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For the 45 to 54 age group this rises to 84 per cent and for over-55s it is 71 per cent.Mintel research analyst Rebecca Mc Grath says: “Sites aiming to appeal to an older demographic should perhaps concentrate on emphasising the fun and sociable nature of online dating rather than the possibility of finding love.“One way to appeal may rest in presenting more opportunities for immediate meet-ups.This brings about the face-to-face interaction that older people are more likely to be comfortable with.”This chimes with Cliff’s approach, which is to keep his sites simple to use and full of practical tips, while offering flexible short-term agreements and an emphasis on meeting up.“It is better than meeting for the first time in a bar or club,” says one customer, while another couple, both widowed after 50 years of marriage, talk about the “loads of laughs” they have enjoyed since getting together.
However, 77 per cent of UK consumers who have used a dating website or app now say they would be willing to meet up with someone they found online.
This inspired me to fill the niche and create a dating website I wanted to use.”Changing social and cultural attitudes have been on his side ever since. Dating agencies have lost their stigma and a growing “forever young” though ageing population has more singles comfortable about using internet services.“I keep ahead of the curve by constantly analysing sites and anticipating new trends.
As well as blogs and podcasts, I promote through my internet radio site Love Songs247.com,” says Cliff.
It is a relationship that has made millions since he became White Label’s first partner a decade ago, with year-on-year growth of around 50 per cent and a £2 million turnover for 2014.
Cliff explains: “I started with Instant uk and made about £1,000 in the first year.“Initially scalability was a challenge but the White Label platform allowed me to do that quickly across multiple territories.“Entering new markets outside the UK has allowed me to grow the portfolio thanks to the flexibility and support of White Label.