Analysis of 9 000 reviews shows that Zoosk seems to believe in ‘words are not enough’, so why bother?

Zoosk is a dating app that wants to help people to connect. The question is how free users are going to find people to talk to, with so many restrictions.

Why do we say this?

The topic “message restrictions” occurred in 21% of the reviews and has an average grade of 1,56 / 5. This is lower than the overall average grade of 1,77 / 5 for the project. Some users complained that they had to pay for a subscription to be able to read and send messages. It was also mentioned that some had suspicions about messages being sent to them, actually were from a chatbot. Several users had noticed that when wanting to cancel their membership, due to not receiving any messages, suddenly they received messages.

This leads us to the topic “priceworthy” that has an average grade of 1,49 / 5 and occurred in 32% of the reviews. As mentioned before, some users claimed that they don’t see the point of wasting money only to read messages. Some would even suggest using other free dating sites that they claim are better.

The topic “membership” occurred in 9% of the reviews and has an average grade of 1,55 / 5. Some users complained about the subscriptions being too expensive. It was also mentioned that apart from the membership fee there are also additional costs. For instance, the app keeps pushing for more upgrades.

If you found this analysis interesting, you might also be interested in our analysis of Tinder!
If you found this analysis interesting, you might also be interested in our analysis of Ashley Madison

Conclusion and suggestions

It seems that Zoosk may need to make some changes when it comes to their membership. They could also try to limit the restriction to some degree when it comes to free users. It may be that they need to research other dating apps and competitors even more. This is to see if there’s anything beneficial in having as many restrictions as they have.

They could either reduce the membership fee or, let free users view and send a limited number of messages per day. It may be that free users who are messaging a lot back and forth or have a lot of people they talk to, see the perks of paying for a membership. The key here could be that, once free users find someone interesting to talk to, then they will want to use the app even more. But if they don’t have the opportunity to even chat with someone, they may never reach that point.

The research team at Gavagai performed this analysis using our AI-powered text analysis tool, Gavagai Explorer. All texts analyzed in this article are collected from public online data published on Google Play Store.

Want to try this kind of analysis on your own data?

Gavagai Explorer is free to try (no credit card needed) and works in 46 languages.

Book a demo to find out more!