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).
For those actively looking for a relationship (or at least no-strings fun), there is no shortage of websites available, from straight up dating sites like OKCupid, e Harmony and Match to niche communities like Tastebuds (music matching), JDate (for Jewish singles) and even the eyebrow raising Clown Passions (you can guess).
While these sites vary in terms of features and cost, the basic setup is the same each time: you create a profile, upload a picture and then send out messages to those who seem your type.
In the UK, it is worth £300m a year and, according to the UK’s Online Dating Association (ODA), ‘’. These sites differ in terms of their number of users, their user characteristics, geographic coverage, and in their business models.
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.
Just today, nine million Britons will log on looking for love.