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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).

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The result is a highly technical and optimised industry focused on one simple target: growing user bases.

In the US alone, the online dating industry generates over $2bn a year, and according to HTC a staggering quarter of the UK population using smartphones has admitted to having a dating application installed on their phone.

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.

Despite your views on the morality or professionalism of the industry (views that I will happily counter), the size and potential of the sector cannot be denied or ignored.