From there getting in touch with the guy you find most interesting is as simple as a few taps on your smartphone screen.
And getting to know him better before meeting face to face is done just as easily via the site.
Studies in behavioral economics show that the dating market in Western society is grossly inefficient, particularly once people leave high school or college, he said.
"The Internet holds great promise for helping adults form healthy and supportive romantic partnerships, and those relationships are one of the best predictors of emotional and physical health," he said.
But there are downsides to looking for love on the web, according to Reis.
Skimming over hundreds of potential mates can promote a "shopping" mentality, in which people are excessively picky and judgmental.
Also, many online daters correspond with one another for weeks or months by computer before ever meeting face-to-face, which has been shown to yield unrealistic expectations.
At one time, the word “desperate” was almost always used in close proximity to the words “online dating.” Those days are long gone, as study after study is stating that online dating is now among the most popular ways for couples to meet.
The research, based on a survey of more than 19,000 individuals who married between 20, also found relationships that began online are slightly happier and less likely to split than those that started offline."Online dating is definitely a new and much needed twist on relationships," study co-author Harry Reis, professor of psychology at the university, said in a written statement.