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Ever wonder how people engage in online dating around Valentine’s Day? Well, the digital marketers at iAcquire took a look at 2012 web traffic and behavioral data across several leading online dating sites using Google Analytics, Experian, and Nielsen and came up with some remarkable findings.
The research found that online dating traffic doesn’t go up on Valentine’s Day, but actually peaks several days after. Based on the data, they've determined that Valentine’s Day doesn’t cause more people to visit dating sites – because who sets up a first date on Valentine’s Day? However, it does have a delayed effect on singles, causing a brief but prominent spike in traffic a few days after Valentine’s Day.
As for demographic data, research suggested that 24% of online daters are married, and that African Americans make up 3% more of the online dating community than Caucasians. Additionally, college graduates do more online dating than those without a degree (specifically around the month of February).
Whether you are a digital marketer or searching for your soulmate online, dive into the data on online dating behavior:
What's your online "activity" surrounding Valentine's Day?
Allie Gray Freeland is the PR Director at iAcquire, a digital marketing firm based in Phoenix and NYC. She has worked in marketing communications for a decade and received her bachelor's degree in Journalism from the University of Minnesota.