(CNN) - Those without a sweetheart this Valentine's Day may look to their smartphone or tablet to help direct Cupid's arrow their way. And those with a special someone may look to their mobile device to help them say, "I love you ."
From the $2 billion a year online dating industry, to new research showing how the internet adds something extra to relationships, old-fashioned love has joined in a union with modern technology.
That's one reason startups continue to get into the crowded online dating field, like Hinge, an app now available in just a handful of cities.
"We believe that right now, dating sites that are out there are pretty awkward. They're a lot of work, and they just don't lead to great results. And, so what we're trying to do is create a simple, fun experience, for the kind of Facebook generation," Hinge CEO Justin McLeod said.
Hinge draws from a user's existing connections on Facebook in their city, rather than a pool of relative strangers, one of the latest twists as app and web developers keep working in the name of love.
If using your smartphone as a wingman still sounds a little impersonal, you're starting to become outnumbered. A study last fall from the Pew Internet and American Life Project found six in 10 Americans say online dating is a good way to meet a match.
And a new report from Pew says that among the quarter of committed couples who use technology in their relationship, the majority point to a positive impact.
"Some couples say it helps with things that you might call emotional intimacy. So whether that's an ability to share a piece of information that makes you feel closer, or have a conversation that makes you feel closer to your spouse," Amanda Lenhart with Pew said.
Cupid's arrow, it's not. Nor can a smartphone really replace time with a sweetheart, but technology is helping more people, make and keep connections.
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