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Langston says that for e Harmony, that’s meant users are checking in more often—six to twelve times a day instead of two or three.

Offering geo-dating apps, which allow smartphone users to locate potential dates nearby--has become almost a prerequisite for keeping up in mobile.

Baby Boomers in the 50- to 64-year-old range may be the group attracting the most industry competition, according to IBISWorld.

That’s not only because of their size but because their Internet use is expanding and they’re more likely to be single than in the past: more than a third of adults that age are unmarried, according to the Census.

Even as the user base soars, it’s not clear that sites’ algorithms for pairing couples are improving their chances of staying together long term.

Disapproval has gotten especially rare among 20-somethings, who grew up with web dating as the norm, says e Harmony spokesman Grant Langston.

Related: How Work Affects Your Love (and Sex) Life At the core of most companies’ growth plans is expanding mobile use.

That growth is already beginning to attract investors.

The field is already crowded, with almost 3,900 companies running dating sites, according to a report last fall from business research firm IBISWorld.

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