54s online dating
They put all their money on one variable: looks,” said e Harmony founder Neil Clark Warren, a grandfather of nine who’s been married for 56 years. It’s also become increasingly addictive: The average user checked the app 11 times a day, seven minutes at a time, the firm said in 2013. It is one of several dating sites in Inter Active Corp., the monolithic New York media conglomerate, which also owns Match.com, OKCupid and a heap of shallower dating pools, including Gen XPeople Meet.com, Divorced People and Little People Match alone has more than 2 million daters across North America, a third of whom are over the age of 50.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.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.
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.“Maybe it’s a gimmick, but it’s something that’s fun, that’s enjoyable, that doesn’t have that sort of weight that the former profile-focused matching sites had.” Like many Web startups, Tinder (motto: “It’s like real life, but better.”) has struggled to make money off its swelling audience.Its first big ad campaign, with Bud Light, was perhaps emblematic of what it can offer millennial-aimed companies: It will allow, as Tinder’s vice president of advertising Brian Norgard told Techcrunch, the dating app to “give that data back to our brands in a really valuable way.” But Tinder’s Plus pricing has also led to blowback for what skeptics called the service’s ageist ways: “I’m not desperate enough to keep using Tinder now that I know it considers me a dried up old hag,” wrote Dani Burlison, a 41-year-old single mother, in .Though the firm said subscribers are joining at faster rates and staying longer, analysts last year estimated e Harmony’s revenue growth had slowed to a crawl, and was still half that of the Match Group’s, the mix of Tinder, Match and OKCupid that brought in more than 0 million in the U. Many market-watchers have questioned the basic premise of e Harmony and other sites, which depend on long detailed profiles and dedicated algorithms.Economist Dan Ariely and other researchers have argued that online dating profiles rest on a fatal flaw: They show “searchable” attributes, like job or religion, while ignoring the key details of a dater’s personality: sense of humor, conversation style, etc.