Ads who use internet dating online

“It’s unprecedented.”For most of human history, the choice of life partner was limited by class, location and parental diktat.

In the 19th and 20th centuries those constraints were weakened, at least in the West.

In 2013 Tinder, a startup, introduced the masterfully simple idea of showing people potential partners and having them simply swipe right for “yes” and left for “no”; when two people swiped right on each other’s pictures they were put into contact with each other. Such phone-based services are more immediate, more personal and more public than their keyboard-based predecessors.

Same-sex dating, which both operates in a smaller pool than heterosexual dating and is illegal or socially unacceptable in many places, is a particular beneficiary.Last year saw a rare Indian tech-sector IPO when raised 500 crore rupees (m) to help it target the marriage market.In countries where marriage is still very much in the hands of parents, today’s apps offer an option which used hardly to exist: casual dating.Americans are charging ahead; Germans, comparatively, lagging behind.India, which has long had a complex offline market for arranged marriages within religious and caste boundaries, has seen it move online.

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