Online dating has become a $1.5 billion industry with over 40 million North Americans having tried it. As the industry grows, more niche dating websites and mobile apps have emerged to cater to specific interests and demographics. While online dating provides a large pool of potential partners, statistics show people often lie about their physical characteristics and relationships that begin online tend to last less time than those offline. However, some studies have found online dating can lead to longer courtships before marriage. Overall online dating continues to gain acceptance as a way to find romantic connections.