Match Group

Let's talk about the Tinder problem.

On one hand, Tinder has been great for mobile dating. Tons of people are on the app, meaning no one is judging you for using it and your pool of potential dates is huge. On the other hand, there are so many people using it that it's difficult to find the needles in the undateable haystack. It's easy to dismiss the entire app as useless once you've swiped left on enough losers.

A new app called The League is hoping to solve that problem – by admitting only the most successful and ambitious users, and keeping everyone else out. Basically, it's Tinder for elitists, although founder Amanda Bradford prefers to say The League “curates members.”

"The best universities curate students. Employers curate their employees. Work and school are the top places where 20-somethings meet each other. So it makes sense for a dating community," she told Business Insider.

The target user is interesting and motivated, passionate and working towards achieving a dream, a young professional who is looking for something more than a hookup. So far the app skews slightly female. Users tend to be in their late 20s and have advanced degrees. All have successfully passed through The League's are-you-cool-enough algorithm, which Bradford says relies more on LinkedIn than Facebook.

If accepted, users are shown a handful of matches each day. At 5pm, a new batch of matches is available. The League ensures you aren't shown first connections or current co-workers, to minimize the potential for awkward encounters.

Accepted users also receive a “ticket” to give to another single friend. Others are put on a waitlist until they’re deemed worthy of entrance into The League. Admittance doesn't guarantee you a spot forever – if you fail to measure up to The League's exacting standards (by responding poorly and earning a bad “flakiness score,” for example), you will be deemed a “low-quality member” and ousted.

Bradford was initially hoping to raise $750,000 from investors, but interest in the app was so high that it's now raised $2.1 million in seed funding. For now, The League is limited to 4,500 beta users in San Francisco. Since November, the app has been responsible for pairing 20,000 people and 19 successful couples. Bradford is focused on growing her small team and expanding to New York City, where there is already a sizeable wait list.

Following NYC, Bradford hopes to conquer London and work her way through more of the world's most interesting cities. The League currently has no plans to come to America's smaller towns, where it's unlikely to find its hyper motivated, career-focused target market.

Is it too late to be talking about 2014?

We're already into February so the answer is probably yes, but I hope you'll forgive me. Especially if I include selected stats for 2015 as a peace offering. Do we have a deal?

I'll take your silence as a yes.

Match.com knows pretty much all there is to know about online dating – seeing as it's one of the biggest online dating sites around – so when Match speaks, I listen. The site closed out 2014 with a short infographic on some of the highlights of the year (including its 6 most popular members!).

It was (unsurprisingly) a busy year. 4.8 million pictures were added to the site, and 280 million photos were liked by users. Over 5 million (5.48, to be exact) dates were made, all around the country. Users in Albany logged in more than users in any other city, but Miami singles sent the most messages. Must have something to do with all the beaches and bikinis. The users who searched most outside of their city reside in Anchorage – which may, also, have to do with (Alaska's lack of) beaches and bikinis.

On the pop culture and technology fronts, hashtags continued to take over the Internet. The most used in one profile was a whopping 44! Selfies also continued to be a dominant force in the online sphere. 5,613 Match.com profiles contained the word “selfie” in 2014. Strangely, the only thing that came close to it was Disney's smash-hit kids' flick: 5,501 people said Frozen was their favorite movie of the year.

That's it for 2014, but Match.com has tirelessly turned out new stats for 2015 – even though we're only one month in. Following the holidays, singles feel an extra boost of motivation to join online dating sites. The busiest day of the year for Match.com tends to be January 4^th, with the best of the blitz occurring at 7:52pm CST. Certain cities feel an especially strong call to post-holiday online dating:

• Columbia, South Carolina
• Baton Rouge, Louisiana
• Jackson, Mississippi

Interestingly, all in the South. What's happening down there that makes everyone rush to romance after New Year's?

And just who, specifically, is joining up this year? According to Match, the average age of single men who join the site during the busy season is 35. Match also saw an uptick in certain groups signing up in 2015:

• Single Parents: up 45%
• Singles Who Work In Education: up 46%
• Single Bowlers: up 47%
• Curvy Single Women: up 50%
• Singles Quitting Smoking: up 45%
• Singles In The Fashion Industry: up 47%

So if you're into mid-thirties Southern fathers who teach for a living and bowl in their spare time, 2015 could be your year.

We launched the 2014 Dating Sites Reviews Single's Choice Award poll in September of 2014 and we closed the poll to voting during the first week of January, 2015. After running for about 4 months we had 359 voters participate. The first question of the poll is about which dating service you believe deserves to win our top 2014 Dating Sites Reviews Single's Choice Award. The top spot for this award receives Gold, followed by Silver and then Bronze. For this question we listed the top 7 dating services you can cast one vote for.

The recipient of the Gold 2014 Single's Choice Award is Match.com. Match.com grew in popularity this year and received almost 5% more votes than last year. For 2014 Match received 24.3% of the vote which works out to 87 voters. The silver award winner received 5% less votes.

The recipient of the Silver 2014 Single's Choice Award is eHarmony. It was a huge year for eHarmony. After Dr. Neil Clarke Warren came back as CEO, eHarmony was able to grow their membership base by an astonishing 54%. This year eHarmony received 71 votes by our visitors which is 19.83% of the total votes cast.

The recipient of the Bronze 2014 Single's Choice Award is Zoosk. For 2014 Zoosk received 54 votes. This is 15.08% of all the votes. It was a tight race for Bronze as we saw the dating service Are You Interested receive 49 votes which is just 5 less than Zoosk.

Here are this year's standings for the Single's Choice award for all dating sites in the poll.

1. Match.com
2. eHarmony
3. Zoosk
4. Are You Interested
5. Christian Mingle
6. How About We
7. Badoo

We would like to thank everyone who cast a vote this year for our Single’s Choice Award. The results of this award help guide our visitors to choose the best dating service for them as each of the winning services receives an award badge for the year which designates them as a winner. All award winners are also added to the 2014 Award category.

The 2014 Dating Sites Reviews Single's Choice Award poll was closed for voting in January (it ran for almost 4 months). The 2 question poll received 359 votes. The second question is about which dating service you think deserves the 2014 Single's Choice Award for a Free Dating Site. For the first time the candidates included a service available only as a dating app, which is Tinder. A dating service is eligible for this award if it has already been reviewed by Dating Sites Reviews and, all of its main core features are free. This includes creating a profile, searching for members and communicating with those members by sending messages. If any of these features require the member to pay to use or are severally hampered (unless the member pays) then we don’t consider the service to be free.

The recipient of the Single's Choice Award for a Free Dating Site in 2014 is Plenty Of Fish (POF). This is the sixth straight year in a row that Plenty of Fish (POF) has won this award but, this year was the closest race yet. Tinder was within 4% of the total vote in taking the top spot. In 2014 POF received 99 votes which is 27.5% of all votes.

Here are the final results of the poll:

1. Plenty Of Fish (POF)
2. Tinder
3. OkCupid
4. DateHookUp.com
5. Meetup
6. Mingle 2
7. Craigslist

The top 3 dating services received almost 75 percent of all votes. It only took 22 votes to make the difference between first place and third.

Read our review of PlentyOfFish.com for more information about this online dating service or visit Plenty of Fish directly.

The recipient of the Editor's Top Pick - Over All Award for 2014 is Match.com. This is the eighth straight year that Match has won this award and been our Editor’s number one choice for a dating service.

There are a number of reasons why Match continues to succeed and see double digit membership growth year over year. Match’s concentration on continuing to improve their mobile products is one reason (and why they are the recipient of our new Dating App award). One of the other reasons is that their service is really easy to use. From uploading photos (on average 3.6 photos for women and 2.8 photos for men) to sending out messages Match.com has found the right balance between features offered and ease of use.

Match is also not afraid of trying new ideas. In 2014 they introduced Major League Baseball team fan pages on their site which not only gives you the latest news on your favorite team but it helps you to connect with other fans. Another idea that is popular is the MatchMade Scholarship. This is a program with a budget of $50,000 which was setup for children whose parents met on Match. Which is a lot of children by the way, since 1995 Match.com matches has resulted in over 1 million babies.

Read our review of Match.com for more information about this online dating service or visit Match directly.

This Year's Runner Up for this award is: Plenty of Fish

This month, Tinder began rolling out its new premium service Tinder Plus in select European markets, and the feedback hasn’t been good.

The popular dating app surged to the top of the online dating market when it launched in 2012, attracting users who had never thought of signing up for an online dating site. Its easy-to-use format and free game-like service offered more entertainment than dating stress, and users flocked to check it out.

But in an effort to make money from this hugely successful endeavor, it was only a matter of time before Tinder’s owners developed a paid model for the app – opting for a premium service over adding distracting in-app advertisements. (Although the company has strategically lent its brand to marketing campaigns, like Gillette’s facial hair survey and Domino’s Pizza Valentine’s Day campaign.)

But Tinder Plus has not been greeted favorably, at least in its initial roll out – and the free service is suffering as a result. Although Tinder Plus is not set to launch in the U.S. until March, and prices are still to be determined, the company needs to find a new strategy - considering the backlash it has gotten in markets where the roll out has already taken place, such as the U.K. Tinder users who are not opting to pay for Tinder Plus and want to stick to the old free version of the app have been leaving bad reviews in the iTunes store (enough to drive the free service’s rating down to one and a half stars).

The problem has to do with new restrictions to the free service. Once a user has swiped a certain number of times, they are blocked for 24 hours from seeing any new profiles, unless they want to pay for the new Tinder Plus service. Since most users log in to Tinder multiple times a day to swipe through matches, this puts a serious hindrance on Tinder’s competitive advantage. Other dating apps that have restrictions on the number of profiles a user can see per day – like Hinge - have been easing up on their requirements, and seeing a surge of new downloads as a result.

With all the promising new free apps coming on the market, such as Bumble (started by an ex-Tinder employee), Tinder will need to think outside the box to keep its market share. After all, any online dating app or site’s currency is their user base. If Tinder loses theirs, then they stand to lose a lot more than the revenue from the premium service. Perhaps they should stick to advertising deals, or instead of taking away features from loyal users, offer more enticing new features.