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Yu Wang, the chief executive of Tantan, founded in 2015 and now one of China’s largest dating apps, says the country’s offline dating culture is practically non-existent.“If you approach someone you don’t know and start flirting, you’re a scoundrel,” he says.But on Tantan “you don’t expose yourself, there’s no danger of getting rejected, you cannot lose face.” As of February, Tantan had 20m users and had created some 10m couples, Mr Wang says, adding: “That’s a significant effect on society.”Unfortunately, the level of significance is hard to analyse or quantify.A great deal of the relevant data are treated as proprietary by the companies gathering them. The husbandry involved was, potentially, that of “A gentleman about 30 Years of Age, that says He has a Very Good Estate”; the trade was an offer to “Willingly match himself to some Good Young Gentlewoman, that has a fortune of £3,000 or thereabouts.”The personal ad went on to become a staple of the newspaper business, and remained so for centuries.

Match Group, which operates Tinder, the original and some 40 similar businesses, had revenues of

Match Group, which operates Tinder, the original and some 40 similar businesses, had revenues of $1.3bn in 2017—a similar figure to the revenues of American condom sellers.

Matching with same-sex partners over the internet is often far safer and more convenient than trying to do so in person.

The internet thus helps those with similar, and sometimes quite specialised, views on what makes for good sex, or indeed on more or less anything else.

The benefits are clearest for people whose preferences mean that discovering possible partners is particularly hard, either because of social isolation or physical isolation.

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.

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Match Group, which operates Tinder, the original and some 40 similar businesses, had revenues of $1.3bn in 2017—a similar figure to the revenues of American condom sellers.Matching with same-sex partners over the internet is often far safer and more convenient than trying to do so in person.The internet thus helps those with similar, and sometimes quite specialised, views on what makes for good sex, or indeed on more or less anything else.The benefits are clearest for people whose preferences mean that discovering possible partners is particularly hard, either because of social isolation or physical isolation.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.

.3bn in 2017—a similar figure to the revenues of American condom sellers.Matching with same-sex partners over the internet is often far safer and more convenient than trying to do so in person.The internet thus helps those with similar, and sometimes quite specialised, views on what makes for good sex, or indeed on more or less anything else.The benefits are clearest for people whose preferences mean that discovering possible partners is particularly hard, either because of social isolation or physical isolation.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.

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