Albury-Wodonga Counselling's Cyan Von Gija said 'hook up' or dating websites and apps, including those designed for married people, had changed the way people viewed potential partners, extramarital or not.

But he doesn't believe technology has made affairs more common.

"That swipe right, swipe left mentality can be a very strong objectifier of people, you're not connecting to them as a human, you're just seeing them as an object of sexual pleasure, that has certainly become more common," he said.

"I don't think apps are causing [people to give up on relationships], I think it's indicative of our beliefs, we live in a quick-fix society where the belief is if it's not working, give up and move on.

"But if you don't sort out the issues in your relationship I guarantee you will repeat them in your next one... I'm not saying you need to stay, but you need to work problems out."

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On Monday the controversial website, which was famously hacked in 2015 resulting in the release of client data, said on a per capita basis Albury had the most sign ups between June 21 and September 22, 2018.

But, Mr Von Gija said, that didn't necessarily mean people were being unfaithful.

He said people defined what cheating was very differently, with some seeing flirtation or emotional closeness as acts of infidelity, while others are happy for their partner to 'hook up' with other people as long there was no emotional attachment.

"It comes down to what the relationship ground rules are or the expectations set," Mr Von Gija said.

"The main thing is that it's something that is discussed, thought about and fits with the people."

Ashley Madison's marketing has changed tact since 2016 to emphasise that it was "so much more than infidelity", marketing itself towards single and polyamorous people.

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