| Category | |
|---|---|
| Awareness | 76.0% |
| Popularity | 24.0% |
| Usage | 20.0% |
| Loyalty | 13.0% |
| Buzz | 26.0% |
Online dating brands
eHarmony brand profile in the U.S.
eHarmony is one of the most well-known dating services in the U.S. It is recognized by over 75 percent of online dating users, and around 20 percent have used it in the past 12 months prior to our survey.
Founded in 2000, the Los Angeles-based brand has an 88 percent brand awareness score among Baby Boomers. Around one-third of Gen X online dating users use eHarmony, and it has an impressive media buzz of 36 percent in that same generation.
Brand KPI profile
eHarmony is well known, but other KPIs might be a concern
eHarmony's brand awareness is high at more than 75 percent, indicating that most U.S. online dating service users know of the brand. However, the popularity of the brand stands significantly lower, suggesting that although the brand is well-known, it doesn't necessarily translate into high favorability amongst our respondents. This trend continues with less than 20 percent of them confirming usage of eHarmony's services. The buzz surrounding the brand is slightly higher than its popularity, standing at 26 percent who had noticed eHarmony in advertising, in the media or on social media in the 3 months prior to our survey.
Generations
eHarmony scores high with Baby Boomers
Our data reveals that eHarmony enjoys the highest brand awareness among Baby Boomer online dating users. Popularity of eHarmony is also highest among Baby Boomers and Generation X, but drops to 14 percent in Gen Z. Interestingly, the buzz around eHarmony is highest among Baby Boomers and Generation X too, both above 40 percent who had noticed the brand on social media, in the media or in advertising in the 3 months before the survey, indicating a more active conversation around the brand in these generations compared to the younger ones.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 76.0% | 61.0% | 81.0% | 85.0% | 100.0% |
| Popularity | 24.0% | 14.0% | 28.0% | 29.0% | 35.0% |
| Usage | 20.0% | 15.0% | 23.0% | 20.0% | 24.0% |
| Loyalty | 13.0% | 7.0% | 16.0% | 16.0% | 12.0% |
| Buzz | 26.0% | 19.0% | 22.0% | 42.0% | 41.0% |
Life values
eHarmony users prioritize safety and security
Among eHarmony users, safety and security is the most valued life aspect, outpacing non-users of the online dating service by 6 percent. An honest and respectable life is the second most important aspect for eHarmony users. Conversely, being successful holds similar importance for both user groups. Surprisingly, a happy relationship is less prioritized by eHarmony users compared to non-users.
Published December 20, 2023
| Category | Total | eHarmony user | Non-user |
|---|---|---|---|
| An honest and respectable life | 48.0% | 39.0% | 49.0% |
| A happy relationship | 47.0% | 38.0% | 48.0% |
| To be successful | 38.0% | 37.0% | 38.0% |
| Safety and security | 38.0% | 43.0% | 37.0% |
| Making my own decisions | 32.0% | 23.0% | 32.0% |
| Having a good time | 29.0% | 32.0% | 29.0% |
| Learning new things | 28.0% | 34.0% | 27.0% |
| Advancing my career | 15.0% | 22.0% | 14.0% |
| Traditions | 15.0% | 12.0% | 15.0% |
| Social justice | 12.0% | 19.0% | 11.0% |
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