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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.Online dating is different from shopping for, say, a sweater, he explains: “Once you decide on the sweater you want, you can get it.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.A whopping 44 percent of respondents who tried online dating said the experience led to a serious long-term relationship or marriage.That kind of connection rate would shatter Hall of Fame records, at least in baseball.And we found that the free sites generally did marginally better than the paid ones, presumably because they offer a better value.

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.But the responses from the more active group suggest they’re highly frustrated.They gave online dating sites the lowest satisfaction scores Consumer Reports has ever seen for services rendered—lower even than for tech-support providers, notoriously poor performers in our ratings. Well, finding a mate can be arduous and exhausting.“It was—unbelievably—not a crazy experience.” Online dating has certainly lost its lonely-hearts stigma.Just look at how many people seeking dates or mates are flocking to matchmaking sites and apps.