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With the dating industry moving so rapidly, the phrase "online dating" will soon disappear from the lexicon, says Sam Yagan, CEO of Match, Inc., which oversees sites such as Match.com, and all online dating operations for the global operations of its parent company, IAC.

About 22.9 million people visited dating websites in January 2012, down from 29.3 million in January 2011, according to Com Score, which tracks website traffic from computers separately from mobile devices.

But the shifting traffic is a sign of strength rather than weakness, experts say.

"It's all converging so quickly that the idea of differentiating online and offline in five years will be anachronistic," he says.

Whether it's an app for a dating website or a dating app alone, mobile is "leading the industry's growth," says Caitlin Moldvay, a senior industry analyst at IBISWorld, based in Santa Monica, Calif.

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