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There is no longer much a stigma about meeting a partner online, and few now view online dating as unsafe.

“People used to make up stories about how they met, so they wouldn’t have to admit that they met online, but now many people embrace it,” says Thomas.

If you don’t already have a Dating profile, you can’t receive Secret Crush notifications.Some 39% of heterosexual couples that got together in the US in 2017 met online, according to a recently released study (pdf) by sociologists Michael Rosenfeld and Sonia Hausen of Stanford University and Reuben Thomas of University of New Mexico.This was also the case for more than 60% of same-sex couples that year.“Now it is basically an individual quest.” This has also created a billion-plus industry to help people on that quest (paywall).Thomas and his counterparts’ research paper is currently under review for publication in an academic journal.

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