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The 21st century has seen a significant transformation in the way people approach life. Most notably, advancements in web technology have seen human communication revolutionised, with individuals using the internet to instantly connect with one another across the globe. Thus, just as the telegram was rendered obsolete with the introduction of the telephone, letter writing has been superseded by the email.

Online dating is arguably one of the biggest social changes to have taken place, with millions of people looking to the web for love. Gone are the days of having to concoct a fantastical story for friends and family about how you and your internet partner met. In fact, people are increasingly recognising the value – both in time and quality – of courting prospective partners online.

Just look at the statistics: in 2007, 7.8 million single British people used some form of online dating service, with 52 percent of men and 48 percent of women having done so within the last 12 months.

So, why has the UK online dating scene taken off so spectacularly? One of the biggest reasons attributed is lack of time to go out and meet the ‘right’ people. It is a fact that many are tending to focus more on their careers, leaving settling down until later in life. As a consequence, there has been a decline in numbers of people having the time to date.

Not only that, but with the range of applications the internet offers, it is much easier to search for likeminded people, thus removing the hassle of wading through a mass of undesirables. For instance, when joining an online dating service, it is normal for the participants to create a profile including their likes and dislikes, as well as photos. Therefore, at a glance, it is possible to determine whether or not someone is a possible match.

And, after selecting people you think are dating material, you can then engage in some online flirtation to further establish your compatibility. In place of writing love letters, then, potential couples can woo one another via instant messaging, thus making the whole process that much more efficient. ‘Speaking’ online is also a great precursor to meeting up, and since it is a speedy method of communication, it can be conducted whilst you are on the run!

Taking the lottery out of looking for love, whilst at the same time maximising the most of your limited time, online dating in the UK has found a way to bring the romance back. It is a trend predicted to continue well into the future, with many stating that the internet is one of the only successful ways to meet your perfect match.

Victoria Cochrane writes for a digital marketing agency. This article has been commissioned by a client of said agency. This article is not designed to promote, but should be considered professional content.