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Target marketing, changing demographics, and decreasing stigma about online dating are continually bringing new users to fore.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.The report projects the industry to add about a hundred companies per year over the next four years.In the last few weeks, e Harmony has launched a personal matching feature called eh that Langston says will combine the company’s huge database with a real-live matchmaker--for 00 a pop.And in May 2012, IAC launched Stir, which holds about 1,600 singles events per year nationwide.Of course there are sites aimed at specific religious or ethnic groups, but there are also those who aim to match couples with very specific interests.The Passion Network, for example, is a small empire of 250 dating hubs like bronypassions.com, for fans of the My Little Pony TV series; for mustache mavens; and even zombiepassions.com, for those obsessed with the walking dead.

A 2012 paper in the journal Psychological Science in the Public Interest concluded that sites “build their algorithms around principles--typically similarity but also complementarity—that are much less important to relationship well-being than has long been assumed.” The Proceedings of the National Academy of Sciences study reported that marriages that started online were only slightly less likely to end in divorce than others.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.Emerging sites appealing to them include Senior People Meet.com, Our Time.com, Silver In 1970, just 28 percent of American adults were single; today, the share is 47 percent, according to the Census Bureau.That means an expanding target market, and it doesn’t include the unknown number of married people trolling the sites.

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