The Change Mariner

Love American Syle: Explosion of Online Dating

New York Times:

...In the first half of 2003, Americans spent $214.3 million on personals and dating sites -- almost triple what they spent in all of 2001. Online dating is the most lucrative form of legal paid online content. According to comScore Networks, which monitors consumer behavior on the Internet, 40 million Americans visited at least one online dating site in August -- 27 percent of all Internet users for that month. The sites they visited range from behemoths like Yahoo! Personals and Match.com, which boasts 12 million users worldwide, to smaller niche sites catering to ethnic and religious groups and to devotees of such things as pets, horoscopes and fitness. In between are midsize companies like Spring Street Networks, which pools the personals ads for some 200 publications nationwide, including Salon.com, the Onion and Boston Magazine, and sites like Emode and eHarmony, which specialize in personality tests and algorithms for matching people. A recent entrant, Friendster, conceived of as a site for dating and meeting new people through mutual friends, has become a raging fad among the younger set and now claims more than three million members.

The societal reasons for this fury of activity are so profound that it's almost surprising that online dating didn't take off sooner: Americans are marrying later and so are less likely to meet their spouses in high school or college. They spend much of their lives at work, but the rise in sexual harassment suits has made workplace relationships tricky at best. Among a more secular and mobile population, social institutions like churches and clubs have faded in importance. That often leaves little more than the ''bar scene'' as a source of potential mates. (Many single people I spoke to saw this as their only option, aside from online dating.)

Improved technology -- namely, the proliferation of broadband and the abrupt ubiquity of digital cameras -- partly explains online dating's surge in popularity. More critical still is the fact that the first generation of kids to come of age on the Internet are now young adults, still mostly single, and for them, using the Web to find what they need is as natural as using a lung to suck in air. They get jobs and apartments and plane tickets online -- why not dates?