Increasingly, niche dating apps cater to almost any characteristic you could think of – age, height, religion, occupation, things you like, things you hate, sexuality, race, and so on.
Dating apps also integrate with Facebook, allowing users to meet friends of friends who are single.
Even so, 23% of the people it surveyed thought those who use online dating sites are "desperate." Amid stronger competition, the overall direction of the industry is hazy at best.
Some online-dating leaders suggest that it lies in more real-time data, knowing exactly who is around you at all times, or making communication more visual with photos, GIFs and quick, Snapchat-like videos.
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The industry has not attracted more than US0mil (RM444.80mil) in venture funding in any single year since 2010, when dating apps began migrating to phones and becoming more commonplace, according to data from CB Insights.
Selectivity helps, said Alex Rosen, managing director at IDG Ventures, which invested in the League, a dating service from San Francisco that verifies that its users, primarily professionals, are who they say they are.
"Instead of someone having 50 matches, they have five, and they'll likely end up dating one of those five seriously.
"These days, you can get out of the gate so quickly.
For many people, online dating is a means to an end.