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The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment. According to recent surveys, more than 40m single people out of 54m singles in the US have ed up to Online dating equation online dating site such as Match. In the UK, 9. With more users, comes greater demand for these sites to match the right people together.

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Those words from Eli Finkel, associate professor of social psychology at the Northwestern University in Chicago, are likely to ring true with any online daters still to find love on the web.

Yet with Valentine's Day often bringing out the worst snuggly excesses of loved-up couples, both in public and on websites like Facebook, singletons may well find themselves tempted to give one of the Online dating equation online dating sites a try in an attempt to find The One.

However, while sites such as Match. Despite this assessment, dating sites can claim many success stories - plenty of couples have got together having met online. The site's UK managing director Karl Gregory told the BBC part of this success is due to users browsing the site and making connections, but he also said its algorithms offer good recommendations for people who may not otherwise make contact.

Eventually, what you do becomes as important as what you say. Even if you do decide it is worth letting an algorithm guide your heart, there is another issue with dating sites that is coming under scrutiny. While this is perhaps unsurprising, Tobii's North American manager Barbara Barclay said the data showed dating sites are missing a trick by not optimising profile layouts for these very different browsing styles.

Answerlabs chief executive Amy Buckner concurred with this assessment, adding that it would help let users offer a more tailored viewing experience. One site already aware of this issue is mysinglefriend. She explained to the BBC that the site has already considered tailoring profiles to suit the differences of men and women, although has not implemented any changes to date.

For many, though, the fact dating sites can't guarantee you'll meet the love of your life is irrelevant, as some believe the internet offers a far better chance of doing so than trawling bars or clubs. It has now become an obvious and viable choice.

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In fact as Harry Reis, professor of psychology at the University of Rochester, notes in the same paper co-authored with Mr Finkel, the online world is actually a very natural place for people to meet, regardless of algorithms and profile layouts. The business of internet dating.

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Published 7 December Published 10 March Love plus one. Published 27 November Related Internet Links. My Single Friend.