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Tinder, like many dating apps, requires people to log in using their Facebook profiles, which users say adds a certain level of trust.
Facebook, after all, is built on knowing people's real identities. Users can reject or accept potential mates with a left or right swipe of their finger.
With a left swipe of her finger she dismisses Alex, 25 and Robert, 48. As with potential mates, there's an array to choose from.
Unlike the dating websites of yore, with endless profiles to browse and lengthy messages to compose, newer apps offer a sense of immediacy and simplicity that in many ways harkens back to the good old days of just walking up to a pretty stranger and making small talk.
They also offer a generation raised on Google and social media a chance to do background checks on potential mates."If you are in a bar and a guy comes to talk to you, you are immediately going to be freaked out and you don't want to talk to them because they are drunk," says Melissa Ellard, 23, who uses Hinge and says she wouldn't have gone on a date in the past six months were it not for the app.
"When you are using the app, you get to look at their picture and see background information.
Internet conglomerate IAC/Interactive Corp has the biggest chunk of the market with a 27 percent share. Millennials, busy with school, jobs and social lives, say the apps save time and let users filter out the undesirables, based on a few photos, words and Facebook connections.