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A whopping 44 percent of respondents who tried online dating said the experience led to a serious long-term relationship or marriage.

That kind of connection rate would shatter Hall of Fame records, at least in baseball.

Perhaps that’s why, among those who said they had used multiple dating sites, 28 percent had tried four or more.

But our research also found that online dating, however painful and time-consuming, often does produce the intended result if you use it well—and persevere.

You can find the right person more effectively by choosing the right site, which means determining the demographics it caters to and figuring out whether a large or niche site will best serve your needs.

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.

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

But with dating, the sweater has to agree, too.”Another reason for the low satisfaction scores may be that “most dating sites have some misalignment between profit model and user experience because they are financed through subscription fees or advertising,” says Scott Kominers, Ph.

“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.She signed up for JDate, an online dating site for Jewish singles.“All kinds of people are doing it,” says Caploe, 54, a publisher who lives in New York City.“Our real-life and online identities are more and more interwoven.” Because of this cultural shift, online dating sites now have unprecedented reach into our lives. Reams have been written about online dating, but as far as we know, no one has put the sites to the test.They are gatekeepers to a massive population of potential partners; they control who we meet and how. So Consumer Reports decided to survey almost 115,000 subscribers about online dating and their experiences with it.

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    Matthew Kassel’s New York Observer piece about his frustrations with online dating is sad, endearing, and very good.

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