Location

Starting this Friday, November 20th, 2009, eHarmony UK (eHarmony.co.uk) is having a 4 day long free communication weekend. Until Sunday midnight (Nov. 23rd), all members of this dating service can review matches and communicate with all members for free. All that is required from you, is the time you need to try out this matchmaking service.

eHarmony places an emphasis on long term relationships that lead to marriage. If this is something that interests you, give one of the fastest growing dating sites in the UK a try.

The last free communication weekend for eHarmony UK was held at the end of October, just 4 weeks ago (see Story).

Read our review of eHarmony for more details and users opinions on this popular matchmaking service for British singles.

The Times Online UK took a look at what they called Quickie Dating Websites recently. When I think of a quickie I assumed they were referring to an adult dating site where people go looking for casual sex. I was only partly right. They were talking about Affair / Infidelity dating sites for married people. On this side of the Atlantic, the most popular dating site for people looking to have an affair is Ashley Madison, where it is even guaranteed. In the Times article they took a look at Forget Dinner (ForgetDinner.co.uk) which is very popular in London. It is not advertised really as an affair dating site but most people on the service seem to be married. Profiles tend to be straight to the point and a lot of the photos contain nudity. There appears to be about 10 men for every 1 woman on the dating site.

Here are some infidelity related figures for the UK. In 2008, there was 115,200 divorces granted and 29 percent of these divorces were the result of adulterous behavior. According to a Grant Thornton UK Survey (2009), 9 percent of women would cheat on their partner as long as there was no way to be found out. In comparison, 24 percent of men said they would cheat. In the same survey 20 percent of men admitted to having an actual affair where only 10 percent of women did.

In the United Kingdom every month 7 million people visit online dating sites. This is a 27 percent increase over last year, whereas the percentage of the UK population that used the internet only grew by 4 percent.

For more on this story, and to get a couple of men's and one woman's experience on Forget Dinner read Times Online.

Online Dating in the UK is booming. Last year more than five million adults in the UK used the internet to find their partner and the money these online daters spent on dating sites was over £80 million. Now days, one in five people who marry, met that person online. By next year (2010) it is estimated that there will be 16 million singles in the UK, which means there is only room for online dating to grow.

One segment of the dating industry which is becoming more popular are services that offer psychological questionnaires. Dating sites like Match.com UK, Chemistry (North America), DatingDirect.com and eHarmony all offer services that use science to determine matches. Each of these sites will ask you dozens (or hundreds) of questions on your values, attitudes, emotions and personality traits. These questions help the dating site to scientifically analyze how you interpret situations, how you react to problems and how you make decisions. With this information in hand the service then pairs you with potential partners who you should be highly compatible with. This goes beyond love at first sight.

But where did psychometric testing come from?

Developed in the early 20th century by scientists, these tests are detailed questions assessing your intellect, personality traits and knowledge. They were used to recruit spies by the British during World War II and were then later taken up by the CIA.

In the Sixties, Professor Raymond Cattell invented questionnaires that looked at a range of personality traits in the workplace. The Civil Service still uses the system today both in recruiting and to help its managers find the best way to manage their staff according to their psychometric profiles.

Psychometric testing does work but it is still only part of the matching process. People need to be honest with themselves about who they are or they are not going to get real compatible matches from these sites. Members also need to realize that what their perceived ideal match may be, it may not be what the science of matching has found to be the most highly compatible with their personality type. Members of these dating sites need to take a chance and go into online dating with an open mind.

For more on the story, read the Mail Online. To find further details about the dating sites mentioned in this story which offer psychometric assessments, read our Match.com UK review, Chemistry review, DatingDirect.com review and eHarmony review.

Match.com spent around £6m on advertising in the United Kingdom according to Nielsen. Hanft Raboy and Partners previously held the Ad account for Match.com in the UK but this year the new marketing director, Karl Gregory decided on using Mother instead.

The only details we have on the new marketing campaign so far is, it starts in the new year, and it will attempt to engage people at an emotional level.

For the full story visit Marketing Magazine and to find out more about this UK dating site, read our Match.com UK review.

We just got word that eHarmony in Australia (eHarmony.com.au) is having a free communication weekend starting today, Friday October 2nd, and ending Monday October 5th, 2009.

Not only can all members (including free ones) review matches for free but you can communicate with them as well. Just remember if you are a new non paying member, don't use the guided communication FastTrack option. This option is not available for free during this promotion and you would lose the ability to communicate with this member. For those of you who have not used eHarmony before, the FastTrack option allows you to skip the 4 step guided communication process and permits you to go ahead and send a email message right away to your match.

The last eHarmony Australia Free Communication Weekend was held at the end of August (see Story).

Read our review of eHarmony and find out why Australian singles have made this a very popular matchmaking service.

From a Australia point of view, online dating for singles 50 years or older, is seeing a huge increase in popularity. The premier Australian dating site, RSVP has seen a 30 percent increase of these members each year, for the last 5 years. Currently 13 percent of all members are over the age of 50 at RSVP.

RSVP is not alone in their findings. Other Australian dating sites are reporting the same trend. Match.com Australian dating site has seen similar numbers. 12 percent of Match.com.au members are over 50 and this age groups saw an increase of 23 percent in 2008.

For a bit more on this story, see Stuff. To find out more about the most popular dating site in Australia, read our RSVP review.