Samenvatting

The purpose of this study was to research the characteristics of the Dutch 50-plus market and their position towards online dating and to combine this information in order to be able to offer advice to online dating websites on how to effectively target and reach the 50-plus niche market within the Netherlands. This study anticipates the demographic development of the greying of the population, and combines it with other societal developments like the increasing amount of singles and of course the popularity of internet dating. Data for this research was gathered by means of intensive literary research on the 50-plus market in general, as well as through an online survey amongst a sample of aging consumers, exploring their attitudes, beliefs and values with regard to online dating. Results from the survey were analyzed by means of descriptive statistics and combining theory with research results led to an answer to the main research question, from which the following advice could be formed: 1. Create the product o Adapt the entire product to the 50-plus. o Either build upon an existing brand or create a brand specifically for the target audience 2. Identify the target audience o Anticipate physical impairments. 3. Determine the communication objectives o Create brand awareness and improve category and brand attitude o Implement a low-involvement transformational brand attitude strategy with informational elements. o Attempt to expand the time horizon view of the audience 4. Design the message o Put emphasis on product benefit as opposed to age appropriateness o Highlight positive associations and present a two-sided argument to counter argue negative associations o Ensure excellent customer support o Leverage quality labels o Make the message clear and understandable, authentic and realistic 5. Select channels of communication o Use traditional media like TV and radio o Put effort in word-of-mouth marketing o Do not underestimate new media 6. Select the message source o Show real 50-plus people in recognizable situations o Use environments corresponding with interests of the 50-plus By successfully implementing this advice and putting it through in every step of the process, from product to communications, online dating sites can successfully target and reach the aging consumer and secure their share from the growing pool of 50-plus consumers.