The dating industry has exploded in recent years with the advent and increased popularity of smart phones. While once it was viewed as a way for desperate singles to find a date, apps such as tinder have catapulted it into the mainstream. The dating industry is now worth $2 billion in the US alone while it is mostly popular among internet users between the ages of 18-29, with 30% saying they have used an internet dating app in the past year.

Technology has played a big part in the new dating landscape but what exactly has changed? Why are users happier using dating apps than ever before?

  1. Fun

Using dating apps isn’t a serious time investment anymore. Gone are the days of putting in a host of information about yourself and the ideal partner you want to find. Signing in with Facebook or a different social media profile puts paid to this. Users can create an account within a minute and start finding the one they’re looking for.

  1. Gimmicks

One of the fun aspects of dating apps are the new gimmicks that are brought to the table. No longer do you need to scroll through a list of profiles of people who will have no interest in you. Tinder introduced the swiping function to choose who you want to talk to while the newer dating app, Bumble, took it a step further and forces the girl to make the first move within the first 24 hours of matching. This was developed to counteract the common complaint of spamming. Another app on the market allows you to set up a profile for a friend to act as a wingman. The ways in which to find an “other half” seem endless.

  1. Success-rate

So, while the newer apps are fun and have plenty of different selling points, from apps purely for “geeks” to those that track if you cross paths in real life, the real attraction is that they can actually work. Collecting data over years has allowed the older apps to perfect their algorithms and people can use them in the hope that they will find someone they like.

While dating may seem like something that shouldn’t be taken too seriously, this is not the case for the businesses involved who can stand to make millions. The industry is growing worldwide, worth over $1 billion in China, and shows no sign of slowing down.