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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.
When Tinder last month rolled out its Tinder Plus upgrade, the service said it would charge singles over the age of 30 twice as much for the premium service, about a month.
But e Harmony has doubled down on its outreach to older, love-serious singles, preaching anew its “29 dimensions of compatibility” that they say have led to more than a million marriages nationwide.
Last year, the firm rolled out a live-matchmaker service, e H , that cost ,000, and the firm has invested in sites shifting its algorithm to other adult arenas, as in looking for the right job.
But the site that brands itself as “a different kind of relationship company” has seen its own challenges.
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?
In a February note to clients, Morgan Stanley analysts said the honeymoon period for Tinder’s “casual dating” wouldn’t last for long.“There are limits to the percentage of single people who will become active Tinder users and repeating ‘casual daters,'” Morgan Stanley analysts said in a February note to clients.“And in our view, Tinder is reaching those limits.” EHarmony has not shied away from its reputation as an overbearing matchmaker, slow but comprehensive, with long-term interests at heart.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.Along with key review factors, this compensation may impact how and where sites appear on the page (including, for example, the order in which they appear).Dating does not include listings for all dating sites.e Harmony is one of the most sophisticated sites in that it takes all the work out of finding that special someone. marriages, the site's compatibility-based matching system and serious user base are ideal for those seeking a lifelong partner. While e Harmony doesn’t provide matching search options for its users, the site’s layout is simple and easy to maneuver, with clearly-labeled sections to help you move from one page to the next.Once users complete a comprehensive personality test, e Harmony finds singles for you based on compatibility. An average of 542 members marry every day in the U. Registration does take about an hour to complete, but it’s well worth it because e Harmony processes your information quickly in order to provide you with the best match suggestions.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.It’s not clear that the young and perky are the best market for corporate matchmakers.