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Another top niche – and the biggest niche in terms of total traffic – is casual dating, which consists of sites like Fling, Adult Friend Finder, and Sex Search.

Although I’m not sure casual dating can really be called a niche.

University of Melbourne provides funding as a founding partner of The Conversation AU.

Victoria State Government provides funding as a strategic partner of The Conversation AU.

Those who had met their partners through dating websites went online because they felt there were very limited places and opportunities to meet like-minded others and because they no longer took part in the pub and club scene.

In the internet dating space, bigger is not always best. We compared the overall dating market share of the top 5 sites – Singlesnet, Plentyoffish, TRUE, Yahoo Personals and Match – to the market share of several top niche sites to see how their growth rates compared.

Swinburne University of Technology provides funding as a member of The Conversation AU.

Sue Malta does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond the academic appointment above.

A website used by married people to have affairs was accessed hundreds of times a day by MPs, peers and their staff, it has been revealed.

Out Of Town Affairs was clicked on more than 52,000 times in seven months from computers at Parliament – more than the websites for the Treasury, Ministry of Justice and the Department for Education.

numbers from Hitwise, the top niche dating sites are steadily gaining market share while their big mainstream counterparts stagnate.

In March 2008, the top 5 overall sites held 7% less market share than they did one year ago (Plentyoffish and Singlesnet were the only sites to buck this trend individually).

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