Online Dating

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Since 2001, It’s Just Lunch (IJL) has been performing well in the market with consistent growth in its revenue. However, Americans are being more receptive to finding love through the internet. Also many has moved on to use online dating services with Americans age above 50 being most prominent and the internet has shown an increase in effectiveness to find love. How can IJL capitalise on these trends to remain competitive in the market? We need to be responsive to the consumer trends by introducing a baby boomer oriented online dating service. In doing so, IJL provides consumers in particular, users age 50 and above the ease of finding love online and IJL will benefit through the increase in the consumers base and the market share of IJL. …show more content…

According to anthropologist Helen Fisher "Fifteen years ago if you went on an online dating site, you would be thought to have three heads," (as cited in Goehner, 2010). This quote reveals much changes in the attitude towards using internet to find love throughout the years. Correspondingly, people are now overcoming their fears [cyberspace dating waters] (Goehner, 2010) and general public attitude towards online dating have become much more positive in recent years with a 15-point increase from 44% in 2005 to 59% in 2013 of internet users agreeing with the statement that “online dating is a good way to meet people” and an 8-point decline from 29% in 2005 to 21% in 2013 of internet users agreeing with the statement that “people who use online dating sites are desperate,” (Smith and Duggan, 2013). This is understandable as Havrilesky (2002) mentions the prevalence of blog, online photo galleries […] have combined to make online dating a perfectly acceptable means of meeting new people (as cited in Waring and Barraket, 2008). The change in perception of finding love through the internet has resulted in an increase of people using the internet as a means to find love. If IJL is unable to keep up with the uprising trend and offer online dating services, it will soon affects its market share …show more content…

“Many Boomer daters sign up for online dating […]”says JDate spokesperson Arielle Schechtman where it shows that their members in the 50-plus age group jumped 40% in just one year, from 2008 to 2009 (as cited in Goehner, 2010). As stated by Smith and Duggan (2013), Americans ages 65 and older who knows someone who uses online dating in 2013 has doubled from 2005. Identically, the largest American-based company for online dating services, Match.com shows “50-to-65 age group is the online dating site's fastest-growing demographic, up 89% in the last five years” (as cited in Goehner, 2010). The arisen of users age above 50 who use the internet to find love has grown significantly in the online dating service industry. This is a chance that IJL should not missed to develop suitable services for the baby boomers to find love

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