Dating apps aren’t built to find you love — they’re built to keep you single

Published September 27, 2026 10:00am ET



Never in history have single people had access to so many potential romantic partners. A generation ago, most Americans met people through the ordinary institutions of life. They met in person at college or church or were introduced in a coffee shop or bar. Today, a single person can open an app and, within minutes, encounter more potential dates than either set of grandparents would have in their lifetimes.

Dating apps took off as marriage was already becoming less common. Many thought that such optionality would make finding a husband or wife easier, but instead, marriage became rarer. The annual marriage rate has fallen 31% since 2000. It’s dropped 65% since 1970.

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