Online dating and middle-aged women

A survey this month found eight out of 10 women over 50 think they have become invisible to men. Seven out of 10 women in the study felt overlooked by the fashion industry, while three-quarters of women in their 60s believed they had lost their identity by being labeled as a "mum". . .

Women and men are living longer and fitter lives; the average age at which we divorce is rising – 41 now for women and 43 for men – and the number of single parents is projected to rise to 1.9 million over the next decade . . .

Divorced older women are more likely to have first date sex

But life, friendship and love for the single woman in her mid-40s and beyond has its own particular complications and sorrows. Susan Quilliam, a relationships expert and agony aunt, said that some women were suffering "terribly". "On dating sites men have the pick up and down the age range. They are also much more in a rush to get into a new relationship and are much less likely to give someone a second chance, which may seem callous but they are much more likely to fall in love quickly. For men, it's a case of you fulfill the criteria, let's buy the double duvet . . .

Katie Sheppard, the director of relationships at Match.com, said online dating was now the second most common way couples met across the UK – behind being introduced by friends or family – and for older people it can be a perfect way to "dip a toe back into dating". Its research shows that dating is, especially for divorced women, fraught with complication, anxiety and worry. Looking for second-time love when children are a first priority is a challenge . .

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Julia Macmillan is on a mission to help women to tackle their 40-something love drought by doing what men do – going younger. Younger men are nowadays desperate to meet older women, she claims, and she has more men than women looking for love on her site. "We have 26,000 members and growing, and 70% are men . . .

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Our battle is to change women's mindset and get women to believe that there are younger men who want what they are, experienced, strong-willed, confident. Men in their mid-40s slow down, women are dynamic and full of energy. We need to match that energy.

Older blond woman on her knees in bed

"We've found that our most successful age gap is around 10 to 15 years, although we only specify a minimum of one year. We have a lot of happy matches."