Digital dating bar

There’s a whole range of difficult human emotions to contend with: insecurity, disappointment, rejection, maybe heartache. “Sometimes there is nothing that clicks whatsoever,” says Julien Nguyen, a 30-year-old software designer from Austin, Texas, who has used Bumble and Tinder.

“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.

You can do almost anything online these days: Check a bank balance, buy shoes, choose a mattress, order a cab.

So when Roberta Caploe was ready to start dating again after a divorce, she didn’t ask her friends to fix her up or feel the need to frequent bars or health clubs.

She signed up for JDate, an online dating site for Jewish singles.

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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.

But the responses from the more active group suggest they’re highly frustrated.

They gave online dating sites the lowest satisfaction scores Consumer Reports has ever seen for services rendered—lower even than for tech-support providers, notoriously poor performers in our ratings. Well, finding a mate can be arduous and exhausting.

“Those are among the most popular dating sites in the world, and when you’re fishing, it just makes sense to drop your line in the most crowded ponds.” That’s generally true unless you have a particular guiding factor, such as religion, race, or politics, in which case you can go to a niche site like JDate or Black People Meet.

Kate, the government analyst, has started using Tastebuds, a site based on music preferences.

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