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“I’d hazard that your chances of finding love through one of these sites is probably about 10 to 15 percentage points greater than through traditional means.” For all the claims of success, some experts warn that the online dating is making monogamy more, rather than less, elusive.
“I’ve found a tendency for the 'grass is greener mentality’ to set in, where the person they’ve set their sights on seems great until they decide to check out 'just a few more profiles’ and spot an 'even better’ singleton,” warns relationship expert Dr Pam Spurr, author of Love Academy.
But other sites, which can cost up to £3,000 a year to join, offer their clients a bespoke selection of potential partners to share your love of sushi, dachshunds or The Apprentice.
There are dedicated websites for every religion, for the unhappily married, for the beautiful – where existing members decide if you merit joining their ranks – the overweight, Oxbridge graduates, country lovers – not to mention Telegraph readers (dating.uk). Using slogans such as “love is no coincidence” they test samples of your saliva in order to make the best DNA match for you – claiming that these couples are more likely to have enduring relationships, satisfying sex lives and higher fertility rates.
Just today, nine million Britons will log on looking for love.
Anna Wilkinson has been married for seven years, has two young children, and – although exhausted – is delighted with her lot.
“I was 33, had just broken up with my boyfriend and was beginning to think I’d never have a family life.
These algorithms can probably pick up some key things – for example, it’s true we’re more likely to be friends with people with the same values as us, who share our cultural milieu.
“But you can’t predict what googlies life’s going to throw at a relationship, for example one of the biggest predictors of being divorced is being made redundant and no one knows if that is going to happen to them or not.” “Overall,” he adds.
The result is that, rather than being someone that defies all calculation, love is now big business worth an annual $4 billion internationally and growing at 70 per cent a year – with high-tech venture capitalists, psychologists and software engineers reaping vast rewards.