This qualitative content analysis of a systematically selected sample of 200 heterosexual adults aged 60+ years examined older adults’ self-presentation in online dating ads and what they sought in a partner. Online dating ads were examined from one site for adults of all ages (match.com) and a site specifically geared to older adults (ourtime.com). Results showed that aspects of self that are presented for men and women, although in different order of importance, included one’s status, enjoying leisure activities and being fun-loving, kind/compassionate, and being friend and family focused. Men and women were interested in a companion and someone fun-loving and kind/compassionate. Additionally, women sought a partner who was honest and would do leisure activities with them. Men sought women who were physically attractive and would provide emotional support. The discussion focuses on gender differences and how the act of self-presentation is central in the narratives of dating ads for older adults.
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