may well be switching from the positivesingles.com site to the meetingmillionaires.com site.

Share this entry

Recent articles

View All Articles
PwC Australia and the “Rule of Three”
Sep 21, 2023
Title
PwC Australia and the “Rule of Three”
Excerpt

As the future business leaders of tomorrow, it’s crucial for students to stay updated on key developments in […]

CIMA VS ACCA: which is best for you? (and what about CMA?)
Sep 15, 2023
Title
CIMA VS ACCA: which is best for you? (and what about CMA?)
Excerpt

When it comes to a career in accounting or finance, deciding which professional qualification to pursue can be […]

How’s your lipstick?
Sep 12, 2023
Title
How’s your lipstick?
Excerpt

In the world of business, understanding consumer behavior is crucial. The “lipstick effect” offers a fascinating glimpse into […]

How an online Certified Management Accountant (CMA) course can advance your career.
Sep 05, 2023
Title
How an online Certified Management Accountant (CMA) course can advance your career.
Excerpt

In today’s fast-paced and competitive business world, professionals are constantly looking for ways to differentiate themselves and advance […]

Waiting for your ACCA exam results…
Sep 01, 2023
Title
Waiting for your ACCA exam results…
Excerpt

Waiting for the results of your ACCA exams can be an incredibly stressful time. The uncertainty, the anticipation, […]

APM vs AFM ACCA: which path suits your career goals?
Aug 30, 2023
Title
APM vs AFM ACCA: which path suits your career goals?
Excerpt

“Which is easier – Advanced Performance Management (APM) or Advanced Financial Management (AFM)?”

ROI: how enrolling employees on ACCA courses will yield long-term business success
Aug 18, 2023
Title
ROI: how enrolling employees on ACCA courses will yield long-term business success
Excerpt

The Association of Chartered Certified Accountants (ACCA) is one of the most respected global accounting qualifications. Organisations across […]

Would Michael Porter sleep in this bed?
Aug 14, 2023
Title
Would Michael Porter sleep in this bed?
Excerpt

Management theories play a significant role in guiding corporate strategy. And when it comes to strategy and management […]