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Offline, the holiday season tends to see a jump in both condom sales and conceptions.Some of this has to do with the dreariness of the winter months, researchers think: We just have a whole lot of time after the holidays to mess around on the computer.
Yet with the online dating industry worth £170 million by 2012, and a 2014 study predicting that more than half of couples will meet in the digital world in 20 years’ time, it’s clear that dating websites have an enduring appeal.
But there’s no denying the dramatic, slightly heartstring-tugging seasonality in online dating.
Across the board, dating sites see way more action between New Year’s and Valentine’s Day than they do any other time of the year.
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.
In terms of the number of fish in the sea, it’s all downhill from there.
I exaggerate a bit, of course: Match has 2.4 million North American users and Plenty of Fish has 90 million worldwide; by all accounts, you can find a date — if not a particularly good one — on either site, at any time of the year.
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“On Twitter, actually” she says, clearly surprising even herself with her answer “which in a way is better.
People only reveal a very specific corner of their personality on dating sites, but on social networks you get to see what they think and feel about a whole range of topics, as well as what their sense of humour is like”.
The CRTC isn’t a cheap date, as Plenty of Fish recently found out.