Current online dating site users explained their reasons for using online dating sites or apps with answers that included finding someone for a long term relationship or even marriage and the chance to meet people who just want to have fun. According to another recent survey of dating site users, 66 percent of U.S. singles used online dating to expand their dating pool. Other common reasons for using online dating sites or apps were the pre-screening of dates as well as easier conversation.
As of April 2017, the leading dating website in the United States was Match.com with a U.S. online user awareness reach of 67 percent. Closest competitors were eHarmony.com, ChristianMingle and dating app Tinder. As of the first quarter of 2017, the Match Group had 3.44 million paid subscribers across all its platforms in North America. Dating apps are also a lucrative business - as of February 2017, some of the highest-grossing social apps in the Apple App Store worldwide were dating apps. In the United States, the top revenue generating iOS dating app was Match with monthly app revenues of 1.3 million U.S. dollars.