What I'm hearing is a lot of people are disillusioned and a lot of people are using it for hook ups.' Ms Holloway has been studying body language and believes that it is one of the most important tools of communication.'The main sign with attraction is to show that you're available and interested.
It's also possible that your man is upset and needs comforting (even if he doesn't verbally fess up to feeling sad).
"Having one's back caressed is a soothing touch that people often instinctively crave when they're down," says Janine Driver, president of the Body Language Institute.
"When a guy frequently embraces you like this, it means the relationship's not growing." For example, say your man or crush gives you this half-assed hug when you're out at a bar.
He might be doing it to show other people that he is not fully committed to you and is still on the market.
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Over the last few years there has been an influx of dating apps, but dating seems to be more complicated than ever before.
One woman hoping to change that is body language expert Steph Holloway, 55, who is based in New Zealand.
'The dating rules have changed in the last few years, if you're of a certain age you just don't know what the rules are anymore,' she told FEMAIL.
In Ms Holloway's ideal world she would scrap online dating tools altogether, as she prefers face to face communication.'Everything's fast and furious online, it's a chaotic waste land.
"The back is a very vulnerable part of the body," Wood says.