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If you find your life partner on your first date, the site doesn’t make much money off you.
Our survey found that among respondents who stopped online dating, 20 percent of men and 40 percent of women said they did so because they didn’t like the quality of their matches.
Collectively, we spend huge sums of money on matchmaking, not to mention all the time and substantial emotional investment. Given that we usually rate products (like refrigerators) and services (like banking), this is new and fairly unusual territory for us.
But as we explored the possibility of taking on this investigation, we discovered that 20 percent of our subscribers are either divorced or have never married, and might benefit from what we found.
A whopping 44 percent of respondents who tried online dating said the experience led to a serious long-term relationship or marriage.
Our survey found that Ok Cupid and Tinder, both free, were more popular among millennials than Generation Xers and baby boomers, who were both more likely to use a paid subscription-based dating website or app.
“Our real-life and online identities are more and more interwoven.” Because of this cultural shift, online dating sites now have unprecedented reach into our lives. Reams have been written about online dating, but as far as we know, no one has put the sites to the test.
They are gatekeepers to a massive population of potential partners; they control who we meet and how. So Consumer Reports decided to survey almost 115,000 subscribers about online dating and their experiences with it.
There’s a whole range of difficult human emotions to contend with: insecurity, disappointment, rejection, maybe heartache. “Sometimes there is nothing that clicks whatsoever,” says Julien Nguyen, a 30-year-old software designer from Austin, Texas, who has used Bumble and Tinder.
“Sometimes whatever chemistry we had just fizzles out.”Perhaps being in the market for a mate can’t be compared with using other services. D., a professor at the Harvard Business School who studies consumer behavior, thinks so.
And we found that the free sites generally did marginally better than the paid ones, presumably because they offer a better value.