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Once confined to particular times and places, dating can extend everywhere and anywhere.Not all countries and classes are adopting online dating at the same rate or in the same way.Tinder has 3.8m paying subscribers; a number of its founders and early employees are suing Match on the basis that it had intentionally undervalued the company to avoid making big payouts.Although Tinder has a clear lead, there are competitors in America, such as Bumble, set up by one of Tinder’s founders after leaving the company, and around the world, all seeking to sell themselves on some refinement or other. Users of many dating apps already link to their Facebook accounts to show who they are; a dating app that knew all that Facebook knows would have a powerful edge if it could use it well—and if users did not balk at the idea in a post-Cambridge Analytica world.

Screenshots of possible partners fly back and forth over Whats App and i Message.Today dating sites and apps account for about a sixth of the first meetings that lead to marriage there; roughly the same number result from online encounters in venues not devoted to such matters.As early as 2010 the internet had overtaken churches, neighbourhoods, classrooms and offices as a setting in which Americans might meet a partner of the opposite sex.Last year saw a rare Indian tech-sector IPO when raised 500 crore rupees (m) to help it target the marriage market.In countries where marriage is still very much in the hands of parents, today’s apps offer an option which used hardly to exist: casual dating.

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