eHarmony Users Shift To Mobile

Online dating site eHarmony is reporting that it's seeing an increasing number of users using its mobile apps to access its dating service, and also said that conversions of those users is up nearly 40 percent year to year. The Santa Monica-based company, which offers up iPhone, iPad, Android, and mobile web versions of its service, said that its success in getting users to convert to subscriptions on mobile is contrary to recent reports of challenges in getting users to convert on mobile. eHarmony also explained that this year, more than 50 percent of the communications sent and responded to on its service were sent via mobile devices. eHarmony--as well as other online dating sites--are seeing a new battleground open on mobile devices, as they are having to. An un-named, local mobile dating startup which is about to launch next week commented to us yesterday that mobile is massively changing the game for online dating. Apparently, the shift of consumers to mobile platforms is forcing once-dominant players like eHarmony to suddenly fight for new territory and gain mobile users.