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Nearly six-in-10 college graduates (58%) know someone who uses online dating, and nearly half (46%) know someone who has entered into a marriage or long-term partnership with someone they met online. Online dating is like shopping on Amazon rather than wandering aimlessly around a shopping mall.

“The economics of looking for a partner are very similar to finding a job,” Oyer says.

Online dating is a good way to find a soulmate for boomers and seniors who are single, divorced or widowed.

My introduction to online dating was a friend telling me I could find love if I joined an online dating site.

That makes them a prime target market for dating sites, and with good reason.