Paradoxically, despite being a city of over seven million people, it's often said that finding love in London is not easy. Although Londoners are likely to come into contact with hundreds of different people everyday whilst they battle through crowed tube stations and busy streets, the hours eaten up by the daily grind of travelling to and from work mean that time for dating is limited.

To cope with this affliction of time poverty, lovelorn Londoners have looked to fresh approaches to matchmaking. One of the more recent innovations to have appeared is speed dating. Founded in the States, speed dating is now a fairly popularised form of finding a partner whereby participants join an organised event, and meet several potential partners over the course of an evening in a neutral venue. Each couple meet for just a few minutes, which is normally enough to determine whether any attraction is present. Speed dating has been glamorised by its appearance in many mainstream TV shows, such as 'Sex And The City', 'Queer Eye for the Straight Guy', 'The Simpsons' and even the 'Vicar of Dibley'.

The web has also had a huge impact on modern dating; at one time, the idea of an online romance was frowned upon, but the stigma of online dating has long since faded. The internet has also revolutionised dating agencies and the days of signing up to expensive agencies, to be sent on an awkward date with an ill-fitting partner are long gone, as the net has put the power of love back into the hands of the people.

A multitude of dating sites now exist which aim to make dating in London an altogether more fruitful experience. After all, time is one of the most precious commodities to inhabitants of the capital, and nobody wants to waste it by going on dates that are going to go nowhere. The fact that 22 million people visited dating websites in 2007 is testament to the fact that people are now just as happy to jump online to find a date as they are going down the local pub or nearest nightclub.

Dating sites allow those looking for love, fun or just friends, to upload a picture and a little personal information, along with any preferences about what they are looking for in a partner. Such sites can automatically find matches based on this information, and users can also browse through other people's profiles and get in touch with anyone who takes their fancy. Social networking sites such as Facebook and MySpace are also assisting people to find love online, with countless stories of "love at first email", as well as old flames being reignited after reconnecting though such sites.

So if you're looking for love in London, or anywhere else for that matter, log on, sign up and get dating.

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