Digital technology and smartphones in particular have transformed many aspects of our society, including how people seek out and establish romantic relationships.
Today, 12% of 55- to 64-year-olds report ever using an online dating site or mobile dating app versus only 6% in 2013.
There are countless reasons why it’s hard for college students to meet new people.
For example, the creators of Date My first got their idea for the site after their female friends complained that they were spending most of their time with other students enrolled in the school of social work, most of whom were women.
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.