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One in 10 adults now average more than an hour every day on a dating site or app, Nielsen data show.
Yet for all their growth, the companies have staggeringly different ideas of how American daters can find their match — and how to best serve different generations.
Two-thirds of the singles and fling-seekers in America's online-dating market are older than 34, IBISWorld data show.
Pew Research surveys show 45-to-54-year-olds in America are just as likely to date online as 18-to-24 year olds, either because they're divorced or far from the easier dating scenes of college campuses and first jobs.
Tinder, America's fast-growing online-dating juggernaut, last week unveiled its first big branding partnership aimed at its core audience of millennial fling-seekers: a neon-drenched video-ad campaign hyping Bud Light's mega-keg party, "Whatever, USA."Meanwhile, over at Tinder's less-youthful rival e Harmony, a recent ad saw its 80-year-old founder counseling a single woman besieged by bridesmaid's invitations to take some time (and, of course, the site's 200-question compatibility quiz) to find that special someone: "Beth, do you want fast or forever?
"Both companies are dominant forces in America's .2 billion online-dating industry, which in the last few years has quickly become a bedrock of the American love life.
Louis blends together like the roaring Mississippi and Missouri rivers, with historic museums, diverse specialty shopping, electrifying sports, and flavorful Midwestern cuisine. Louis can be an adventure when you connect with compatible singles that share your passions and interests. • Romance flows along with oaky wines and conversation at The Boathouse Restaurant. Louis who registered with e Harmony are looking for something more substantial than 'just another date'.
The site uses your profile to personalize the matches that it delivers to you.
It also offers a high level of search customization; the Mutual Match function, for example, allows you to find people who are looking for someone like you.
How to get the most of a dating website: If you’re just starting out on your dating journey, looking for helpful tips and advice or simply curious about dating you’ve come to the right place!
We have expert bloggers and articles covering the steps you’ll take, questions, date ideas, conversation tips and much more to help you along the way.
Tinder shook up the dating world, known for its long personality quizzes and profile-based matchmaking, with its ego-boosting, hook-up-friendly, mobile flirting app: Two daters are presented with each other's photos, and if (and only if) they both like what they see and swipe right, the service hooks them up with a chat box, where the daters can take it from there.