A study conducted by Pew Research recently answered the question on “Who is using online dating apps and websites”.

The trend is clear. Online dating is a firm fixture in our daily lives, it is still growing, and it is being used by people of all age groups. Overall, online dating has increased by 36% in just two years. To also confirm the obvious, millennials (18-34) are using  online dating services more than their parents.

Pew Research Center report '15% of American adults have used online dating services or mobile dating apps'. Credit: Pew Research Center

A surprising find within the data is the rise in interest in online dating among older adults – increasing by almost two-thirds in the 45 -54 age group. Similarly, 56 to 64 year olds’ use of online dating services doubled.

The future of online dating does present interesting possibilities in terms of the future of social standing – could it prevent divorce? It’s clear that millennials are turning to the Internet to find love more than previous generations. Several online dating services  argue that you are more likely to find a suitable companion online because you have a wider pool of people to choose from. This teamed with analytics enables you to find people who best fit your personality. If that’s the case, could we expect to see millennials enjoying a lower divorce rate than their parents? Quite possibly, however on the other hand, the ease of online dating could increase infidelity rates which is a key driver for over 40% of divorces.

With this huge surge of new demographics now using online dating services – could brands potentially get involved? Check back later this week where I will take a look at what is possible and what other brands have done to tap this market.

Statistics taken from Forbes