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“Any relationship that forms is more likely to be based on a shared value system, the same interests, the same legwork as opposed to a relationship based on chemistry alone, which, as we all know, is the quality that tends to fade first in a relationship.” The cheapest dating sites offer a smorgasbord for customers to browse, with thousands of men and women claiming a GSOH and posting out-of-date photos.

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Just over a third had met their spouse online – and their marriages were 25 per cent more likely to last than those of couples who’d met via traditional routes – in a bar, at work, or via family and friends.

Moreover, couples who’d first met face-to-face reported slightly less satisfaction with their relationships than their online counterparts.

Professor John Cacioppo, who led the study, said the sheer number of available potential partners online could be among the reasons for the results.

There was also the fact that dating sites were more likely “attract people who are serious about getting married.” Paula Hall, a counsellor for Relate, agrees that the main advantage of online dating is that “couples are more likely to be on a level playing field and share the same agenda.

Academics, meanwhile, are fascinated by the data being gathered — and largely kept secret — by the dating industry.

“We’d love to get hold of more of it, but they’re not keen to share though we’re in discussion with a few of them,” says Robin Dunbar, professor of evolutionary psychology at Oxford University and author of The Science of Love and Betrayal.With regard to age, the motivation Love, Casual Sex and Ease of Communication were positively related to age.Finally, Tinder motivations were meaningfully related to offline encounters with Tinder matches.Just today, nine million Britons will log on looking for love.The result is that, rather than being someone that defies all calculation, love is now big business worth an annual billion internationally and growing at 70 per cent a year – with high-tech venture capitalists, psychologists and software engineers reaping vast rewards.In sum, the study showed that emerging adults have six primary motivations to use Tinder and that these motivations differ according to one’s age and gender.

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