Mobile phone flirting 'is hotting up'

Love Heart
Image caption New technology has changed the way some people flirt and date

Spending on flirting and dating services on mobiles phones showed signs of hotting up, official figures show.

The amount spent rose by 36% in 2010 compared with the previous year to £34.7m, premium rate regulator Phonepayplus said.

Mobile and online flirting services reported a boom in sales of "virtual gifts" - such as a virtual kiss sent to somebody's mobile.

Men are more likely to phone flirt, the report said.

Some 63% of users were men, with 18 to 34-year-olds the most likely to use the premium rate flirting services.

"As a regulator, we welcome innovation in the market and very much want consumers to enjoy fun new services with the reassurance that there is a regulator working with industry to prevent consumer harm," said Paul Whiteing, chief executive Phonepayplus.

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