Quarter of Britons use dating apps even when in a relationship - study
Nearly a quarter of Britons continue to use dating apps even when in a relationship, new research claims.
A study by smartphone maker HTC into British behaviour on dating apps found that 24% kept their profile active even when they entered a relationship, a figure that rises to 34% in Northern Ireland.
A quarter (25%) of Britons also admitted to having at least one or more dating apps installed on their smartphone.
However, using dating apps remains a key resource for finding love for many, with 37% of those surveyed saying they had met a partner via such an app, and 35% of those in Scotland adding that it had led to a meaningful relationship.
With matches in dating apps such as Tinder, Happn and Bumble based largely on judging photos of prospective partners, fashion choices were found to be a crucial factor in decision-making, according to those surveyed.
According to the research, red was the most eye-catching colour for men, while more than a third of women (38%) said blue was the most attractive colour on men.
The most desirable fashion choices in profile pictures of men included a suit jacket and skinny jeans, while the 'man bun' hairstyle was among the least desirable. Those in gym gear were named as the most attractive female profiles.
Personal stylist Chantelle Znideric said of the survey results: "With the growing prevalence of mobile app dating, it's so important to learn how to style yourself correctly to look great on your mobile.
"In the past, first impressions were made on the first date, whereas these days potential partners are making snap decisions with every swipe, based on two or three images."
Dating apps have grown exponentially in popularity in recent years, overtaking many dating websites that came to prominence in the early 21st century.
Tinder is currently the number one-ranked free 'lifestyle' app on the App Store and is estimated to have more that 50 million users globally, while claiming to have made more than 50 billion matches.