Online dating is shedding its stigma as a refuge for the desperate, but people who use sites such as and e Harmony are still in the minority.Thirty-eight percent of Americans who are "single and looking" say they've used an online dating site or mobile dating app, according to a new study.Although 15% of Americans have used online dating themselves, a larger share report that they are familiar with online dating from the experiences of people they know.

Even so, only 10 percent of Americans say they've tried online dating.

Online dating is most popular among men and women ages 25 to 34.

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.

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.

Three percent of those over 65 have dabbled in online dating.

Whites are slightly more likely to use dating sites than other ethnicities - 11 percent compared with 7 percent for blacks and 5 percent of Hispanics, according to the survey.

Dating site AYI.com, which has about 50,000 active UK members, has collated data from the self-reported information each member provides when signing up to tell us about the average UK user.