Long gone are the days where cheap thrills and short flings were enough to keep you happy and - as a professional, a parent or simply an all-round responsible adult - your love life has become more serious. Meeting and falling in love with a supportive, mature partner is a worthy priority in your life; the only problem is how to find them.
No wonder that an increasing amount of the over 40 dating scene is moving online, with between 4-5% more over 40s taking to dating sites and dating apps for the first time over the past couple of years.
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These guys and their data teams ran queries of all kinds and pulled spreadsheet after spreadsheet of information to try and answer our strange questions.
We also needed Ok Cupid to get permission from their users to enable us to publish those popular profile pics.
We even scoured the top 400 most popular Ok Cupid profiles—the hottest people on the site in ten US cities—to see what their profile pics could tell the rest of us about attracting a date.
We couldn’t have done any of this without the help of the data maestros at Match and Ok Cupid: Christian Rudder, cofounder and president of Ok Cupid, and Jim Talbott, director of consumer insights at
Whether you're seeking love for the first time or are starting again, over 40 dating can feel daunting.