JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Use of Online Dating Websites and Dating Apps: Findings and Implications
for LGB Populations
Author(s): Kristine Johnson, M. Olguta Vilceanu, Manuel C. Pontes
Citation: Kristine Johnson, M. Olguta Vilceanu, Manuel C. Pontes, (2017) "Use of Online Dating Websites and Dating Apps: Findings and Implications for LGB Populations," Journal of Marketing Development and Competitiveness Vol. 11, Iss. 3, pp. 60-66
Article Type: Research paper
Publisher: North American Business Press
Data and findings from the Pew Foundation's "Internet and American Life Project Tracking Survey (2013) were adjusted through the use of sampling weights to estimate for general US population parameters. Univariate and multivariate analysis indicate that lesbian, gay, and bisexual adults are significantly more likely to flirt online and to use online dating websites and dating apps than heterosexual adults. Findings enhance understanding of LGB consumer decision-making processes, promote creation of LGB lifestyle-focused technologies and promotional messages for non-heterosexual niche audiences, and contribute to a better understanding of LGB online dating habits and usage.