Some experts believe that the rise in mobile dating is due to the growing popularity of online dating. Others believe it is all about choice, as Joe Brennan Jr., vice president of Webdate says, "It's about giving people a choice. They don't have to date on their computer. They can date on their handset, it's all about letting people decide what path is best for them." A recently published study shows that currently 7.8 million singles in the UK search for a partner online every month. This is already a significant increase from 2011 (6.3 million). This increase is allegedly caused by Mobile Dating due to current social dating services like Tinder or Badoo, which allow people to quickly make new contacts on the go.