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If you've been in the dating world anytime since 1995, there's a good chance you're familiar with the endless options for online dating websites.Match and e Harmony are two of the oldest and biggest players in the online dating game.Match's social media traffic makes up 3.4% of its total website traffic. Its social media traffic makes up 0.8% of its total website traffic — a number so small it doesn't even appear on our chart above. This combination should mean that both e Harmony and Match have the ability to get a large percentage of traffic from the social platforms.The truth is, as you can tell from the numbers above, they're both terrible at driving traffic from social. The site dedicated to the nude people enjoying being naked at the beach.
e Harmony comes in at number 14, which is on the second page.Alexa gives Match a global rank of 2,491, while e Harmony comes in at 16,793.Match is the clear winner between these two companies, but we wanted to find out whether there were areas where e Harmony could make up ground against its much bigger competitor.Match and e Harmony need to develop better social strategies — specifically Instagram. We know what you're thinking: “But, Instagram is for Gen Z and millennials, who don't use traditional dating websites! Hootsuite reports that Instagram has 247 million users over the age of 35. Direct traffic is often overlooked, but it's important to understand a website's direct-traffic percentage because it can help you understand how strong that company's brand is.That age range makes up about 75% of Match's users. Match's direct traffic makes up 59.7% of its total website traffic. Its direct traffic makes up 44.3% of its total website traffic. Typically, the more direct traffic a website gets, the stronger the brand.
Even with newer dating apps disrupting the industry, Match and e Harmony are still leaders in their niche.