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12-Apr-2020 05:05

En español | Like it or not, dating has gone digital.

As the stigma associated with online dating fades — and smartphone use rises — millions have turned to apps and sites such as Match, eharmony, Bumble and Tinder to find romance.

Three key findings emerge: (1) the use of mass segmentation, a strategy that combines elements of both mass marketing and market segmentation; (2) a strategic broadening of the boundaries of the older-adult niche; and (3) the use of deceptive advertising to attract users.

These findings suggest that older-adult dating sites are, in fact, engaging in pseudo-individualization.

AARP also provides advice on how to avoid romance scams. You have to seed yourself with that long-term optimism.

The reason: A combination of pre- and post-holiday breakups, New Year’s resolutions to find love and the countdown to Valentine’s Day.

With some dedication, it’s possible to become an in-demand dater.

“Many of my clients who are over 50 are going on two to three dates a week,” says dating coach and Dates & Mates podcast host Damona Hoffman. For those who have been on the sidelines, much has changed since the 1995 launch of

If you’re not comfortable with technology, learn the basics before trying online dating, says Tina Williams, a White Oak Library District outreach services manager who leads a monthly program called Dating Over 50 and teaches online dating classes for adults in her Illinois area.

“You don’t want to come across as not responding well if it’s just a technology issue,” she says.

“Peak season is the perfect time for naysayers and first-timers to join an online dating site,” she says.