![]() With subscription prices between €20 and €30 per month, romance-seekers are turning away from the traditional-and often expensive-strategies of meeting people casually in bars and restaurants, and are instead opting for less spontaneous, but practical, cheap online services that allow them to find a soul mate from the comfort of their desk.Į, one of the most popular websites that match people according to their hobbies, preferences and interests, has increased annual profits 30-fold since 2006 and has made around £6 million in revenues this year ( Espinoza, 2009). Despite the current economic downturn, the online dating industry continues to flourish. Long working hours, increasing mobility and the dissolution of traditional modes of socialization mean that people use chat rooms and professional dating services to find partners. With the rise of the internet and profound changes in contemporary lifestyles, online dating has gained enormous popularity among aspiring lovers of all ages. …while research continues to disentangle the complex factors that make humans fall in love, the application of this research remains dubious
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