A study by Chicago University in 2013 also found that couples who meet online are 25 per cent less likely to end in divorce or separation than those that began through friends or chance.
In a bid to pour some clarity on the issue, I investigated the vast and (occasionally) terrifying world of dating websites.
Tinder and Plenty of Fish are free to use, so prime stomping ground for the Melis’ of this world, whose approach to dating is much like a cat toying with a ball of string.
Plenty of Fish is the largest dating site and has over 90 million users, but you can also get a paid premium service.
Tinder is set to introduce the same, so users can undo a hasty swipe.
According to year long Plenty of Fish member member, Brian*, "Profiles tell you so little about a person.
Everyone likes going out sometimes and staying in sometimes.
Everyone has friends or family that are important to them. While POF may seem more in depth than Tinder, all you really do is judge people physically".
Those on a more serious quest for love tend to choose sites like E-Harmony, which has a giddlingly huge list of compatibility criteria on which it pairs its users.
This comes with its own set of potential pitfalls, however, since first dates with this kind of ‘good-story-to-tell-the-Grandkids’ expectation can be terrifyingly intense.
I’m on set at a Zombie-Valentine-themed boutique lingerie shoot (don’t ask) chatting to long-term single, serial-dating model Melis*.
She’s tried pretty much every mainstream online site going, but confesses that she isn’t really looking for love.“It’s more like a game of snap” she tells me.
“When someone expresses an interest in you, whether it’s with a message, a ‘like’ or a ‘wink’ it’s like ‘BOOM! It’s this little daily self-esteem boost – A way of flirting with no consequences and without even having the leave the house”.