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By 2009, that number had grown to around 20 per cent for heterosexual couples, and 60 per cent for same-sex matches.

An estimated 30 to 40 million North Americans now use online dating sites.

Why settle down when a better match is just a click away?

And where is the incentive to work through relationship difficulty when it’s so easy to access alternatives?

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Last week, Facebook unveiled “Graph Search,” a new search engine that will allow users to comb through data from their existing online networks.

In 2012, a meta-analysis of online dating research by five U. do not always improve romantic outcomes; indeed, they sometimes undermine such outcomes.” The report continues: “By suggesting that compatibility can be established from a relatively small bank of trait-based information about a person—whether by a matchmaker’s algorithm or by the user’s own glance at a profile— online dating sites may be supporting an ideology of compatibility that decades of scientific research suggests is false.” Still, the now-ubiquitous smartphone promises more of the same—with the addition of GPS technology and social network integration.

S.-based psychologists concluded just the opposite: “The ways online dating sites typically implement [their] services . The search for mates (or the temptation to search for mates) will soon be mobile and transparent, and it will be constant.

K.-based online dating executive Dan Winchester, who predicts, “The future will see better relationships, but more divorce.” Internet dating sites, supporters say, create a larger and more fluid “dating marketplace,” which in turn yields better and more compatible matches.

On the flip side, this bustling new marketplace, with its steady pace of transactions, might threaten traditional marriage.

Slater doesn’t think that online dating will necessarily destroy monogamy, but he does think that monogamy will change and become more transient.

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