But the increasing use of smartphone apps had enabled a small core of men to use the site exclusively for casual "hook-ups", leading many women to complain of harassment.
An estimated 2% of the site's male users "started to use POF as more of a hook-up site, mostly due to the casual nature of mobile phone use", Frind acknowledged.
S., has been buying up smaller dating services for years.
But as the popular sites become even more well-established, it's becoming more challenging for newer websites and apps to join in.Companies have targeted niche communities and different religious, ethnic and age groups with apps such as Christian Mingle, JDate, Farmers Only, Grindr, and Silver Singles. S., revenue — while still expected to increase — is forecast to grow more slowly over the next five years. S., larger players are expected to continue acquiring smaller ones, potentially shrinking the number of companies, according to IBISWorld.Match Group, the largest company by market share in both Canada and the U.One 21-year-old user told the Independent: "I used to get all sorts emailing me, asking to be my slave and asking for sex. It seems people just want casual fun."Another, aged 29, said: "At first I was shocked, but it happened so often, it just became laughable.I wouldn't say I'm very attractive but I was getting about 53 emails a day from men."Sometimes I would get alerts at 3am, from men telling me their wife wanted a threesome.