In eight months using the service, Riccardo, who is 32 and works for an ad agency, has let eight visitors crash at his apartment, of whom he’s hooked up with five, for a 62 percent “success rate.” If you count the additional two who climbed into bed with him for a cuddle and then fell asleep, the percentage climbs even higher.
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.
Tinder, America’s fast-growing online-dating juggernaut, last week unveiled its first big branding partnership aimed at its core audience of millennial fling-seekers: a neon-drenched video-ad campaign hyping Bud Light’s mega-keg party, “Whatever, USA.” Meanwhile, over at Tinder’s less-youthful rival e Harmony, a recent ad saw its 80-year-old founder counseling a single woman besieged by bridesmaid’s invitations to take some time (and, of course, the site’s 200-question compatibility quiz) to find that special someone: “Beth, do you want fast or forever?
” Both companies are dominant forces in America’s .2 billion online-dating industry, which in the last few years has quickly become a bedrock of the American love life.
In an email interview, the site’s interim CEO Jen Billock told Business Insider that “members are ...
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