But our research also found that online dating, however painful and time-consuming, often does produce the intended result if you use it well—and persevere.
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.And we found that the free sites generally did marginally better than the paid ones, presumably because they offer a better value.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.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.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.
Perhaps that’s why, among those who said they had used multiple dating sites, 28 percent had tried four or more.
But with dating, the sweater has to agree, too.”Another reason for the low satisfaction scores may be that “most dating sites have some misalignment between profit model and user experience because they are financed through subscription fees or advertising,” says Scott Kominers, Ph.
D., a junior fellow in economics at Harvard University.
In other words, there’s no incentive for them to make the experience speedy.
If you find your life partner on your first date, the site doesn’t make much money off you.
Just look at how many people seeking dates or mates are flocking to matchmaking sites and apps.