One change is letting people take the questionnaire a little at a time."We want to get you in the tent," Langston told CNBC.
While many dating apps are free, e Harmony charges monthly subscriptions that cost up to .95 a month.Langston says in the last five years free apps have brought twenty-somethings into the marketplace.People want to be with someone in that kind of environment." Langston added there was one other time that triggered a similar membership boost."We saw the same thing after 9/11," he said, speaking of the Sept. It's a broad-based compatibility that makes people happy together for a long time.
But if I had to pick just one that makes a lot of difference, it's adaptability."People start with free swiping casual connection apps, and if they don't get what they want they tend to drift to us." "For most of our history the average age of users was 36 to 37 years old," but Langston said with the influx of younger users to the online dating category, "now it's closer to 30." He said usage peaks between the holidays through Valentine's Day, during what he calls the "high season." Yet e Harmony said it's seen a 35 percent increase in users since the presidential election on November 8th, and Langston suspects he knows why."Whatever your politics are, the world is less predictable than it was a year ago.We're always about trying to find you your last first date." A recent e Harmony poll found the most important attribute men and women cite is "sense of humor," followed by "kindness…charisma" and "intrigue." Langston says it's more than that."Truth of matter is you just need a lot of [those qualities].People that are rigid and not adaptable are much harder to match them." The stakes are high for e Harmony, with an estimated 109 million Americans being single and the effort to match them up becoming an even bigger business than ever.