This trend is partly driven by a rise in the number of single people within the population.The last Office for National Statistics census in 2011 revealed that over 15.7 million adults in England and Wales had never been married, up from 12.5 million in 2001.I mean, one could argue that even Voyager 1's Golden Record is kind of a massive, interstellar personal ad (complete with the recorded sound of a kiss! It's as if humanity decided to document all our best features and send them into space with this message: So dating apps are really the latest manifestation of human beings doing what we've always done -- create new tools to communicate and then turn around and use those tools to find love, sex and companionship.
This demographic trend has coincided with an explosion of online dating brands seeking to meet different dating needs.
With Valentine’s Day arriving on Saturday, online dating brands have been particularly active in recent weeks in advertising their services to singletons.
The report suggests that the stigma associated with online dating has diminished considerably in recent years, with more than a quarter of people aged 18 and over (27%) now on dating websites or apps.
Mintel analyst Rebecca Mc Grath also points out that popular apps such as Tinder, Grindr and Hinge have tapped into wider mobile and social networking habits in order to drive acceptance.
“The popularity of free dating apps has made a big impact on online dating over the last several years by dispelling perceptions, opening up online dating to a new market and driving mobile usage,” she says.