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Although these online dating sites attract millions of customers and billions of dollars, scientific study reveals that they cannot possibly come through on these promises.

In a recent comprehensive analysis, Northwestern University psychologist Eli Finkel and collaborators claim that online dating sites not only don’t improve, but may even hurt those seeking happiness in their relationships.

It really felt like something had changed about the way America perceived and thought about race, and for at least that brief moment, the nation appeared united. For example, below are the numbers from Date Hookup, a site that we acquired a few years ago (but that still operates independently.) Date Hookup has a distinct userbase, a distinct user acquisition model, a distinct interface, yet their data reflects the same basic biases: While Ok Cupid is large enough that its demographics reflect the general Internet-using public, Date Hookup is a niche site particularly popular with Latinos and blacks (those groups comprise 13% and 20% of the site, respectively.) Other sites in our portfolio, with still different demographics and business models, show the same attraction patterns.

No less than Karl Rove captured the moment well: “an African-American candidate who was aspirational and inspirational…is very powerful. Q: Is it possible that some small number of users is throwing off the averages? For example, 82% of non-black men on Ok Cupid show some bias against black women.

This article folds in millions of person-to-person interactions, what one human being thinks of another. Ok Cupid’s gives you The values in these tables are “preference vs.

Online dating services are not only convenient, but they also have the apparent advantage of using systematic methods to match us with the partner of a lifetime.

Their diagnostic tests seem to key in on the fundamental essence of our personalities, ensuring that we’ll be paired with the one person in the world whose fundamental essence will resonate to ours.

First, a caveat—they did not look into sites such as Craiglist, sex or hookup sites, infidelity sites, sites for arranging group dates, social networking sites (such as Facebook) or online video games (such as World of Warcraft or Sims) Access Having the opportunity to examine the profiles of hundreds, if not thousands, of potential matches must surely be an advantage, right?

Unfortunately, when it comes to online dating, there is no safety in numbers.

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