Online dating has fundamentally reshaped the way many of us navigate romantic relationships.

According to the 2023 Ofcom Online Nation Report, more than one in ten (11%) UK adults actively engaged with online dating platforms, with the figure rising to one in five (20%) among individuals aged 25 to 34¹.

These platforms are not only helping to broaden our scope of potential connections, but they have also introduced new ways in which we communicate with one another, diverging from conventional matchmaking methods. Dr. Łukasz Szulc, Senior Lecturer in Digital Media and Culture, in the School of Arts, Languages and Cultures at The University of Manchester, discusses the societal impact of the transition to online dating and explains how this shift has influenced authenticity, relationship dynamics and even how people make impressions on one another.

The evolution of online dating

Matchmaking in the UK has a varied history. In the 1600s, it was common for vicars to suggest potential partners for their parishioners based on social status and class, and until the early 20^th century, parents were often tasked with selecting appropriate men and women for their sons and daughters to marry. However, in the 1930s, more modern matchmaking agencies began to emerge, helping individuals to find partners through a curated and vetted process.

And while these types of agencies still exist today, they have been almost entirely usurped by the introduction of online dating.

In 1995, the first dating site, Match.com, launched and since then the popularity of online dating has continued to rise, with sites and apps catering for all types of relationships, from Tinder, Hinge, Grindr and Bumble.

These sites have opened the door for people to make countless new connections that would not otherwise be possible, and in turn have changed the way we date.

Changing dynamics

In today’s world of online dating, we have a plethora of romantic matches at our fingertips. This not only alters how we communicate – shifting from face-to-face meetings to online chats – but also lets users set specific partner preferences and quickly accept or reject matches with a simple swipe.

In many ways, this is welcomed as it helps narrow down partners with similar interests, dating goals and opinions. However, the “gamification” aspect of online dating is becoming a concern. Developers aim to keep users hooked by offering rewards and tracking progress. For example, mutual likes result in a match and users receive instant gratification through notifications and messages.

This constant evaluation and the potential for rejection can heighten anxiety for many, and it was less prevalent in traditional matchmaking. Nonetheless, meaningful relationships can still be built through online dating, which is made apparent from a recent Forbes Health survey which found that 70% of US individuals who met someone on a dating app ended up in a romantic, exclusive relationship.

Societal impact

Online dating has transformed how people present themselves to potential partners, with carefully curated profiles used to shape impressions.

Selecting and editing photos, bios and filtering matches can be positive for finding the right partner, but can also lead to issues of authenticity, deception and misrepresentation. Users may exaggerate or even lie to appear more attractive or desirable, a phenomenon commonly referred to as catfishing when taken to the extreme.

According to Lloyds Bank, the number of people falling victim to romance scams increased by a fifth (22%) in 2023, compared to 2022, with the average victim losing £6,937³.

Online dating can sway how we judge and engage with our matches, favouring surface-level traits like looks over deeper connections like personality and values. This contrasts with traditional matchmaking, where personality, shared interests and long-term compatibility took centre stage, and were guided by matchmakers or trusted friends and family.

As online dating becomes more mainstream, it’s crucial to recognise that its acceptance and usage differ widely based on cultural norms and personal attitudes, as cultural expectations and individual beliefs shape our notions of what’s acceptable in dating, romance and intimacy.

The future of online dating

Despite the challenges, online dating will continue to evolve as more people embrace its accessibility and diversity.

Technology advancements promise to further enrich user experiences, with artificial intelligence already playing a pivotal role in matchmaking. Looking ahead, the widespread adoption of virtual reality will become commonplace, and the integration of biometrics has the potential to facilitate online connections through physical cues such as heart rate or eye movement.

Biometrics can also be used to help verify the identity of users to enhance security on dating platforms and encourage authenticity. However, these technologies will pose ethical and social challenges, such as privacy, consent and survaillance, which need to be addressed and regulated before they can be adopted.

The University of Manchester’s BA in Digital Media, Culture and Society empowers students to delve deeper into contemporary challenges, such as online dating, and their societal implications. Through innovative approaches, students gain the skills to address modern digital media challenges, applicable across diverse sectors such as social media, entertainment, policymaking and journalism.

Find out more information about the course and how to apply here.

1. https://www.globaldatinginsights.com/news/ofcom-shares-uk-dating-statistics-for-2023/
2. https://www.forbes.com/health/dating/dating-statistics/#:~:text=Nearly%2070%25%20of%20individuals%20who,led%20to%20a%20romantic%20relationship.

https://www.lloydsbankinggroup.com/media/press-releases/2024/lloyds-bank-2024/romance-scams-rose-by-a-fifth-in-2023.html#:~:text=The%20number%20of%20people%20falling,in%202022%20(%C2%A38%2C237)

Related