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“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.

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 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.

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.

The more recently active group rated specific sites. On the one hand, the numbers indicate that these sites are helping people find mates.

A whopping 44 percent of respondents who tried online dating said the experience led to a serious long-term relationship or marriage.

“All kinds of people are doing it,” says Caploe, 54, a publisher who lives in New York City.

According to a 2015 study by the Pew Research Center, 15 percent of American adults have used online dating sites (web-based platforms like Match.com) and/or dating apps (location-based smartphone apps like Tinder).Participation by those 18 to 24 has almost tripled since 2013, and boomer enrollment has doubled.In fact, people over 50 are one of the fastest growing segments.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.

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