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HowAboutWe Partnership Thriving In ‘Fastest Growing’ Seniors Market

How About We

Apartnership between US over 50s group AARP and HowAboutWe has seen over a quarter of a million dates posted since its launch.

AARP – formerly the American Association of Retired Persons – have been partnered with the New York-based dating site for a year, and have seen 50,000 sign up for the service.

The seniors group wants the alliance to help combat social isolation amongst their members.

Statistics show that over 45% of adults over 65 are divorced, separated or widowed, and 17% feel isolated.

Sam Yagan, CEO of Match Group, recently called senior dating “the fastest-growing part of the market.”

AARP’s chief digital officer, Sam Hassanyeh, told NPR that HowAboutWe suits their members, as agreeing to fun activities helps to ease any reticence: “Automatically that gives us something in common.

“It’s sort of an icebreaker.”

A study by the non-profit group – which has a membership of 38m – found that a third of members go on outdoorsy dates, and most prefer cultural activities.

In comparison to HowAboutWe’s 24-34 demographic, they post the majority of dates on a Saturday, whereas the younger group post most on Monday and Wednesday.

Those over 50 are also much more selective, sending 44% fewer messages than the 24-35 age group.

But 54-year-old online dater Aaron Baum told NPR that many in his age range also sign up to a number of sites, to improve their odds:

“You need to meet a lot of people sometimes before you find the right person.

“These online sites give you that opportunity. 

“It’s literally a numbers game.”

Simon Edmunds

Simon is the former editor of Global Dating Insights. Born in Newcastle, he has an English degree from Queen Mary, London and after working for the NHS, trained as a journalist with the Press Association. Passionate about music, journalism and Newcastle United.

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