With the demand for online dating sites at an all time high in Australia, a selection of WhiteLabelDating.com partners recently attended an exclusive workshop at Google’s Central St Giles HQ on this burgeoning market.
Hosted by WhiteLabelDating.com Operations Director, Matthew Pitt, and Google UK Dating Industry Manager and native Aussie, Yvonne Cheung, it was a highly insightful event sharing some vital research to help our partners succeed in Australia. Here is a summary of what we learnt…
AN ESTABLISHED MARKET
Being early adopters of online dating, Aussies embraced the trend as far back as 1997 when RSVP first entered the market, appropriately on Valentine’s Day. The industry has continued to grow year-on-year, but whilst maintaining popularity, online dating culturally still has a certain amount of stigma attached when it comes to publicly admitting you’re taking part. That said, the country is home to an estimated 5.8m singles – that’s 32.9% of all adults – meaning there’s plenty of opportunities to be had.
Due to our partners’ success in entering this market, the annualised revenues for the WhiteLabelDating.com Australian network are now in excess of AU $10m, with plenty of future growth for partners to continue capitalising on this great market.
NICHE IS KEY
The Australian dating industry is largely dominated by large, local players, some of whom have been established for around ten years. Yet growth in niche dating search queries and a lack of local competition at this level means that a number of our WhiteLabelDating.com partners, who adopted our niche interest or localisation strategy, have succeeded in successfully entering the Australian online dating market.
RISE OF THE SILVER SURFERS
According to Hitwise Australia, mature dating sites have increased +180% year-on-year in Aus.
Our WhiteLabelDating.com partners are truly leading the way in this niche, taking ownership of 4 out of the 5 top mature dating sites in Australia. What’s more, recent collaboration with Google highlighted the need for authentic localisation across Australian dating sites, with our partners launching Australian sites accordingly.
Thanks to Google for co-hosting this great workshop – please click here to read the event summary in full.
If you would like to discuss your opportunities in Australia or have any further queries, please do not hesitate to get in touch with the partner team.