According to Nielsen//NetRatings survey of UK Internet users who have used online dating, majority of women (54%) try out online dating in order to find friendship, while men (46%) are largely interested in long-term relationships.
| What men and women seek from online dating | ||
| Relationship type | % of men | % of women |
| Friendship | 39 | 54 |
| Long term | 46 | 42 |
| Intimate | 37 | 16 |
| Shared interest | 22 | 27 |
| No strings fling | 30 | 8 |
| Short term | 21 | 10 |
| True love | 14 | 14 |
| Marriage | 13 | 6 |
| Source: Nielsen//NetRatings | ||