Mature Hearts

maturehearts.co.uk is an online dating provider for mature singles over the age of 50, with thousands of members throughout the UK. A related blog matureheartsdating.co.uk contains articles about relationship advice as well as sourcing activities and holidays for singles and dating couples.
History
Maturehearts.co.uk was started in 2013 and is part of the dating network run by Global Personals Limited, a UK company specializing in the development of online dating websites for the singles community, and powered by WhiteLabelDating.com, a cross-platform dating solution which can be integrated with other websites.
The membership maturehearts.co.uk is segmented by personal details (e.g. age, sex, geographical location, etc.) and interests (sexual preference, music tastes, religion, hobbies, etc.) which are available to other partner sites within the WhitelabelDating network for senior members. Members appear in the search results of sites that fall within this category.
Internet & Dating Trends
The over 50s is one of the fastest growing user segments on the internet and dating sites. The BBC reported research carried out by Nielsen that cited people over 50 in the UK as the fastest growing group on Facebook. Membership among older users is said to have grown 84% between 2009 and 2011. This age group appears to be growing more comfortable interacting with others online, whether that is with friends, family or prospective new partners.
Despite numerous discussions on the scientific methods employed in online dating and whether or not they actually work online dating sites provide an alternative way to make connections with other people across multiple geographic regions.
In 2011 Oxford University undertook a study which suggested that '..nearly one in three of us who use the internet have visited online dating sites' and men and women between 40 and 69 are most likely to use them, with 36% having found their current partner online.
It was off the back of trends like this that Maturehearts was set up.
Business and Products
The business model is based on a customer joining for free meaning they can create a profile, add a photo, search for people by county, create a favourites list and send unlimited winks. They receive an email if someone adds them as one of their favourites, winks at them, or sends them a message. However the user will need to pay for full membership in order to send and receive private messages, chat online with instant messenger, see who's looked at their profile, add multiple photos to their profile, use video chat, create and read dating diaries, create and watch video profiles.

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