With 22% of spouses now meeting online and over 75% of young people in the UK using dating apps, online dating has become the top way for couples to meet. Hannah Shimko (PhD Ironbridge and Cultural Heritage, 2020) Communications and Policy Director of the Online Dating Association, shares why online dating is so popular and how her Birmingham degree helps her every day.
Old Joe: How has your PhD helped your career?
Hannah Shimko: A PhD is essentially a very long and clear story of your work, your theory and your findings. The years spent refining my communication, research, statistics and story-telling skills have been essential to my career – whether in fintech, heritage or technology. My current role regularly uses skills honed during my PhD across research, statistics, case studies and observations to create narratives to communicate with consumers, the media or legislative and regulatory stakeholders.
OJ: Why do you think that online dating is now more popular than ever?
HS: We are now very used to connecting with our social circles through technology. Online dating allows us to reach a range of potential partners we may never have met otherwise. I'm less than a year into the role and I have already heard so many times: 'I would never have met my partner if not for this or that dating app'.
Dating services can be based around geographic regions, areas of interests, core values or beliefs and hobbies, which means that users have the opportunity to meet a partner whose life goals align well with their own. Our array of members have so many success stories – from countryside couples on Muddy Matches to Myers-Briggs matched couples on So Syncd, we love to see success!
OJ: Would you say that COVID-19 has impacted online dating?
HS: COVID-19 saw a massive increase in online dating activity. As consumers were stuck in their homes, they turned to digital means of engagement and dating was no different. Users had longer conversations on apps during the pandemic, and some services introduced opportunities for daters to use video and voice interaction through their apps.