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.With the industry expected to grow by another 0 million every year through 2019, analysts say the dating game is increasingly becoming a battle of the ages, with both sides hoping their age-based gambles yield the most profit from those looking for love.
We refer to these individuals throughout this report as “online daters,” and we define them in the following way: Taken together, 11% of all American adults have done one or both of these activities and are classified as “online daters.” In terms of demographics, online dating is most common among Americans in their mid-20’s through mid-40’s.
When you fill out your profile and start searching through the 30 million members, you can set your preferred age range, and Match will deliver at least five compatible matches to you every day.
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?
And 38% of Americans who are single and actively looking for a partner have used online dating at one point or another.
Compared with eight years ago, online daters in 2013 are more likely to actually go out on dates with the people they meet on these sites.