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It’s also a guarantee that everyone is in the same game as you, removing a big risk factor which is what stops a lot of people.” The reason why it may feel easier to approach someone online is related to how we’ve evolved to read each other’s body language.

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“It’s become more normal, so these days people think, ‘Why haven’t you tried online dating? And the generation doing it now have all grown up online while when it was first out, that generation of 20-30 year olds hadn’t grown up with the internet in the same way.” With the online world becoming an ever-present part of our existence it was perhaps inevitable that we would begin shopping for love, in the same way we do for clothes, music and most other components of our everyday lives.

Throughout human history, changes in culture have always impacted the way we form relationships and the actual concept of the date itself is a relatively recent development.

“So rather than putting all your efforts into having a night out and hoping you might meet someone, there’s a lot more certainty to it.

You look through different profiles and you can send out as many requests as you like.

“With online dating, you generally go first from messaging, to maybe texting and then to actually meeting up in person.” says Bernie Hogan of the Oxford Internet Institute.