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and e Harmony, cater to consumers moving toward easy-to-use mobile applications," IBISWorld online dating expert Jeremy Edwards said in a report released last week.

If it happens, the move will make it easier to turn Match into a separately traded company, a strategy Diller used before.

IAC previously spun off travel service Expedia in 2005.

Bigger is usually better in the business of online dating, and the large players stand to benefit most. Strategists at Converg Ex Group, a New York-based global brokerage company, crunched numbers from and found that online dating can save a person thousands of dollars.

"In general, I would recommend mobile and social and large dating sites. "The dating phase prior to an offline marriage runs up a $23,660 tab.

It now has the highest brand visibility in the online personals industry and is the largest personals site in terms of traffic and revenues.