“It’s Gone from More of Convenience to Necessity at This Point” Exploring Online Dating Use in the UK during the COVID-19 Pandemic: A Thematic Analysis

Nikki Dean Marshall (), Benjamin John Partridge, Jade Mason, Chanda Purba, Amanda Sian, Jessica Tanner and Rosie Martin
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Nikki Dean Marshall: School of Psychology, University of Nottingham, Nottingham NG7 2RD, UK
Benjamin John Partridge: Department of Psychology (CEBSAP), Sheffield Hallam University, Sheffield S1 1WB, UK
Jade Mason: Department of Psychology, University of Sheffield, Sheffield S10 2TN, UK
Chanda Purba: Department of Psychology, University of Sheffield, Sheffield S10 2TN, UK
Amanda Sian: Department of Psychology, University of Sheffield, Sheffield S10 2TN, UK
Jessica Tanner: Department of Psychology, University of Sheffield, Sheffield S10 2TN, UK
Rosie Martin: Department of Psychology (CEBSAP), Sheffield Hallam University, Sheffield S1 1WB, UK

Social Sciences, 2023, vol. 12, issue 10, 1-15

Abstract: There were reported increases in negative emotions such as boredom and loneliness during lockdown; simultaneously, there was a notable increase in new users and activity on online dating platforms (ODPs). While motivations for using ODPs vary widely, there is limited understanding for users’ motivations to engage with ODPs in a time when restrictions were in place. To explore users’ motivations and the impact COVID-19 had on their online dating experiences during the pandemic semi-structured interviews ( N = 12) were conducted in the UK during December 2020–July 2021. Data were analysed using reflexive thematic analysis. Motivations for using ODPs during the pandemic included addressing negative emotions such as loneliness, but, crucially, they became a necessity for meeting new people and making romantic and non-romantic connections in a time of social isolation. Lockdowns had negative effects on creating and sustaining online connections; however, where online connections were made, lockdowns restricted contact through social distancing and tier systems, limiting the ability to progress a relationship by moving it offline. Online interactions provided a relationship building foundation; however, there was ultimately a need to move the interaction offline in order for the relationship to develop. Findings related to motivations fit with prior literature; however, there was a shift in priorities, with importance being placed on online spaces to meet social needs that were limited due to the pandemic. ODPs were important for society, they provided a space for connection and socialising, which was vital in helping people navigate the solitude of lockdown.

Keywords: online dating platforms (ODPs); lockdown effects; online dating; relationship building; pandemic; motivations (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2023
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