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.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.“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.
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.
This fact in turn is well-known to police and the political powers, who, where prostitution is illegal, usually prefer to act against more visible and problematic street prostitution.
This has been criticized as hypocrisy, especially where governments license and tax the escort agencies.
“The young ‘uns can have it.” The company defended the pricing structure as aimed at accommodating younger “budget-constrained” daters, but analysts have questioned just how many singles will pay up to find an online match.
In a February note to clients, Morgan Stanley analysts said the honeymoon period for Tinder’s “casual dating” wouldn’t last for long.