We met online” – India’s Love Story is now mobile

A man in his fifty’s usually carries 3hick files of prospective partners and comes to your house. He’s called a‘broker’ and he’s partly responsible for nearly 90% of ‘arranged’ marriages inIndia. This phenomenon of marriages gradually moved online about 5 years ago,but brokers are still alive and kicking. Then came the mobile revolution.

People spend several hours each day withheir noses buried in their smartphones. We source rich content, information, entertainmentand even socialise through this device. And slowly, our biggest social ventureof finding a life-long partner is gradually moving online – specificallymobile.

TrulyMadly, one of the largest dating appsin the country has witnessed 100% month-on-month growth (BusinessStandard).Theopportunity to break away from the limitations of geographic boundaries wascedented. If there’s one perfect partner for you out there – what are thechances he or she will bump into you? The odds of that are much higher onlinerather than offline!

The Internet’slove bug bites

The internet age in India might have come adecade later than developed countries but now that it’s here, it’s taken thecountry by storm. With no apprehensions based on past experience, India hasjumped onto the online dating bandwagon as soon as dating apps launched in thecountry.

Worldwide, people spend about 90 minutes ina day browsing through dating apps (NY Times). That’s almost one-third of daily smartphone! Rest of the time people spend texting, socializing or gaming. Datingapps are extremely engaging as well – attracting people to log in close to 11imes in a single day.

Unfettered by traditional views, themillennials have contributed in a major way to the dating scenario in thecountry. They make up over a third of the user base of these apps. Combininghat with their spending power and dating can become a major shopping exercise– especially on Valentine’s Day! It’s no wonder that the e-commerce industrycelebrates India’s love for dating!

Youcan’t buy love – but you can buy gifts

So how pricy is the festival of love? Datafrom YS and TNS Research estimates revenue generated on Valentine’s Day aloneis 20 billion rupees, making it the 3rd largest shopping festival in thecountry. The festival is celebrated by everyone, couples – both married andried – as well as the single people out there.

The importance of this festival has notbeen lost on major e-commerce players. Week-long sales on their websites offermassive discounts across all major gifting categories such as soft toys,electronics and cards. Understanding the different drivers for each individualcustomer, and targeting them with campaigns for gifting ideas being brilliantlyorchestrated.

With deep level customer insights,ecommerce players can easily target an individual based on his or herrelationship status. Are you single? How about showing yourself some love bybuying that gadget you’ve always wanted? In a relationship? Show your partnerhow much she means to you with this jewellery set. Also, love comes inall shapes and sizes – don’t forget to show your parents how much you lovehem!

Datingneeds hearts – and wallets!

Gifting is as much a part of Valentine’s Day as it is of Diwali or Christmas. In fact, your relationship status might hinge on you buying your significant other a gift on this festival. A study shows that 53% of women break up with their boyfriends for not getting a gift on Valentine’s Day! This little titbit of insight has not escaped the notice of men who spend twice as much as women during the week leading up to 14th February (YS and TNS Research).

The world of dating has brought together technology, shopping and romance. While some might argue that online dating misses out on the opportunity of creating a meaningful connection which can happen only in person, the growth of dating apps say otherwise. The tech savvy millennials socialise, communicate and forge friendships online – so why not relationships as well?