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Related: How Work Affects Your Love (and Sex) Life At the core of most companies’ growth plans is expanding mobile use.Online daters now spend more time on dating apps than they do on the sites themselves.Related: Cheatin’ Hearts Online Cost Businesses M a Day That means making a dent as a new player will be harder than ever since many will have to build a database of users from scratch, says IBISWorld analyst Jeremy Edwards.To survive, they’ll need a novel marketing strategy and a focus on untapped potential daters—sites targeting niche markets have higher rates of membership growth, according to the report.Target marketing, changing demographics, and decreasing stigma about online dating are continually bringing new users to fore.

A 2012 paper in the journal Psychological Science in the Public Interest concluded that sites “build their algorithms around principles--typically similarity but also complementarity—that are much less important to relationship well-being than has long been assumed.” The Proceedings of the National Academy of Sciences study reported that marriages that started online were only slightly less likely to end in divorce than others.In the last few weeks, e Harmony has launched a personal matching feature called eh that Langston says will combine the company’s huge database with a real-live matchmaker--for 00 a pop.And in May 2012, IAC launched Stir, which holds about 1,600 singles events per year nationwide.Meanwhile, Age specializes in setting May-December relationships.The biggest players also are adding cross-over lines of business.

Last December, more than 1 in 10 American adults visited dating sites, spending more than an hour a day there on average, according to Market research company Nielsen.