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Today, nearly half of the public knows someone who uses online dating or who has met a spouse or partner via online dating – and attitudes toward online dating have grown progressively more positive.To be sure, many people remain puzzled that someone would want to find a romantic partner online – 23% of Americans agree with the statement that “people who use online dating sites are desperate” – but in general it is much more culturally acceptable than it was a decade ago.Digital technology and smartphones in particular have transformed many aspects of our society, including how people seek out and establish romantic relationships.

About one-in-five 18- to 24-year olds (22%) now report using mobile dating apps; in 2013, only 5% reported doing so.

But it still means that one-third of online daters have not yet met up in real life with someone they initially found on an online dating site.

One-in-five online daters have asked someone else to help them with their profile.

In 1966, heavy investments of time and money into on-campus recruiting made sense, but times have changed. There are more than a few similarities between recruiting and dating, and one of the biggest is the power of technology to make them both less stressful and more effective.

For centuries before the advent of computer networking, finding a person to spend your life with worked in more or less the same way: eligible bachelors and bachelorettes hoped that they would be able to discover a satisfactory partner through their personal network of friends or family or (less often) through a chance encounter at a social outing.

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