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Tinder, America’s fast-growing online-dating juggernaut, last week unveiled its first big branding partnership aimed at its core audience of millennial fling-seekers: a neon-drenched video-ad campaign hyping Bud Light’s mega-keg party, “Whatever, USA.” Meanwhile, over at Tinder’s less-youthful rival e Harmony, a recent ad saw its 80-year-old founder counseling a single woman besieged by bridesmaid’s invitations to take some time (and, of course, the site’s 200-question compatibility quiz) to find that special someone: “Beth, do you want fast or forever?
” Both companies are dominant forces in America’s .2 billion online-dating industry, which in the last few years has quickly become a bedrock of the American love life.
With the industry expected to grow by another $100 million every year through 2019, analysts say the dating game is increasingly becoming a battle of the ages, with both sides hoping their age-based gambles yield the most profit from those looking for love.
It’s not clear that the young and perky are the best market for corporate matchmakers.
Two-thirds of the singles and fling-seekers in America’s online-dating market are older than 34, IBISWorld data show.
New studies say online dating is not only an efficient way of finding your would-be spouse, but also more cost-effective than the old-fashioned methods of seeking out love. And now, according to market strategists at Converg Ex Group, a New York-based global brokerage company, online data can also save a person thousands of dollars.
Researchers tell us about one-third of new marriages in the U. The Converg Ex folks, using data from statisticbrain.com, note the average courtship time for “off-line,” traditional dating ahead of a marriage runs around 42 months – or two years longer than the 18.5-month, average dating-to-marriage cycle for people who meet online. Related: The Economics Of Valentine's Day: The Money Behind The Love “At a conservative estimate of one date per week and a cost of $130 per date – $100 for a meal and drinks at a nice restaurant, plus $30 for two movie tickets and popcorn – the dating phase prior to an offline marriage runs up a $23,660 tab,” Converg Ex said.