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“I think because [decision making in dating apps] is so fast paced we've conditioned people to just wonder, ‘what's next? “I think a lot of people my age are concerned that the person that they're on a date with is thinking, ‘is there something better? ’” “So true,” agreed Allison Norris, a 28 year-old single woman living in Melbourne. They were pretty open about it.” In the face of so much choice, users aren’t afraid to be picky and quick in their decisions – perhaps, somewhat paradoxically, contributing to singledom numbers.

For Thomas Materia, 28, the transparency of dating apps allows him to swiftly sort through a plethora of choices, where values, taste and looks are already on the table.

While e Harmony is based in the United States, Australia is the firm’s largest market apart from its home market, supplying about 10% of the company’s global revenue in 2016.

au targets a similar demographic, with its services tailored to individuals looking for long-term relationships.

Instead, they rely on revenue from online advertising and from onselling information to marketing businesses.To stay competitive, Australian operators must provide the technology and features best suited to their target demographic. Dating app Tinder says 15 per cent of Australia’s population – almost 3.5 million people - use their services, propelled by lust or the quest for love.The increasing number of people wedding themselves to the world of online dating has coincided with another increase: the number of singles in Australia.Rates of single-person households – the majority of which, researchers believe, are occupied by a person not in a relationship – have risen sharply since the 1970s.

This has made it difficult for established players to remain competitive.

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