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Nevertheless, only one in three had actually gone out on a date with someone they met online.
For comparison, 88% of Americans who were with their current spouse or partner for no more than five years said their met their mates offline.
Under this metaphor, members of a given service can both "shop" for potential relationship partners and "sell" themselves in hopes of finding a successful match.
Attitudes towards online dating improved visibly between 20, the Pew Research Center found.
It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of finding a romantic partner.
That is, online dating sites use the conceptual framework of a "marketplace metaphor" to help people find potential matches, with layouts and functionalities that make it easy to quickly browse and select profiles in a manner similar to how one might browse an online store.
In addition, online daters felt that online dating is easier more efficient than other methods (61%), and gives access to a larger pool of potential partners (62%), compared to 44% and 50% of non-users, respectively.