Ashley Madison, the largest dating website in the world for married people, was launched in Japan – the first Asian country to use the site that is called “the king of infidelity” by the international media.
The website had logged 230,000 visits and 70,000 members as of Thursday, only four days after its Japan launch, with members signing up faster than customer care could screen them, according to Noel Biderman, CEO of Avid Life Media, Inc., the company that brought Ashley Madison to Japan.
The company had targeted 100,000 members in the first month, and 1.2 million in the first year.
“This might be bigger here than in America,” Biderman said. “We totally underestimated the desire here,” as infidelity is an inevitability, as well as a cultural constant, according to him.
The website targets married people, especially women, looking for something “extracurricular,” Biderman added.
The marketing campaign “is clearly going to be around women, in a culturally sensitive way and yet in a way where it becomes viral,” he said. “We are going to position ourselves as a marriage-saving site, a social network for married people. I think they will understand that concept.”
As the website is created for married people, members are ensured secrecy and have the ability to completely erase their activity on the site if they want to.