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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.
As anyone who's ever been on a blind date knows, you're much more relaxed when you're not psyching yourself up for what's to come.
Instead, walking into an assumedly non-romantic situation allows potential connections to flourish more organically (see: "It was a lot different because there were no expectations," said Maggie, 24, when comparing her unsuccessful Ok Cupid experience to meeting her current long-term boyfriend at a mutual friend's party.
After all, he or she is hanging out with both of you already.
Chances are people in the same social circle share similar interests and values, which, despite the appealing adage "opposites attract," is proven to be key for establishing common ground early on in a relationship and Meeting in a natural, social way is also less stressful.
Sheila Philips from Scotland and Kevin Stephenson from Greater Manchester met on a multiple sclerosis community board and married in 2003.
Louise Wright, 29, then of Bristol, met her partner through a dating service for people interested in horses.
GWI's data suggests that Tinder Plus could become a good money-spinner for the company, which is owned by the online dating giant Match.
The research also shows, unsurprisingly, that Tinder's users are a relatively young crowd, with 38% aged between 16 and 24, and 45% between 25 and 34.
Thirteen percent are aged 35 to 44, 3% are 45 to 54, and 1% are 55 to 64 — though if reports in late 2014 that Tinder had 50 million active users were true, that would still indicate half a million people in that oldest age category surveyed.
New research shows that more and more couples are meeting online and marrying.
In the US, a University of Chicago study shows that more than a third of those who married between 20 met online, up from 19 per cent just five years ago.
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.