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"Unlike shopping for a bank or a refrigerator, in the case of online dating, the refrigerator has to like you back," Gilman said.

Online dating is now a part of everyday life for millions of people.It is the largest single way in which relationships start in the UK today.Show that you're humble through a joke, a self-effacing story or a humorous anecdote. To make a strong first impression, use anecdotes instead of a string of adjectives describing yourself.Never lie about your age or what you do for a living. Often on multiple apps at once, users can swipe through dozens of profiles every minute and plan multiple dates, whether in hopes of a love match or a hook-up.

Decisions to meet arise from limited information: A convenient location; a sultry glance captured in pixels; a mutual interest in “banter.” In 2014, Tinder users were spending as long as 90 minutes a day on the site.

The Association will have an important and traditional role as a trade body – ensuring the sector is properly represented so that it has a stronger voice with Government, regulators, the media, financial service providers, social networks and others.

We have been bringing together readers of The Times And Sunday Times since 2005, and if you're looking for love, romance or old-fashioned friendship, The Times Dating can introduce you to like-minded people.

SOURCE: Consumer Reports "It's clear that online dating websites play a major role in the lives of many consumers — we invest a tremendous amount of time, money and emotional energy.

It really is a consumer issue worthy of our attention." said Margot Gilman, money editor for Consumer Reports.

Online dating businesses serve the public when they are looking for new relationships, romance, love and the possibility of a new and lasting partnership.