In 1970, just 28 percent of American adults were single; today, the share is 47 percent, according to the Census Bureau.
That means an expanding target market, and it doesn’t include the unknown number of married people trolling the sites.
In a poll last October by the Pew Research Center, just 21 percent of Internet users agreed with the statement “people who use online dating sites are desperate,” an 8-point drop from the last poll in 2005.
Target marketing, changing demographics, and decreasing stigma about online dating are continually bringing new users to fore.
That growth is already beginning to attract investors.
And by 2018, more than 80 percent of the population will own a smartphone up from 46 percent in 2012, according to IBISWorld.
Langston says that for e Harmony, that’s meant users are checking in more often—six to twelve times a day instead of two or three.
Related: How Work Affects Your Love (and Sex) Life At the core of most companies’ growth plans is expanding mobile use.