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Maybe they should have tried to buy Grindr instead. It's a "location-based mobile app" better known as the app straight people are jealous of.
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.
Outgoing CEO and Diller successor Greg Blatt says they're one of the biggest advertisers on Facebook. (Debatable.) Match's attempts were cosmetic at best because usernames are in direct conflict with the social graph.
In fact Barry Diller says Match just can't get enough of Facebook ads.