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This has made it difficult for established players to remain competitive.
Launched in Australia in 2007, e Harmony Australia uses algorithms that match members based on their interests.
With the proliferation of smartphones and tablets, numerous mobile dating apps, such as US-based Tinder, have entered the Australian market.
Time-poor consumers and a cultural shift in attitudes relating to online dating have driven the popularity of online dating.
"I have met the women I am meant to be with on this site and we are getting married in July this year.
After the third time I met her I knew that she was the one I was to marry.
In 2016-17, online dating made up 46.4% of revenue for dating services, followed by mobile dating services, which contributed 24.9% of revenue.
Are you finding it hard to meet people that share your values?
The popularity of online shopping has also made Australians more comfortable with making payments online, which many online dating services require.