MEDIA LIFE MAGAZINE -- Increasingly dating sites report a surge in silver singles, 50-plus. Indeed, they say it’s now their fastest-growing demographic and the most lucrative. “Fifty-plus daters generate more subscriptions than younger daters, and they are more likely to subscribe for a longer period of time,” says Maida Goodman, spokesperson for Match.com, where 23% of subscribers are over 50, more than double the number two years ago. A survey last year by AARP found that 70% of single baby boomers said they dated regularly (on or offline). At TRUE, the 50-plus set membership is up 178% in 2006 and accounts for almost 10% of membership. Nielsen//NetRatings show 54% of the people who went to MSN Dating & Personals (powered by Match.com) in the month of February were 45+ years old.
Site Unique Audience Composition (%) Unique Audience (000)
TRUE 44,76 1,367
American Singles 43.83 706
Match.com 43.32 1,871
Yahoo Personals 41.46 2,238
MSN Dating & Personals 39.7 1,097
eHarmony 38.74 577
Mate1.com 35.25 641
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