One in 10 adults now average more than an hour every day on a dating site or app, Nielsen data show.

Yet for all their growth, the companies have staggeringly different ideas of how American daters can find their match — and how to best serve different generations.

Tinder, America’s fast-growing online-dating juggernaut, last week unveiled its first big branding partnership aimed at its core audience of millennial fling-seekers: a neon-drenched video-ad campaign hyping Bud Light’s mega-keg party, “Whatever, USA.” Meanwhile, over at Tinder’s less-youthful rival e Harmony, a recent ad saw its 80-year-old founder counseling a single woman besieged by bridesmaid’s invitations to take some time (and, of course, the site’s 200-question compatibility quiz) to find that special someone: “Beth, do you want fast or forever?

” Both companies are dominant forces in America’s .2 billion online-dating industry, which in the last few years has quickly become a bedrock of the American love life.

We both planned the engagement, I selected the ring and brought it with me, and she selected a romantic dinner for the evening and what is now our place in Quito where I proposed.

You’ll find that both sites have their own pros and cons, but neither sites are plagued by fake profiles which is a huge plus and the most important consideration when joining an online dating site.

With the industry expected to grow by another 0 million every year through 2019, analysts say the dating game is increasingly becoming a battle of the ages, with both sides hoping their age-based gambles yield the most profit from those looking for love.

It’s not clear that the young and perky are the best market for corporate matchmakers.

Two-thirds of the singles and fling-seekers in America’s online-dating market are older than 34, IBISWorld data show.

Pew Research surveys show 45-to-54-year-olds in America are just as likely to date online as 18-to-24 year olds, either because they’re divorced or far from the easier dating scenes of college campuses and first jobs.