Tinder, America’s fast-growing online-dating juggernaut, last week unveiled its first big branding partnership aimed at its core audience of millennial fling-seekers: a neon-drenched video-ad campaign hyping Bud Light’s mega-keg party, “Whatever, USA.” Meanwhile, over at Tinder’s less-youthful rival e Harmony, a recent ad saw its 80-year-old founder counseling a single woman besieged by bridesmaid’s invitations to take some time (and, of course, the site’s 200-question compatibility quiz) to find that special someone: “Beth, do you want fast or forever?
” Both companies are dominant forces in America’s $2.2 billion online-dating industry, which in the last few years has quickly become a bedrock of the American love life.
” and “What do you spend a lot of time thinking about?
”) but also lets you rate how important a potential match’s answers to those same questions are.
One in 10 adults now average more than an hour every day on a dating site or app, Nielsen data show.