Ages 45 to 50 online dating
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.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.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.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.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?
Making a profile by answering hundreds of questions was once a necessary move to bring legitimacy to online dating.
“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.
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.