Extramarital dating websites

Tue 20 March 2012 16:15, Leanne Collyer

The popularity of websites aimed specifically at facilitating extramarital affairs is on the rise. These sites allow users, who already have a spouse, to find and meet potential partners who are interested in dating. The demand for this service has become so great, that advertising has crept off the cheesy personal pages of the daily papers and into mainstream consciousness. The Dutch website “Second Love”, for example, regularly runs ads on television, for people of all ages and walks of life to see.

And just like conventional dating sites, users can create profiles, filled with their most interesting personal information and photos. Contact is made through private messaging and chat boxes. For obvious reasons, discretion lies at the heart of this business, and it is this air of mischief and adventure that probably drives this market.

So, who exactly uses these services? Popular British site maritalaffair.co.uk, reports that most of its users are between 35 and 54, highly educated and married with children. Furthermore, women who visit the site weekly, do so three times more often than men.

AshleyMadison.com, another well known site, says a new British member signs up every 45 seconds. Noel Biderman, the company's chief executive officer, recently told the Times that 'the foundation of our business in Britain is the married woman.” He added: “I have been to London and a few other British cities where there are massage parlours and clubs with a wink towards gentlemen, but almost nothing for women.” A surprising change from the traditionally held beliefs about men and cheating.

However, it's not all fun and games. Social media sites are playing a bigger, more serious role in our lives, yet by lack of recent indepent studies I can only assume that the same might apply to marital breakups.

How do you feel about extramarital dating websites? A fun tool to empower women? Or morally reprehensible?

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