Studies

OkCupid Founder On Attractiveness, Data And The Online Dating Industry

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  • Thursday, March 10 2016 @ 09:44 am
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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.

This Word Could Be Ruining Your Chances Of Finding Love Online

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  • Wednesday, March 09 2016 @ 06:47 am
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Could one word really be hurting your online dating game? Could one word make it better?

Dating app Hinge looked at 5,000 users who exchanged contact information within 24 hours of matching to determine which opening lines are most likely to get dates (and which will get you ghosted).

Using a text analysis model, they identified common phrases and words in the conversations they examined. So which words were winners and which words were losers?

The biggest flop was the word 'sorry.' Hinge users who included 'sorry' in an initial communication were a whopping 56% less likely to get a person's number. Next time you feel tempted to apologize for not responding sooner, take the “sorry not sorry” approach (just don't actually write it). You were busy and that's a good thing. Besides, not explaining yourself creates a teeny bit of intriguing mystery your date may be eager to solve.

Hinge's research also found that being vague and “wishy-washy” is a turn-off for potential dates. People who suggested dates in ambiguous timeframes like “this weekend” and “next week” were 40% less likely to score someone's digits. The more specific you can be, the better. After all, you matched with them so you must be interested in them – make it clear by arranging concrete plans, or answering with a simple yes or no.

At the other end of the spectrum, laughter proved to be irresistable. Hinge found that conversations that used words associated with laughing – like 'haha' and the ever-present 'lol' – had a 17% higher chance of ending in an exchange of phone numbers. It's not hard to believe when you consider how many people say a sense of humor is one of the most important traits in a partner. And what would flirting be without a little witty banter?

Unsurprisingly, compliments also had a positive effect on conversations, but one type of compliment in particular stood out. When a Hinge user told another user that they have a cool name, it increased the likelihood of getting their digits by 12.5%. Destiny's Child had it right: say my name, say my name (especially if it's to talk about how awesome it is).

Of course, no amount of dating advice or studies can guarantee a a phone number (much less a date), but they can help you avoid some basic mistakes. For more information on the dating app which brought us this study you can read our review of Hinge.

Young Men Who Are Too Confident Are Less Successful In Online Dating

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  • Friday, March 04 2016 @ 09:10 am
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You'd think that self-confidence would be a positive trait in dating. It takes a certain amount of assurance to approach a stranger and ask them out. And dating experts around the world agree – confidence is one of the most attractive (not to mention useful) traits a person can have.

But there happens to be one group for whom that seemingly obvious insight is not true: college-age men. According to research led by Carnegie Mellon University’s Emily Yeh, young men who are overconfident see less success using OkCupid.

Yeh's findings, presented at the Society for Personality and Social Psychology’s annual meeting in San Diego, mirror some of OkCupid's own data. The site asks users to score themselves on a variety of factors, including intelligence and height. Many rate themselves as being smarter, taller, etc., than average, and not necessarily because they're consciously lying. Instead they fall victim to “illusory superiority,” a psychological phenomenon that describes people's natural tendency to believe they are better than average.

Then again, no one is shocked at the thought of users lying on dating sites to attract more suitors. It's basic survival. Instead, Yeh decided to take things further and study how overconfidence relates to success on OkCupid. She asked participants to rate their level of self-confidence, then compared their answers to their “success” on the site (defined as things like length of conversation and frequency of first contacts). She focused her research on two age groups: 18-22 and 45-55.

Yeh's initial findings were not surprising. Individuals with higher self-reported confidence also initiated more conversations, regardless of gender or age group. But when it came to receiving messages, the results began to vary. The older age group and younger women received more messages if they considered themselves highly confident. “The more confident you are, the more messages you get,” Yeh told New York magazine.

Younger men, on the other hand, had the opposite experience. “The more modest the male is, the more messages they receive,” Yeh said. Young men who reported less confidence in the initial survey were also less likely to develop a first message into an extended conversation.

What could explain Yeh's findings? She suggests that “it could mean, perhaps as you get older, you start to have more concrete measures of how confident you are.” As you mature, you have a greater number of real achievements under your belt and with those achievements comes both a clearer sense of what you can accomplish and a stronger belief in yourself.

Younger daters may feel confident, but not yet have much to back that confidence up. Either that means they're making missteps they wouldn't make if they were more cautious, or their false bravado is clear to potential dates who are turned off by it. Either way, the end message is clear: college guys need to give the overconfidence a rest if they want to score.

Match.com Releases List of “Hot Topics” in Dating During 2015

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  • Wednesday, December 16 2015 @ 12:20 pm
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Singles In America 2015

Were you wondering who the most popular members were on Match.com this past year? Or maybe you were wondering the percentage of blonde to brunette daters, or what music most matches were listening to? Whatever your question, Match.com seems to have answers in their 2015 wrap-up.

If you dwell in New York City, you might be surprised to learn that despite the hectic pace and its legendary status for casual relationships and ambitious and independent singles (thanks to tv shows like Girls and Sex and the City), New York City is the number one place where Match.com members want kids! Commitment and family in New York City is possible and a goal for a lot of daters, so lesson learned here: don’t let the stereotypes rule your life.

If on the other hand, you are looking for the jet set life and want to be with a doctor or lawyer, head to Durham, North Carolina or Washington, D.C. respectively.

It also appears that despite the tech-savvy iPhone users among us, Android users are becoming more likely to try online dating. In 2015, 29% more Android users joined Match.com vs. iPhone users.

This past year marked a big year for the LGBT community, with the Supreme Court ruling that marriage between same-sex couples was legal across the country. Plus, notable celebrity and former Olympic Champion Caitlyn Jenner came out to the world, making transgender rights a topic of discussion. In the online dating world, half a million members of the LGBT community joined Match in 2015.

Following are some additional highlights:

  • Since we are in for a long year of political maneuvering in 2016, Match.com decided to see the Hilarys vs. the Donalds who signed up for online dating this past year. As it turns out, there are more Donalds who are members of Match. (We’ll see how this plays out in the elections.)
  • Game of Thrones was the most-mentioned TV show on Match this year. (No big surprise – though fans of The Walking Dead will be pleased their show came in second.)
  • The most-mentioned celebrities included Drake at #1, Taylor Swift, Beyonce and then the Kardashians.
  • The most mentioned trendy words of 2015 were “swag” (coming in at #1), “bae” (because who doesn’t want to find their bae?), and “Netflix and chill” (to which I can relate).
  • Most trending newsworthy topics discussed on Match include transgender, Donald Trump, and marijuana. 
  • The most popular foods mentioned were sushi (coming in at #1), tacos and ramen. Delicious.
  • Two times more brunettes joined than blondes.
  • Last but not least, Match revealed its two most popular daters – Leonora from New York, NY and Gabriel from Los Angeles.

To find out more about this dating service you can read our review of Match.com. Happy dating!

DNA Matching And Virtual Reality: eHarmony Predicts The Future Of Dating

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  • Thursday, December 10 2015 @ 06:51 am
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How will technology change the way we date over the next 25 years? Virtual reality, DNA testing and wearable technology could all be part of the picture.

A recent report from Imperial College Business School in the United Kingdom, commissioned by eHarmony, explores how we'll date in the future. The report analyzed over 100 years’ worth of trend data and interviews with experts in multiple fields to predict how dating and relationships could change by 2040.

"By 2040 we estimate that 70 percent of couples will get together online, with technology revolutionising the way we find love and build our relationships," said Romain Bertrand, eHarmony UK manager, to The Telegraph.

eHarmony Delves Deep Into Data To Draw In Users

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  • Tuesday, November 03 2015 @ 06:38 am
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  • Views: 1,648

Dating can feel like a spin of the roulette wheel. You could wind up a winner or go home a loser, and either way, your fate is in the fickle hands of Lady Luck. Run into a particularly bad string of dates and you might even think your odds are better in Vegas.

Online dating can't take luck out of the equation entirely, but matching algorithms attempt to add science into the mix. Much has been said about how data is used to help online daters meet their match, but what about the dating sites themselves?

Lynsey Tomkinson, senior marketing manager at eHarmony, spoke to CMO about how an audience segmentation project opened up a whole new world of possibilities for eHarmony. Tasked with increasing the effectiveness of the company's marketing programs, Tomkinson's team relied on data to find ways to better understand and interact with prospects and customers.

The team's investigation began with eHarmony's testimonials. In an age that's widely accepting of online dating, testimonials are no longer needed to persuade new prospects to try it for the first time. Instead, it's about persuading them to switch to eHarmony.

eHarmony also decided to dial down on its marriage-based messaging. Although the company built a strong reputation as a marriage-minded site, that motif becomes increasingly less relevant in the modern world. The company will now showcase that it's a relationship-oriented site without focusing on marriage specifically.

eHarmony launched an audience segmentation project late in 2014 to delve deeper into audience insights. The goal was to find better ways to target individuals using messages carefully tailored to their needs, interests and lifestyles. eHarmony drew on data from its 2.6 million Australian members and analyzed more than 70 million data points – the largest bespoke audience segmentation project in the company's eight-year history in Australia.

Ten unique audiences were identified based on profitability, volume and opportunity. Tomkinson's team emphasized the top three, most commercially viable segments. As a result, customer subscriptions and engagement rates leapt by double digits, while eHarmony improved the cost of its registration-to-subscription rate by 53 percent.

After the success of these data-driven experiments, the next step is to boost data analytics capability in-house. “This provides the business the case to get these systems running internally for us,” Tomkinson told CMO. eHarmony is now taking steps to build its infrastructure. Tomkinson hopes the company can produce more data-driven initiatives internally by this time next year.

“This work has set up a good foundation for us that hopefully will work well internally in the future,” she says.

For more information on this dating service please read our review of eHarmony.com.

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