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Researchers point to the role of counterfactual thinking: Having more choices allows people to generate counterfactuals, or evaluative thoughts about the merits of the discarded alternatives (i.e., "what might have been"), which, in turn, lower satisfaction. "When the cost of the investment of meeting someone is really low and there are tons of options you'll explore those options," Toma says.Unlike objects such as pens and chocolates, their study shows, online dating is an experience, and one that unfolds over time."Sifting through choices is potentially problematic in that it can create the perception that the grass is always greener." Toma and D'Angelo conducted an experiment with 152 undergraduate students to find out how the number of choices online daters are given, and whether these choices are reversible, affects romantic outcomes.What they found was that a week after making their selection, online daters who chose from a large set of potential partners (i.e., 24) were less satisfied with their choice than those who selected from a small set (i.e., 6), and were more likely to change their selection.

Couples who have been together for a decade or less—also typically younger than those who have been together for longer—are much more likely to have used dating services or the internet to meet their partner, to use technology to help with the logistics and communication in their relationship, and to report that the internet had an impact on their relationship.

emerged as a result of the idea that individuals are linked via six degrees of separation [1], and is conceived as “the small world problem” in which society is viewed as becoming increasingly inter-connected [2].

In 2004, , was launched as an online community for students at Harvard University and has since become the world’s most popular SNS [3].

In 2016, there were 2.34 billion social network users worldwide [4].

In the same year, 22.9% of the world population used [5].

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