BU481 Lecture Notes - Lecture 7: Direct Marketing, Eharmony, Switching Barriers
Document Summary
Key success factors: number of users the more users, the more people will likely join as there is a greater network of people for them to connect with. Network effect becomes more valuable as more people use it: strong and recognizable brand name. Pest: political, economics: the economy has impacted the modern marriage markets. 16% of us singles were looking for a romantic partner. The trying times of money had people thinking of themselves first and foremost: social: the average age of marriage is on the rise. Has risen from men marrying at 26 and women at 22 to men at 27 and women at 26. Divorce rates have also changed substantially, 45% of marriages were ending in a divorce. The remarrying rate has also increased: technology: the advancement of the internet has led to eharmony and the success of the company. 16 million people had claimed to have visited an online personals site at least once.
