However, the research from Nielsen//NetRatings's Online Dating Survey shows that more traditional methods of dating are still preferred.
Of the 3,400 people surveyed, 58% of whom were men and 42% women, the majority (53%) said they would try meeting potential partners through friends or in pubs and clubs.
Nielsen said that, while acknowledging that there is still a stigma attached to getting a date through a third party, online dating sites are becoming a more attractive prospect for the love-hungry.
The report discredits the old adage that looks do not matter, with a person's photo being the number one reason for getting in contact with them. This was especially the case with men. Women in the survey were less superficial, saying they were most likely to contact someone based on their description of themselves. However, the survey also said that women were most likely to be untruthful about themselves.
Other gender stereotypes also still apply. Men who took part in the survey were four times more likely than women to look for a no-strings fling.
Alex Burmaster, Nielsen//NetRatings' European internet analyst, said: "Women seem to be a little less specific about the kind of relationships they are looking for -- favouring friendship and true love -- while men's relationship goals are more definable and concrete, whether this is marriage or a no-strings fling."
Surprisingly, or perhaps more realistically, only 8% of women said that they were looking for marriage through internet dating services, compared with 13% of men.
"The fact that true love and marriage score poorly compared with the other categories might seem surprising at first but when you consider that dating sites attract a huge variety of people -- from divorcees, to silver surfers, to gays and lesbians -- then it is easier to understand why marriage becomes a less relevant goal," he added.
The research is good news for online dating companies. Nielsen//NetRatings said that UK internet dating and personal ads sites are attracting over 3.5m people a month. and have almost doubled their audience in the last 12 months.
Other findings revealed that age was the fourth most important reason for deciding to go on a date with someone and that their job was the eighth most important.
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