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Some believe that the proliferation of such apps has fueled modern dating behaviors.

At the 2012 i Date Mobile Dating Conference, the first ever consumer focus group for mobile dating apps unanimously reiterated the same complaints from years prior. These concerns varied between participants and included physical, emotional and sexual risks, the risk of being scammed, the risk of encountering dangerous and dodgy people, the risk of pregnancy, risks to family, the risk of lies and deceit.

Others believe it is all about choice, as Joe Brennan Jr., vice president of Webdate says, "It's about giving people a choice. They can date on their handset, it's all about letting people decide what path is best for them." A recently published study shows that currently 7.8 million singles in the UK search for a partner online every month.

This is already a significant increase from 2011 (6.3 million).

These services allow their users to provide information about themselves in a short profile which is either stored in their phones as a dating ID or as a username on the mobile dating site.