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“You’re generally going to be best off starting your search on the ‘Big 3’: Match.com, Ok Cupid, and Plenty of Fish,” says Scott Valdez, founder of Virtual Dating Assistants, which helps people write their profiles and then manages their accounts.

“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.

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

“It was—unbelievably—not a crazy experience.” Online dating has certainly lost its lonely-hearts stigma.

Our survey found that Ok Cupid and Tinder, both free, were more popular among millennials than Generation Xers and baby boomers, who were both more likely to use a paid subscription-based dating website or app.

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.

Online dating is different from shopping for, say, a sweater, he explains: “Once you decide on the sweater you want, you can get it.

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.

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