FORTUNE - May 18 - Like we've seen in other media industries, online dating is going through its fragmentation and diversification phase. New technologies typically do not replace old technologies - at least not immediately. People tend to adopt new media while continuing to use their favorite "old" media. The same goes for the online dating marketplace. Online daters can choose to use both Facebook and Tinder. The average online dater belongs to 2.4 dating sites or apps, according to the research firm ReportLinker. "This is going to be for building real, long-term relationships, not just hookups," Zuckerberg explained at F8. More than a third of online daters aren't looking for love. The same ReportLinker survey found that 34% of them are just hoping for a hookup.