eHarmony Case Study 1.
While meeting people online is becoming more commonplace with the increasing reliance on the Internet as a social tool, navigating the dating scene online has come with a stigma attached. People tend to use online personals sites as a last ditch effort when they become too frustrated with the traditional dating scene, or they are too busy to immerse themselves in the dating scene. Even though online dating is more popular now than ever, the industry still faces challenges stemming from perception of matchmaking online.
When all traditional options fail, online dating makes sense for a number of reasons. Primarily, the convenience and accessibility is a huge benefit. For those who don’t have an abundance of free time, online sites allow singles to filter through many more prospective partners than relying on traditional means. Secondly, it gives the online single an opportunity to have some sort of control over the process rather than trusting the decision of their friends who are setting them up, or worse, their instincts from first impressions. Lastly, it allows the single to build a rapport before dating someone thus reducing the awkwardness of a first date (Who actually likes first dates?).
Meeting people online is usually a ‘last ditch’ effort; however, it is becoming increasingly popular as a means to find a viable partner. This is especially understandable for all of us who have dealt with the trials and tribulations of the often overrated dating scene, and prevents us from taking the matchmaking process out of our friends’ hands and putting it into the hands of professionals who do this for a living.
The online dating scene is growing and as more successful relationships come from it, the stigma will continue to subside with time. It is up to companies like eHarmony to expedite this process and find ways to alter people’s perception of online dating. 2.