The heavy market *ahem* penetration of Viagra has combined with the internet and the lingering economic recession to produce a new twist on the on-line dating service: “Sugar Babies.” The sites are just what they sound like. In a typical site, older wealthy men can connect with younger, attractive women who wish to be kept in the manner to which they would like to become accustomed, for a fee of $50 a month. Women, of course, can join for free.
These sites now make up an astounding 10% of the on-line dating industry.
“We are also noticing an increased number of college students signing up,” says the founder of one web site. “When I started the site, roughly one in four of what I call my ‘sugar babies’ were at college; now, that figure is closer to four out of 10. University fees have got more expensive, and loans are harder to come by so, for many young women, getting a sugar daddy becomes an increasingly attractive option.”