Whitty, M., Buchanan, T. & Watson, A. (2009). LoveGeist: Love Landscape. Match International.
note and quote:
We found that 43.3% of men and 61.9% of women had become fussier about who they date over the last year.
I wonder to what extent this is because of the process of dating via technology. As Bernie Hogan says in the OII report Me, My Spouse and the Internet,
in the past 15 years people have not only gotten more individualistic about their relationship strategies, but also more instrumen tally focused. Individuals are increasingly considering the practice of finding a mate as a distinct and intentional activity with its own set of contexts and conventions, rather than something that just happens’ as one goes about other activities.
They date the beginning of the inexorable rise and rise of online dating as 1997.