One in ten Americans have used an online dating site or mobile dating app themselves, and many people now know someone else who uses online dating or who has found a spouse or long-term partner via online dating.
"But it was paid for by somebody with a horse in the race and conducted by an organization that might have an incentive to tell this story."Does this study suggest that meeting online is a compelling way to meet a partner who is a good marriage prospect for you? But it's "premature to conclude that online dating is better than offline dating."The findings about greater happiness in online couples "are tiny effects," says Finkel,whose research published last year found "no compelling evidence" to support dating website claims that their algorithms work better than other ways of pairing romantic partners.
And the trend shows no signs of slowing with sites becoming ever more specialised.
Couples who want to be matched by their music tastes can now logon to Tastebuds, while Jewish singles can try JDate and those who just want their partner in uniform can try Uniform
Although sites such as e Harmony claim to have algorithms to match research from the Association of Psychological Science suggested there was little scientific merit in programmes. And the paper warned that browsing too many profiles “fosters judgemental and assessment-oriented evaluations that can cognitively overwhelm users.” Another study has found that one third of pictures were misleading.
CEO Sam Yagan has claimed that dating cycles are shorter online because people are more willing to leave unsatisfying relationships more early because they know they can quickly find somebody new to date.