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In fact, people over 50 are one of the fastest growing segments.

“It’s a product of the growing normalcy of using social media apps,” says Moira Weigel, author of “Labor of Love: The Invention of Online Dating” (Farrar, Straus & Giroux, 2016).

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“Sometimes whatever chemistry we had just fizzles out.”Perhaps being in the market for a mate can’t be compared with using other services. D., a professor at the Harvard Business School who studies consumer behavior, thinks so.

Online dating is different from shopping for, say, a sweater, he explains: “Once you decide on the sweater you want, you can get it.

But with dating, the sweater has to agree, too.”Another reason for the low satisfaction scores may be that “most dating sites have some misalignment between profit model and user experience because they are financed through subscription fees or advertising,” says Scott Kominers, Ph.

She signed up for JDate, an online dating site for Jewish singles.

“All kinds of people are doing it,” says Caploe, 54, a publisher who lives in New York City.

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