VANCOUVER, CANADA: Plentyoffish.com (POF.com), largest online dating site has announced that it has surpassed 300 million monthly visits to their free iPhone and Android apps in January 2012.

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"With an increasingly tech savvy public, the online dating world needs to step up to accommodate the advancement of the industry," says Markus Frind, founder and CEO of POF. "And that's exactly what we've done with our apps."

The apps' success is a testament to the growing popularity of mobile-based services and changing habits of daters, with mobile traffic on POF increasing at a rate of 3 per cent a week.

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"40 percent of sign-ups in the U.S. are now via mobile device," adds Frind. And with mobile users accounting for over 3 billion page views a month, the major shift in the industry has become undeniable.

"Singles are using our mobile apps as an easy way to find matches who are close by, and bring an online relationship into the real world in a matter of minutes," says POF's Dating Coach, Sarah Gooding.

"It's become easier than ever for someone with a busy schedule to put time and energy towards finding a possible date. People are using mobile dating apps on the bus, on the train, in their car pool, and while walking down the street - it's incredible. The introduction of mobile apps on the scene has completely revolutionized the industry of online dating," added Frind.