'Toy-boy' phenomenon a celebrity trend, expert says

Several online dating sites dedicated to helping older women seek out younger men have been established to meet rising demand for this type of relationship but new research has disputed the trend.

Despite widespread beliefs that celebrities such as Madonna and Demi Moore are influencing women to search for younger partners for long-term relationships, the study by the University of Wales Institute, Cardiff (UWIC), poured cold water on the theory.

According to Dr Michael Dunn of UWIC's Cardiff School of Health Sciences, who carried out the study in collaboration with graduate students Lara Clark and Stacey Brinton, the "toy-boy" phenomenon exists only in the celebrity world.

The research found that both men and women are still quite traditional when it comes to searching for their ideal partner, with women going for older and preferably wealthy men.

However, men prefer a young and attractive female and will not shy away from seeking out women who are much younger than they are.

These desires among men and women are not a result of vanity or stereotypes, but rather a product of evolution, according to the researchers, who carried out the study on 22,000 men and women on online dating sites across 14 different cultures and two religious groups.

Women across all the age groups, which included 20, 25, 30, 35, 40, 45 and 50, as well as cultures, prefer to have a long-term relationship with males who are either their own age or older.

"A critically important consideration for advertisers on online dating sites appears to be the age of a potential partner," commented Dr Dunn.

"A wide variety of evidence has shown that women, when considering a potential long-term partner, focus more than males on cues indicative of wealth and status and these logically accumulate with age.

"Males conversely focus more intently on physical attractiveness cues and these are clearly correlated with the years of maximum fertility."

The researchers suggested that female financial independence may be leading to the toy-boy phenomenon as they are now free to go for men from any age group because financial security associated with older, wealthier males is no longer a priority.

Meanwhile, singles eager to meet someone new this Christmas should consider dressing to kill, according to online dating site mysinglefriend.com, which said this is the best time to search for a partner.

Giving tips to single people on the Sun, the website recommended going to parties, networking and not being afraid to venture beyond the usual friends circle.

Single women should also be "bold and chatty" and "avoid cheesy chat-ups", and if they feel all the right signs are present they should go ahead and make the first move.

And finally, if you really like a man, the site advices against jumping into bed, but instead "take their number and promise to phone to arrange a date. Call when you say you will".