In the online sphere, the identities and characteristics of individuals can be hidden or falsified.
Mobile dating (or location-based) apps, such as Tinder or OK Cupid, have seen their user numbers rise exponentially.
Why struggle to find someone special in a crowded bar when you can do it more easily and effectively from the comfort of your own home?
The industry has grown exponentially in many Western countries.
In recent years, a new generation of tech savvy individuals has emerged, which regularly uses devices to keep in touch with their friends and relatives, as well as for access to online dating sites or apps.
In addition, older adults have also discovered the benefits of online dating services to connect with other people; and today they represent a significant segment of the online dating market.
In the UK, it is worth £300m a year and, according to the UK’s Online Dating Association (ODA), ‘’. These sites differ in terms of their number of users, their user characteristics, geographic coverage, and in their business models.