A new online dating service is aiming at the more mature audience in an attempt to capitalise on a niche market, it has been revealed.

Love At Last is being launched by businesswoman Lauren Murphy Garcia of California.

She explains that the concept for the site arose after she spotted an audience being missed by conventional social networks such as MySpace.

The businesswoman says: “I remember when MySpace first launched and I thought, ‘What a great concept!’.

“However, the problem was so many adults were uninterested in joining because of the many underage members.”

Love At Last is to feature a range of Web 2.0 services aimed at users of WAP-enabled mobile phones.

Functions such as searching the list of members, viewing details and contacting individuals are all to be made available to mobile users.

Mobile dating site Flirtomatic recently revealed that it has achieved more than a billion advertisement impressions within a year of placing banners on its pages.