While some online dating platforms fit neatly into niches, others cast a wide net for the hearts of every single person in America.Take Tinder, the wildly popular dating app in which users “swipe right” to note interest in someone, or “swipe left” to reject them.Then, in 2003, the company started airing its first radio ads.The ads featured real couples talking about how they met on e Harmony.Melanie Shreffler, senior editorial director of “The Cassandra Report” by Engine Group, which looks at emerging trends and youth behavior of people ages 14 to 34, found that platforms are looking to give a more realistic experience to win over more users.
The stigma of meeting your soulmate through a website is dwindling by the day, experts say, especially for millennials and Generation Z.
According to Brooks, Tinder’s explosive popularity changed the face of internet dating with its launch in 2012.
The app grew from college campuses, Brooks says, as the company used a marketing program to entice “campus connectors” (or the “popular kids,” as he deemed them) to spread the word. “It’s such a hotbed on campuses that you can get these things to take off on campus with the right story and the right product. It’s one of the few dating apps that’s truly sharable.
Reports say there are anywhere from 2,500 to 8,000 online dating platforms worldwide, all with their own unique claim or angle to attract users.
Pew Research Center reports that while few users were online dating in 2005, 15% of all Americans have used online dating sites or apps at some point as of 2015. Pew also recently reported that the share of 18-to-24-year-olds who use these platforms has nearly tripled from 10% in 2013 to 27% today.