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    Internet dating service industry

    When it comes to finding love, "there's a lid for every pot," as the saying goes.

    These days, online dating makes it easier than ever to find your "lid." While dominated by big name, mass audience sites, like and e Harmony, a growing number of niche sites are finding success targeting singles looking for something very specific.

    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.

    Of course there are sites aimed at specific religious or ethnic groups, but there are also those who aim to match couples with very specific interests.

    The Passion Network, for example, is a small empire of 250 dating hubs like Thanks to the growth of such sites, the industry has expanded at 3.5 percent a year since 2008 — right through the recession — to become a .1 billion powerhouse.

    In recent years, a new generation of tech savvy individuals has emerged, which regularly uses devices to keep in touch with their friends and relatives, as well as for access to online dating sites or apps.One in 10 adults now average more than an hour every day on a dating site or app, Nielsen data show.Yet for all their growth, the companies have staggeringly different ideas of how American daters can find their match — and how to best serve different generations.The growth is fueled by a high profit margin, a low (but increasing) barrier to entry and a falling social stigma against meeting your mate online.In fact, recent studies commissioned by online dating sites show that as many as 30 percent of newly married couples first met through the click of a mouse.

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