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Shopping for love in the 21st Century

Delmege, S. (2009) Shopping for love in the 21st Century. In: Media Technologies, Community and Everyday Life Symposium, 2 September 2009, Centre for Everyday Life, Murdoch University



Online dating is only a little over a decade old, yet the revenue and numbers of users worldwide suggest that digital portals are fast becoming part of everyday life. Already, more than 50 per cent of singles in the US and the UK have used dating websites, to produce more income than any other online content category in the US (Litz, 2007; Sondranek, 2005; Internet Dating Statistics, 2008). Of course dating websites are just the latest relationship mediator in a well documented history, but a key difference from previous mediums is scale: internet dating sites provide enormous choice. This paper presents findings from a qualitative study with online daters about how they manage choice, and contributes to our knowledge about the impact this process is having on attitudes and behaviour in online and offline environments. Before discussing these findings, we will provide a brief overview of the factors driving the growth of internet dating. We will then present our methodology and findings and conclude with possibilities for further research.

Item Type: Conference Paper
Murdoch Affiliation(s): School of Media, Communication and Culture
Conference Website:
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