Why do woman, and indeed young men, find themselves attracted to older men?
The main answer seems to be because they're sick of feeling as though they're wasting their time on men in their age bracket.
On the flip side, some men may feel they aren’t suited to the lifestyles of others their age so want to enjoy life with someone younger who has similar interests." At the age of 26, Kat, now 32, dated a guy 10 years her senior, for three years.
"He was the single guy in the group of friends," she says.
"His friends were all with families and had kids and were doing the house and family stuff.
He was seen as the dark horse." Kat describes her ex-partner as youthful for his age and a bit of a free spirit.
According to the website, there are four sugar babies for every sugar daddy.