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In fact, people over 50 are one of the fastest growing segments.“It’s a product of the growing normalcy of using social media apps,” says Moira Weigel, author of “Labor of Love: The Invention of Online Dating” (Farrar, Straus & Giroux, 2016).You can find the right person more effectively by choosing the right site, which means determining the demographics it caters to and figuring out whether a large or niche site will best serve your needs.

Collectively, we spend huge sums of money on matchmaking, not to mention all the time and substantial emotional investment. Given that we usually rate products (like refrigerators) and services (like banking), this is new and fairly unusual territory for us.

But as we explored the possibility of taking on this investigation, we discovered that 20 percent of our subscribers are either divorced or have never married, and might benefit from what we found.

D., a junior fellow in economics at Harvard University.

In other words, there’s no incentive for them to make the experience speedy.

And we found that the free sites generally did marginally better than the paid ones, presumably because they offer a better value.

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