The number of US adults searching for that special someone online has more than doubled over the past five years, from 2.7 million in 2009 to 5.6 million in 2014, according to October 2014 research by GfK MRI. Despite strong growth, this still amounted to just under 2.4% of those 18 and older.
To make the most of advertising to this small, mate-seeking group, advertisers need to know who they’re targeting. While males and females were relatively even in usage, with the former grabbing a slightly larger share, usage varied much more across ages. Older millennials—24- to 34-year-olds—represented the biggest portion of users, accounting for nearly three in 10. Their younger counterparts—those ages 18 to 24—followed, at 22.0%, pushing Millennials’ portion of online daters to half.
In terms of race, whites accounted for the large majority of online daters, at two-thirds. Users were also most likely to never have been married (51.3%), though divorced, legally separated and widowed adults accounted for a relatively large 36.8%. Read the rest at eMarketer.