The Matchmaking market in Armenia is experiencing steady growth due to changing customer preferences and the increasing popularity of online dating platforms.
Customer preferences: Armenian customers are increasingly turning to matchmaking services to find their ideal partners. This shift in preference can be attributed to several factors. Firstly, the younger generation in Armenia is more open to the idea of online dating and matchmaking, as they are more tech-savvy and comfortable with using digital platforms to meet new people. Additionally, traditional matchmaking methods, such as arranged marriages, are becoming less common, leading to a greater demand for alternative ways to find compatible partners.
Trends in the market: One of the prominent trends in the Armenian matchmaking market is the rise of online dating platforms. These platforms provide a convenient and efficient way for individuals to connect with potential partners, offering features such as profile matching algorithms and messaging systems. The popularity of these platforms is driven by their ability to cater to a wide range of preferences and interests, allowing users to filter potential matches based on criteria such as age, location, and hobbies. Furthermore, the COVID-19 pandemic has accelerated the adoption of online dating platforms, as people have been unable to meet potential partners in traditional social settings.
Local special circumstances: Armenia's conservative cultural norms and traditional gender roles have influenced the matchmaking market in the country. While online dating platforms are gaining popularity, there is still a preference for more traditional methods of matchmaking, such as introductions through family and friends. This is particularly true in rural areas, where traditional values and customs are more deeply ingrained. However, even in these areas, there is a growing acceptance of online dating as a viable option for finding a partner.
Underlying macroeconomic factors: Armenia's growing economy and increasing urbanization have contributed to the development of the matchmaking market. As the country becomes more prosperous, individuals have more disposable income to spend on dating services. Additionally, the migration of young people from rural areas to cities has created a larger pool of potential users for matchmaking platforms. These factors, combined with the widespread availability of internet access and smartphones, have created favorable conditions for the growth of the matchmaking market in Armenia.
Data coverage:
The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.Modeling approach / Market size:
Market sizes are determined through a bottom-up approach, building on predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.Additional notes:
The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.
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