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The service has spent more than $1 billion in advertising in recent years, largely on TV ads for older audiences far removed from Tinder’s dating pool.
“The Tinder thing is very exciting, because they’ve caught the attention of young people in America, but the only thing that’s wrong with it is what’s been wrong with dating for a thousand years. I have presided over the funerals of more marriages than any psychologist, and it is miserable.” Surrounded by rivals like Hinge, Zoosk and Wyldfire, Tinder has nevertheless tripled its user base since the start of 2014 and now reaches more than 3 percent of all active American cell-phone users, an analysis from 7Park Data shows.
They put all their money on one variable: looks,” said e Harmony founder Neil Clark Warren, a grandfather of nine who’s been married for 56 years. It’s also become increasingly addictive: The average user checked the app 11 times a day, seven minutes at a time, the firm said in 2013. It is one of several dating sites in Inter Active Corp., the monolithic New York media conglomerate, which also owns Match.com, OKCupid and a heap of shallower dating pools, including Gen XPeople Meet.com, Divorced People and Little People
Match alone has more than 2 million daters across North America, a third of whom are over the age of 50.
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?