While I commend POF for aiming to change their hook-up site perception, I am skeptical that this will shift their identity simply by shutting down the hook-up portion of the site.
"All this increased activity makes the pool [of prospective daters] bigger," he said.
reports that 64% of singles' 2013 New Year's resolutions are about finding love this year. No figures were available for this year, but it's safe to assume more people than usual are considering giving online dating a try.
So midwinter has long been a time of reappraisal, a time to reflect on what we have and what we lack.
On Monday, POF founder, Markus Frind, announced to members that the site will be undergoing some major changes.
Biological anthropologist and chief scientific advisor to Match.com, Dr.
Helen Fisher, explains: "Christmas is a time of celebration, a time of reflection, and a time of rebirth.
an increase in sign-ups happens every year on Christmas Day, bumps up on New Year's Day and goes until Valentine's Day.
December through February is high-season for dating websites.
And since 1 out of 5 relationships start online, dating websites make a good place to look for love. "This is a time when hope and optimism are strong within the singles community and the draw to try is at an all-time high," Amarnath Thombre, SVP of strategy and analytics for Match.com, said in a press release.
But it's not just New Year's resolutions pushing people to focus more on their love lives.
Due to the low barrier for entry this leads them to attract more casual daters.