Growing online dating community
And the offer is widening: matchmaking, niche dating, social dating, dating apps, and online personals, are all examples of new products that have been launched in recent years. The subscription-based model is the preferred business model of some of the largest sites.
Digital technology and smartphones in particular have transformed many aspects of our society, including how people seek out and establish romantic relationships.
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 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.
When we first studied online dating habits in 2005, most Americans had little exposure to online dating or to the people who used it, and they tended to view it as a subpar way of meeting people.
Today, nearly half of the public knows someone who uses online dating or who has met a spouse or partner via online dating – and attitudes toward online dating have grown progressively more positive.
In addition, older adults have also discovered the benefits of online dating services to connect with other people; and today they represent a significant segment of the online dating market.
For instance, one in ten Americans have used an online dating site or mobile dating app; 66% of these users have gone on a date with someone they met through a dating site or app, and 23% have met a spouse or long term partner through these sites (1).
Back then, not everyone acknowledged the benefits of this activity, which was perceived as a rather impersonal way of finding love.
In recent years, a new generation of tech savvy individuals has emerged, which regularly uses devices to keep in touch with their friends and relatives, as well as for access to online dating sites or apps.
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After taking off on college campuses, Tinder now boasts 26 million matches a day, and its leaders have invested heavily in maintaining its reputation as a hook-up haven for young people.