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Sites like datemy rely on family and friends to legitimize the profiles of their loved ones which could help entice nervous users with the promise of a safe and social dating experience.Increasingly, sites such as Senior People Meet and Our Time have been targeting the notoriously elusive over-50 demographic, which in recent years has been growing faster than any other group.While dating behemoth Tinder goes from strength to strength with its ruthlessly aesthetic swiping system, many dating site users have grown weary of sifting through endless dubious candidates for any potential diamonds in the rough.

San Francisco, CA-based site Coffee Meets Bagel uses a novel approach to target the apparently “oft-ignored under-40 urban crowd” by fighting excess with restraint, and providing users with only one match a day.

The idea behind the site is that users unable to quickly dismiss potential partners will hopefully spend more time getting to know their match.

Tech-savvy Millennials can help introduce shy or unsure family members and colleagues to online dating and provide guidance on navigating sites and communicating with potential matches.

Trust also plays a role for users trying out online dating for the first time.

Consumers in the online dating world often have a clear idea of what they want, and the most successful sites are those that recognize and react to user needs and insights.

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