We’ve all heard stories about how awkward or just plain horrible Tinder dates can be, but it seems that isn’t really putting users off, with a recent New York Times article revealing that the dating app has almost 50 million users and sky-high user-engagement rates.

Some interesting stats also came to light: the average user logs into the app about 11 times a day and women spend as much as 8.5 minutes swiping left (to dismiss someone) and right (to ‘like’ someone) during a single session, while men spend 7.2 minutes. All of this can add up to 90 minutes each day.

Critics of Tinder say that dating is about a lot more than simply liking someone’s photo but with 12 million matches made daily, Tinder is definitely offering its users more than other dating sites. Tinder co-founder Sean Rad says that when we meet people in a bar, for example, looks are a predominant focus and Tinder is successful because it mimics that.

Tinder’s in-house dating and relationship expert, Jessica Carbino, says: ‘Research shows when people are evaluating photos of others, they are trying to access compatibility on not just a physical level, but a social level.’

What do you think? Are users spending 90 minutes a day looking for love in the most shallow way possible – or is there something deeper at play?