The biggest threat to eHarmony and other paid dating sites is the free dating sites that are the newest entrants into the market. These sites do not have major restrictions to joining and do not necessarily do the match-making for their members. According to Harvard Business School study, very many people subscribed to such sites. This trend was exemplified by the rise of “Plenty of Fish” in 2007 to become the most frequently visited in Canada and the UK and 4th in the US
The threat posed by substitute products:
Apart from Match other free sites are coming up all over the internet that make it difficult for paid online sites to retain members. People are opting for the most personalized yet free online sites instead of having to pay for similar services on paid sites. However these users are more of the casual daters; but those seeking serious relationships continued their subscription to eHarmony.