Online dating gains traction

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Thanks to the growing popularity of smartphones, more people are patronising online dating sites than ever before, according to Forbes. In fact, 11 per cent of adult Americans are currently using the internet to search for their ideal partner, up from just three per cent in 2008.

Previously, dating portals like and eHarmony depended on lone users who privately filled out questionnaires about their prospective mates. IAC/InterActiveCorp, the company behind OkCupid and, has discovered that online dating has become more convenient and less stigmatised due to the emergence of smartphones.

The firm’s mobile dating application, known as Tinder, compiles basic Facebook information into a platform wherein users can swipe left if they are keen on somebody or swipe right if they are not interested. When two people are interested in each other, they become a match and can chat.

Amanda Hess recently asked on Slate why single characters on sitcoms do not date online. With Pew reporting that 42 per cent of Americans know an online dater, it might be time for these individuals to be represented more in mainstream media.

Bravo is doing just that by rolling out Online Dating Rituals of the American Male, a show that details the exploits of men in their search for internet love.

“Online dating has become extremely mainstream now and whether or not you are on an online dating site, someone in your inner circle is active on one,” added Shari Levine, Senior Vice President at Bravo.