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.

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Shazam Player, the first new app from the company since the introduction of the original Shazam App, is a unique music player that includes the Shazam discovery features that people love such as Lyric Play streaming lyrics in time with the music, videos on You Tube and social sharing on Facebook and Twitter.

Andrew Fisher, Shazam CEO said, "This is a momentous occasion for the company as it is the first separate app we've introduced since the launch of the Shazam App for i Phone in 2008.

But Tinder, with its youthful grip on mobile dating, is increasingly becoming one of the firm's hottest commodities: A standalone Tinder would be worth about $1.6 billion, analysts from JMP Securities said last week, who added that Tinder Plus could bring the firm more than $121 million in subscriptions next year.

"Where we're headed in the overall dating world is a much more visual, faster, 'gamification' of dating, versus the profile matching of places like e Harmony," said Kerry Rice, a senior analyst at Needham & Co.

"Both companies are dominant forces in America's $2.2 billion online-dating industry, which in the last few years has quickly become a bedrock of the American love life.

One in 10 adults now average more than an hour every day on a dating site or app, Nielsen data show.

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Shazam today released its first fully new app since the launch of the familiar self-titled music tagging app.

They put all their money on one variable: looks," said e Harmony founder Neil Clark Warren, a grandfather of nine who's been married for 56 years. It's also become increasingly addictive: The average user checked the app 11 times a day, seven minutes at a time, the firm said in 2013. It is one of several dating sites in Inter Active Corp., the monolithic New York media conglomerate, which also owns Match.com, OKCupid and a heap of shallower dating pools, including Gen XPeople Meet.com, Divorced People and Little People

Match alone has more than 2 million daters across North America, a third of whom are over the age of 50.

But e Harmony has doubled down on its outreach to older, love-serious singles, preaching anew its "29 dimensions of compatibility" that they say have led to more than a million marriages nationwide.