SNAP Interactive has just announced the nationwide rollout of its new seniors platform 50more.
50more is a dating platform that seeks to target adults over the age of 50.
According to SNAP, the product is built around a matching tool that takes into account three factors: Vitality, openness and culture.
This system is “based on scientific principles” and aims to bring together people with similar interests, passions, and future goals.
SNAP initially tested the platform in the first quarter of 2017, registering over 10,000 users, creating 7,500 matches and seeing 500,000 matching questions answered.
Speaking about the beta response, SNAP CEO Alex Harrington said: “The response from the limited beta launch of 50more in the second quarter of 2017 has been overwhelmingly positive.
“Test market data showed strong user engagement and monetization, affirming our product thesis and providing the evidence and learnings we needed for a full launch.
“What is particularly exciting is the large investment users made in filling out their matching profile, averaging approximately 50 detailed questions per user, demonstrating a high commitment from beta customers in finding higher quality matches through our product.”
The launch comes a month after Match Group expanded its new over-50s brand Ourtime into the UK.
Ourtime aims to appeal to over-50s singles by offering a mix of online interest-based matching and offline “experience-led” activities.
According to Pew Research, online dating market penetration among 55-64-year-olds doubled between 2013 and 2015.
Ipsos research also found that older people are more willing to try online dating – the percentage of older people who are interested in trying online dating rising from 29% in 2013, to 46% in 2015.
Speaking about the potential of this market, Harrington said: “We believe the 50-plus segment is one of the fastest growing and most underserved segments of the online dating industry.
By leveraging FirstMet, our prominent interactive dating brand that serves the full age spectrum, we now can cross-sell users with multiple brands.
“The two dating applications share a common technology platform that is highly scalable and requires limited incremental operational cost to add users, active subscribers, or new features.”
Check out 50more here.