Plenty of Fish (POF) brand profile U.S. 2023

How high is the brand awareness of Plenty of Fish (POF) in the U.S.?
When it comes to online dating users, brand awareness of Plenty of Fish is at 66 percent in the U.S. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Plenty of Fish in the U.S.?
In total, 18 percent of U.S. dating service users say they like Plenty of Fish.

What is the usage share of Plenty of Fish in the U.S.?
All in all, 18 percent of dating service users in the U.S. use Plenty of Fish.

How loyal are the users of Plenty of Fish?
Around 13 percent of dating service users in the U.S. say they are likely to use Plenty of Fish again. Set in relation to the 18 percent usage share of the brand, this means that 72 percent of their users show loyalty to the brand.

What's the buzz around Plenty of Fish in the U.S.?
In November 2023, about 12 percent of U.S. dating service users had heard about Plenty of Fish in the media, on social media, or in advertising over the past three months.

Plenty of Fish (POF) brand awareness, usage, popularity, loyalty, and buzz among dating service users in the United States in 2023

Characteristic	Share of respondents
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Number of respondents

538 respondents

Age group

18-64 years

Special properties

respondents who use dating services

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to dating services, which of the following brands do you like?
Brand usage: When it comes to dating services, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to dating services, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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