OkCupid

OkCupid has always been bold when it comes to analyzing data in interesting ways and making it easier for people to interact online. They were one of the first online dating sites to offer transgender identity options, and now they are aiming to provide a little more depth to the swiping madness we all crave from our online dating apps.

The company is launching “Quickmatch Flavors,” a cute name for an interesting new feature. While most people swipe quickly (in the span of less than a second), making decisions based on a single profile picture, OkCupid aims to provide users with a little more information so they won’t potentially miss out on someone great. After all, the faster we swipe, the more we miss.

The new feature is designed to counter this photo-based one-dimensionality, allowing users to also see a snapshot of someone's personality, too.

Look at it this way: you could like someone’s profile who looks hot, but maybe you’re a couch potato and she is unreasonably obsessed with the gym. Or maybe you’ve passed on a bookish nerd who’s actually great in bed. The OkCupid team wanted to bring more depth to swiping, so they examined user profiles to come up with different types – or “flavors” – of personalities. 

For a taste of the flavors, OkCupid listed some options they tested on their website, and provided a background of their methodology. Flavors are curated groups of people within Quickmatch that fall into a specific category, like liberals, indie music fans or outdoorsy types. But OkCupid found that the feature wasn’t so fun to use when the categories were so boring and simple. 

So instead, OkCupid (being the irreverent website that it is) has come up with some interesting twists for the categories to make it more fun. For instance, in the first round of flavors they included “tattooed cuddlers” and “mannerly metalheads.” Also for more lifestyle-based choices, “holy rollers” (with a smoking joint icon), “Hipster vegans” (again with an avocado smoking a joint), or even “Best in Show” which I can only assume means dog lovers.

OkCupid measured the results, noting which descriptions its users were most likely to choose. People seemed to respond best to descriptions that were more sexual and playful, so they came up with another round of categories, including “Night Owls,” “Bookworms,” “Thrill Seekers,” “Easy Goers,” “Early Birds,” and “Star Gazers.”

OkCupid said in a statement: "We executed this idea because we wanted to explore how to reinforce what makes people unique. Personality and opinions matter when it comes to connecting with people. If it didn’t, we’d all be plain old vanilla. And Flavors speaks to that.”

For more on this online dating service please read our review of OkCupid.

Dating apps are popular in part due to the low commitment factor. Most apps are free to download and begin using, so there isn’t much incentive for people to pay for enhanced services, or pay to use an app at all. You can swipe left and right, checking back for new matches at any time.

Because many dating apps have also modeled themselves after the swiping aspect of Tinder, where potential dates are judged instantly, and some argue, superficially, there is not much incentive for singles to get serious in their searches, and especially to pay for an online dating service. This has contributed to a dating app culture where daters aren’t necessarily invested or interested in serious dating.

However, a new study from Earnest, an alternative lending firm based in San Francisco, California, has revealed that people are willing to pay for a dating app, if it means they get more quality matches and have a better chance of connecting with someone and starting a relationship.

As we saw with online dating sites like Plenty of Fish, free doesn’t necessarily mean that daters are getting their needs met. In fact, many daters tried these free services only to return to the paid services later on, assuming that people using them were more serious.

Online dating services and apps vary in cost, with some starting as low as $10 per month while some can cost as much as $65 per month.

One surprising find from the study is that men seem to be more serious in their search, outnumbering women in terms of who will pay for dating services by sixteen percent.

Another interesting find: those living on the West Coast are 55 percent more likely to pay for a dating service than in other parts of the US. (So no, California residents aren’t so flaky after all!)

Overall, nearly 10 percent of those surveyed said they paid for a dating app, with Match, OkCupid and E-Harmony edging out Tinder as go-to romance resources. Forty-four percent of participants were willing to pay for Match, while 32% were willing to pay for OkCupid’s services and 22% will pay for eHarmony. (Tinder came in fourth at 9%.)    

And no surprise, older singles ages 36-50 are 50% more likely to pay for a dating app than their younger counterparts, aged 18-26.

For more information on the services mentioned in this study, you can read our reviews of Match, OkCupid, and eHarmony.

If you believe Beyonce, girls run the world. But if you’ve spent any time using an online dating service, you may have noticed a different story.

Despite the continuously decreasing stigma around online dating and the increasingly loud conversation about feminism, women on OkCupid remain surprisingly traditional in one key way. Data published recently by the site found that its female users, regardless of sexual orientation, do not initiate contact. Straight women are 3.5x less likely to send the first message than straight men.

Naturally, being the inquisitive types, the folks over at OkCupid had a question: why are ladies — in particular, straight women — less likely to spark a conversation?

According to a post on The Deep End, the successor to the OkTrends blog, the initial hypothesis was that women are more passive because they can afford to be. Their inboxes are already flooded with messages, so why bother initiating conversations with anyone else?

The team compared messages sent vs. messages received for straight male users and straight female users and found that, contrary to their hypothesis, the number of messages received does not affect how many messages they send. Even if a woman receives no messages, she’s not likely to send any of her own. Men, on the other hand, initiate no matter what and do increase the messages they send when they receive more.

The next step was to test by age. Perhaps older woman act more assertively because they’re more confident and more particular about what they want. Again, the hypothesis proved incorrect. Regardless of age, the outboxes of female users remain empty.

So OkCupid turned to the next logical factor: attractiveness. Women with a higher attractiveness rank on the site may feel like they don’t need to reach out first because they’re used to getting attention. Yet again, the team was stumped. The most attractive men send the most messages, but the same pattern does not appear amongst female users.

What OkCupid did finally find was one striking habit: online daters tend to reach out to people who are more attractive than they are. More specifically, men reach out to women 17 percentile points more attractive, and women contact men who are 10 percentile points more attractive. That means that if women do nothing, they’ll be inundated with offers from less attractive men.

A small adjustment has a dramatic effect. If a woman sends the first message, everything changes in her favor. Men tend to respond frequently. Women on OkCupid are 2.5x more likely to receive a response if they initiate. “If you’re a woman who sends the first message,” concludes the report, “not only are you more likely to get more responses in general, but you’ll be having conversations with more attractive guys.”

The message is loud and clear, ladies: stop waiting to be approached. Read our review of OkCupid for more information on this dating site and app.

Having survived its first quarter as a standalone public company, Match Group Inc. has released fourth quarter 2015 results.

"Match Group had a seminal fourth quarter, completing our initial public offering, the acquisition of PlentyOfFish, and the realignment of our management structure to better reflect our increasing global scale," commented Greg Blatt, Chairman and CEO of Match Group. "At the same time, we delivered solid revenue and profit growth and we head into 2016 with increasing momentum, which we expect will continue to build throughout the year."

Highlights of Q4 2015 include:

• Total revenue increased 12%, or 16% excluding the effects of foreign exchange, driven by a 14% increase in Dating revenue attributable to 30% higher Average PMC, which grew to over 4.6 million globally.
• Excluding both deferred revenue write-offs related to acquisitions and foreign exchange impacts, total Dating revenue would have been $259.4 million, or 22% higher than in Q4 2014.
• Adjusted EBITDA for Q4 2015 was $99.3 million, an increase of 16% versus Q4 2014.
• ARPPU was $0.53 for Q4 2015, compared to $0.62 in Q4 2014, a decline of 14%. Excluding the effects of foreign exchange, which was approximately 400 basis points, and deferred revenue write-offs related to acquisitions, which was approximately 300 basis points, ARPPU declined 7%.
• The increase in Average PMC compared to Q4 2014 was driven primarily by significant growth at Tinder and the acquisition of PlentyOfFish, which closed on October 28, 2015.
• Net Income and GAAP Diluted EPS declined by 26% and 44%, respectively, in the fourth quarter of 2015 compared to Q4 2014, driven primarily by an increase in stock-based compensation expense of $14.9 million and an increase in interest expense of $16.9 million, which includes $7.3 million of debt issuance costs. Adjusted Net Income and Adjusted EPS, which exclude the impact of the stock-compensation expense, declined 2% and 26%, respectively, as a result of the increased interest expense.

Total revenue for the October-December period was $268 million, up 15% but short of the $278 million expected by Wall Street analysts polled by Thomson Reuters. The company reported a net income of $35.6 million, a 26% decrease from $48.3 million in the same quarter last year.

Tinder and Plenty Of Fish were behind the greatest growth in paid subscribers in the quarter. Tinder reported January 3 as the single busiest day in its three-year history, responsible for the highest volume of downloads and growth in active users.

Despite the existence of several major players in the dating app industry, Tinder is the clear leader. Deutsche Bank analyst Ross Sandler valued the company at $1.2 billion, and according to SEC filings from Match Group in November, Tinder boasts 9.6 million daily active users and 583,000 paid members.

Those solid numbers, along with Tinder’s commitment to regularly updating its product, mean the app is unlikely to be dethroned any time soon. Going forward into 2016, Match Group will likely continue to focus a substantial measure of its efforts into Tinder to maintain its top spot. For more information on Match Group dating services you can read our Match.com review, OkCupid review, and our Tinder dating app review.

It’s no secret that scammers flock to dating sites. Lovelorn singles are easy targets for con artists looking to lure victims into financial fraud, and over and over again, we hear tales of hackers stealing sensitive personal information to sell to the highest bidder.

What we don’t hear about nearly as often are infractions from the dating sites themselves. In fact, many popular dating services have a poor track record of security vulnerabilities and privacy violations.

Signing up for anything online puts you at risk, but dating services may be some of the most dangerous online destinations. Dating sites regularly collect data on users, then sell the information to marketers. Profiles can remain on company servers for years after subscriptions are canceled. Profiles may also be indexed by search engines, allowing services like Google Image Search to link photos on your profile with your real identity.

Even well-known, trusted dating sites have been guilty of privacy violations over the years. Here are some breaches:

You know how to use Tinder. You know how to use OkCupid. The same goes for Match.com and eHarmony. But do you know what goes on behind the scenes?

Christian Rudder – co-founder and former CEO of OkCupid, Harvard alumnus and author of Dataclysm – knows the dating industry inside and out. He recently spoke at Northeastern University about finding love in the modern age, and what it takes to be a company that facilitates it. These days it's not Cupid in charge of your heart – it's math, data, algorithms, and analysis.

How does it all work? Rudder spilled his secrets to Northeastern's President Joseph Aoun. On why he was motivated to make a better dating site, Rudder said he wanted to create well-balanced relationships. The key, he believed, was versatility. A system like eHarmony's felt too rigid, while OkCupid's matching allowed for greater flexibility.