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It’s too simple to say that, once, college students met each other in person.

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Ten years later, that belief is held by less than one-fourth of the population.The decreasing stigma surrounding online dating will lead to increased adoption and new opportunities for marketers.“It was—unbelievably—not a crazy experience.” Online dating has certainly lost its lonely-hearts stigma.Just look at how many people seeking dates or mates are flocking to matchmaking sites and apps. Where people once cast their nets far and wide looking for romance, dating apps have scooped up and hand-delivered romantic connections for everyone’s convenience.

The convenience of online dating paired with the universal pursuit of love has made dating websites and apps extremely popular platforms with large user bases and plenty of marketing opportunities.

According to a 2015 study by the Pew Research Center, 15 percent of American adults have used online dating sites (web-based platforms like Match.com) and/or dating apps (location-based smartphone apps like Tinder).

Participation by those 18 to 24 has almost tripled since 2013, and boomer enrollment has doubled.

Fifteen percent of Americans have now used a website or app to look for a romantic partner; three years ago, only nine percent had.

As it happens, the only group which has taken to online dating at a rate like very young adults have been older adults.

That’s the most interesting result from a Pew Research Center survey released Thursday on Americans’ online-dating habits.