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Two-thirds of the singles and fling-seekers in America’s online-dating market are older than 34, IBISWorld data show.Pew Research surveys show 45-to-54-year-olds in America are just as likely to date online as 18-to-24 year olds, either because they’re divorced or far from the easier dating scenes of college campuses and first jobs.“Maybe it’s a gimmick, but it’s something that’s fun, that’s enjoyable, that doesn’t have that sort of weight that the former profile-focused matching sites had.” Like many Web startups, Tinder (motto: “It’s like real life, but better.”) has struggled to make money off its swelling audience.

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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 $2.2 billion online-dating industry, which in the last few years has quickly become a bedrock of the American love life.

The first prominent online dating site was Match.com, which launched in 1995.

e Harmony started in 2000, Ok Cupid in 2004, and more recently, a wave of mobile people-swiping apps, like Tinder and Hinge, have become wildly popular.

“There are limits to the percentage of single people who will become active Tinder users and repeating ‘casual daters,'” Morgan Stanley analysts said in a February note to clients.