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    “If I’m not forced to make that decision, then I won’t. ’” Benchers will tell you that their behavior is a way to put a relationship on hold, to hit pause before deciding how they really want to play it. The Northern California Athletic Conference was dissolving in the late 1990s. All of which is why, one recent Saturday afternoon, I signed up to two websites: Girlfriend Social (girlfriendsocial.com) and Citysocializer (citysocializer.com). You create a profile by uploading a photo, writing a biography and filling in your age and location. You can ‘add’ people who appeal, and send messages inviting them to meet. Relatively new to the UK, ‘friendship dating’ is all the rage in the US. As we grow up and settle into routines, opportunities to meet new people become scarcer.


    Official online dating statistics

    Some have argued that Tinder’s model — of love (or lust) at first swipe — is actually closer to the future of online dating not just for young singles, but for daters of all ages. Finkel, a Northwestern University psychology professor who has studied online dating, has called superficiality “Tinder’s greatest asset,” arguing that the service is actually closer than profile matchmaking to that old style of dating: catching someone’s eye and, knowing nothing about their background, feeling a sense of attraction from across the room.

    Making a profile by answering hundreds of questions was once a necessary move to bring legitimacy to online dating.

    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.

    “It was—unbelievably—not a crazy experience.” Online dating has certainly lost its lonely-hearts stigma.

    Just look at how many people seeking dates or mates are flocking to matchmaking sites and apps.

    Last year, the firm rolled out a live-matchmaker service, e H , that cost ,000, and the firm has invested in sites shifting its algorithm to other adult arenas, as in looking for the right job.

    But the site that brands itself as “a different kind of relationship company” has seen its own challenges.

    Match alone has more than 2 million daters across North America, a third of whom are over the age of 50.

    “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 .

    The service has spent more than

    Match alone has more than 2 million daters across North America, a third of whom are over the age of 50.

    “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 .

    The service has spent more than $1 billion in advertising in recent years, largely on TV ads for older audiences far removed from Tinder’s dating pool.

    “The Tinder thing is very exciting, because they’ve caught the attention of young people in America, but the only thing that’s wrong with it is what’s been wrong with dating for a thousand years. I have presided over the funerals of more marriages than any psychologist, and it is miserable.” Surrounded by rivals like Hinge, Zoosk and Wyldfire, Tinder has nevertheless tripled its user base since the start of 2014 and now reaches more than 3 percent of all active American cell-phone users, an analysis from 7Park Data shows.

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    Match alone has more than 2 million daters across North America, a third of whom are over the age of 50.“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 .The service has spent more than $1 billion in advertising in recent years, largely on TV ads for older audiences far removed from Tinder’s dating pool.“The Tinder thing is very exciting, because they’ve caught the attention of young people in America, but the only thing that’s wrong with it is what’s been wrong with dating for a thousand years. I have presided over the funerals of more marriages than any psychologist, and it is miserable.” Surrounded by rivals like Hinge, Zoosk and Wyldfire, Tinder has nevertheless tripled its user base since the start of 2014 and now reaches more than 3 percent of all active American cell-phone users, an analysis from 7Park Data shows.

    billion in advertising in recent years, largely on TV ads for older audiences far removed from Tinder’s dating pool.

    “The Tinder thing is very exciting, because they’ve caught the attention of young people in America, but the only thing that’s wrong with it is what’s been wrong with dating for a thousand years. I have presided over the funerals of more marriages than any psychologist, and it is miserable.” Surrounded by rivals like Hinge, Zoosk and Wyldfire, Tinder has nevertheless tripled its user base since the start of 2014 and now reaches more than 3 percent of all active American cell-phone users, an analysis from 7Park Data shows.

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