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Winchester, for instance, argues that they “.” A 2015 and Ipsos ASI study indicates that there are 12.7 million singles in the UK .This is a sizeable proportion of the 40.2 million people between 18 and 65 years old living in the UK.George Kidd argues that “.” Some provisions of the Code that ODA members must comply with, for instance, are to offer online cancellations as a right; or not to create fake profiles to stimulate activity.Interestingly, the association and ODA members also work with the police on public safety issues. The future of online dating Many believe that the future of online dating will be mobile.The industry decided to self-regulate and created a Code of Practice.As George Kidd, Director and Chief Executive at the ODA, explains: “ This has been an important step towards creating a regulatory framework that addresses the challenges that the sector faces as it grows.

And the offer is widening: matchmaking, niche dating, social dating, dating apps, and online personals, are all examples of new products that have been launched in recent years. The subscription-based model is the preferred business model of some of the largest sites.

For instance, one in ten Americans have used an online dating site or mobile dating app; 66% of these users have gone on a date with someone they met through a dating site or app, and 23% have met a spouse or long term partner through these sites (1).

It is estimated that the industry is worth more than £2bn globally (2).

The CEO of Tinder, Sean Rad, has proudly said that their app has already generated 45 million matches (not couples).

However, certain mainstream sites also offer app-based products.

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