Online dating pricing strategy

online dating pricing strategy-12

Online dating pricing strategy

Langston blames e Harmony's continued focus on marketing over user experience for its current challenges.

While other apps are free and simple to use, e Harmony's users complain about high costs and poor functionality. By last count, e Harmony has about 750,000 paid subscribers and 10 million active users, which is about the same number it's had since 2012, Langston says.

And now when people get a match, they see an entire dashboard about their compatibility, not just the notification that a match has been made.

Product issues notwithstanding, the service is still wrestling with some philosophical challenges in its quest to capture younger users.

Tinder, meanwhile, has roughly 1.8 million premium users and 50 million people using the app.