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Lavalife launched lavalifePRIME in beta, the company’s new social networking site aimed at baby boomers exclusively for “mature singles age 45 and over.” The new site allows its members to create profiles and specificy who and what they are looking for, as well as post photos, send messages, chat with other members in discussion groups, access relevant news and information, upload their favorite music, share family stories and photos. While in beta, the site will be free to use.”There are more than 85 million Baby Boomers in the United States and Canada, according to recent research, and this particular group of singles is looking for something quite unique,” said Marina Glogovac, Lavalife’s Chief Executive Officer. “As we created lavalifePRIME, we did extensive research that confirmed that Boomers are tired of competing on mainstream dating sites where the overall users are much younger and the emphasis is primarily on looks. This group of mature singles is seeking a place not only to connect with other like-minded singles, but also to uncover important life information, explore new interests, exchange ideas and to maximize their busy lifestyles.” Glogovac added, “The majority of Boomers are extremely Internet-savvy and living very socially and sexually active lifestyles. Unlike many younger singles in today’s dating world, single Boomers have typically had a broad range of relationship experiences and are not necessarily dating with only marriage in mind. They tell us they want to seek out new friendships and relationships, explore new horizons and meet interesting new people who enhance their life experiences. lavalifePRIME is about offering singles in the 45+ generation a community designed specifically for them to connect with other like-minded singles who are at the same place in life.”

Statistics on single Boomers:

- 30% of Boomers are single
- 70% of Boomers are internet savvy
- 70% of single Boomers are dating regularly
- Of those, 45% of men and 48% of women have sexual intercourse more than once per week
- Only 14% of Boomer women and 22% of Boomer men are looking to get married or live with someone. (For the younger groups these numbers are a significantly higher, ie. ages 30-39, 60%.)

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