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To be sure, many people remain puzzled that someone would want to find a romantic partner online – 23% of Americans agree with the statement that “people who use online dating sites are desperate” – but in general it is much more culturally acceptable than it was a decade ago.
Online dating has jumped among adults under age 25 as well as those in their late 50s and early 60s.
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The share of 18- to 24-year-olds who use online dating has roughly tripled from 10% in 2013 to 27% today.
Online dating use among 55- to 64-year-olds has also risen substantially since the last Pew Research Center survey on the topic.
One-in-five online daters have asked someone else to help them with their profile.
Many online daters enlist their friends in an effort to put their best digital foot forward.
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It all comes down to peoples' increasing willingness to try out online dating, Mark Kelley, an analyst with Nomura Instinet, said in an note to clients Friday.
It’s his first research published on Match Group — the company behind Tinder, OKCupid, Hinge, , and a slew of other singles sites — where he's easily the most bullish analyst, with a price target for the stock — 28% above where shares settled on Thursday.
"Roughly half of internet users are single, and we estimate 20% of them will be willing to use online dating products by 2020 (up from 15% in 2015), which equates to ~310 million people globally (excluding China)," Kelly said.
"We believe that Match will remain the clear leader in dating for the foreseeable future, as Tinder growth continues, other brands continue to evolve, and as Hinge reaches scale." Hinge is Match Group's most recent portfolio addition after buying a 51% stake in the app in June, with the option to buy the company outright over the next year.