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One in 10 adults now average more than an hour every day on a dating site or app, Nielsen data show.Yet for all their growth, the companies have staggeringly different ideas of how American daters can find their match — and how to best serve different generations.The service has spent more than billion in advertising in recent years, largely on TV ads for older audiences far removed from Tinder’s dating pool.“The Tinder thing is very exciting, because they’ve caught the attention of young people in America, but the only thing that’s wrong with it is what’s been wrong with dating for a thousand years. I have presided over the funerals of more marriages than any psychologist, and it is miserable.” Surrounded by rivals like Hinge, Zoosk and Wyldfire, Tinder has nevertheless tripled its user base since the start of 2014 and now reaches more than 3 percent of all active American cell-phone users, an analysis from 7Park Data shows.With the industry expected to grow by another 0 million every year through 2019, analysts say the dating game is increasingly becoming a battle of the ages, with both sides hoping their age-based gambles yield the most profit from those looking for love.It’s not clear that the young and perky are the best market for corporate matchmakers.Two-thirds of the singles and fling-seekers in America’s online-dating market are older than 34, IBISWorld data show.

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 billion online-dating industry, which in the last few years has quickly become a bedrock of the American love life.

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