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You can find the right person more effectively by choosing the right site, which means determining the demographics it caters to and figuring out whether a large or niche site will best serve your needs.

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 survey included many people who at some point had used a dating website or an app, as well as a subset of 9,600 respondents who used them in the past two years.

“It’s a product of the growing normalcy of using social media apps,” says Moira Weigel, author of “Labor of Love: The Invention of Online Dating” (Farrar, Straus & Giroux, 2016).

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.

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.

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