Online dating for young adults

Today, nearly half of the public knows someone who uses online dating or who has met a spouse or partner via online dating – and attitudes toward online dating have grown progressively more positive.

To be sure, many people remain puzzled that someone would want to find a romantic partner online – 23% of Americans agree with the statement that “people who use online dating sites are desperate” – but in general it is much more culturally acceptable than it was a decade ago.

The share of 18- to 24-year-olds who use online dating has roughly tripled from 10% in 2013 to 27% today.Middle-aged Americans, 55 to 64, are now twice as likely to try looking for someone online since 2013.The technology also gained some users among 45-to-54-year-olds.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.

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