Despite traditionally being the least significant market for the dating industry, it seems that baby boomers could be its future. An aging population and the increase in the use of technology are opening the world of online dating to seniors in the pandemic world.
The industry is expected to grow by 2.3% a year over the next five years. Youth keep being the fastest-growing consumer demographic, but baby boomers will be the growth engine given that the industry revenue comes from paid subscriptions which young consumers generally avoid.
Although some beginners may have difficulties finding their way around new technologies, there are dating sites for seniors that offer a safe environment for starting. Furthermore, these platforms cater to a specific age group, so it’s easy for seniors to find someone their own age.
Dating apps such as eHarmony and RSVP are already adapting their business strategies and marketing plans to target senior citizens. The main premise is that no one is too old to stop finding love in their life.
Relationship experts agree that the main difference between the young and the old on dating platforms is that adults are more likely to be searching for a partner — a stable, committed relationship.
This is the main reason that RSVP is investing heavily into new algorithms to give seniors better, i. e. more serious matches. The company’s CEO says that most singles on their platform are over 40, while users over 55 have been their most prominent demographic of new users over the last year.