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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.

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.

“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.Perhaps that’s why, among those who said they had used multiple dating sites, 28 percent had tried four or more.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.She signed up for JDate, an online dating site for Jewish singles.“All kinds of people are doing it,” says Caploe, 54, a publisher who lives in New York City.

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You can do almost anything online these days: Check a bank balance, buy shoes, choose a mattress, order a cab.

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