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“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.

Participation by those 18 to 24 has almost tripled since 2013, and boomer enrollment has doubled.

In fact, people over 50 are one of the fastest growing segments.

You can check out their profile at any time and see the time and place of your last encounter. Like them secretly with the Heart button: they won't find out... And if you wish to be noticed, charm them to send them a notification.

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

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.

“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.

“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.

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.

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

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