From personal experience, moving to London in my early twenties, meeting date-worthy characters can be tough - and time consuming.
Enter: Tinder, and now our constant need to multitask can be fulfilled by swiping left and right whilst on the bus home from Tesco.
Ok Cupid, a matchmaking website founded in 2004, pairs users based on their answers to survey questions.
How would you suggest a person state they are poly-amorous without seeming creepy?
I understand that most people are monogamous and would be turned off when seeing that statement or that the person messaging them is married.
Rather than let fate randomly choose the love of his life, Mc Kinlay took matters into his own hands.
He knew that the creation of affection and a life spent together should be the product of deductive reasoning.
Using sophisticated computer programing and statistical analysis, he sorted the data of 20,000 female users into two categories: artsy young women and professional creative women.
He then created two separate profiles which assigned varying degrees of importance to the questions Ok Cupid posed for matchmaking purposes.
These degrees of importance were evenly weighted according to the statistical preferences of each group.
By aligning his own profile with those of potential partners, Mc Kinlay hoped to boost his chances of finding a life partner.
The phenomenon seems particularly relevant to middle-aged and older people, who appear to be flooding to dating websites, and are generally less apt to practise safe sex, suggest some analysts.
“By the time you meet and start having sexual activity, perhaps you have this sense that you’re really comfortable and you know this person well,” said Pam Krause, executive director of the Calgary Sexual Health Centre.
Following a steady decline in the 1990s, HIV infections also crept up again in the 2000s, while heterosexuals and women specifically made up a burgeoning percentage of new patients, public health agency statistics show.