{"id":538,"date":"2019-05-22T03:45:30","date_gmt":"2019-05-22T03:45:30","guid":{"rendered":"http:\/\/measuringu.com\/dating-ux\/"},"modified":"2022-03-21T17:21:01","modified_gmt":"2022-03-21T23:21:01","slug":"dating-ux","status":"publish","type":"post","link":"https:\/\/measuringu.com\/dating-ux\/","title":{"rendered":"The UX of Dating Websites & Apps"},"content":{"rendered":"
Online dating websites are one of the primary ways people find dates and even future spouses. These sites represent the bulk of a 3 billion dollar dating services industry<\/a>.<\/p>\n In fact, around 30%<\/a> of recent marriages started online, but it\u2019s not like finding a date is as easy as filtering choices on Amazon and having them delivered via drone the next day (not yet at least).<\/p>\n Dating can be hard enough, but in addition to finding the right one, you also have to deal with things like Nigeria-based scams<\/a>\u00a0(and not the one with the Prince!).<\/p>\n Even when someone\u2019s not directly trying to steal your money, can you really trust the profiles? By one estimate, over 80% of profiles<\/a> studied contained at least one lie (usually about age, height, or weight).<\/p>\n Online dating isn\u2019t all bad though. There is some evidence that the online dating sites actually do lead to marriages<\/a> with slightly higher satisfaction and slightly lower separation rates. It could be due to the variety of people, those mysterious algorithms, or just a self-selection bias.<\/p>\n To understand the online dating user experience, we conducted a retrospective benchmark on seven of the most popular dating websites.<\/p>\n Full details are available in the downloadable report<\/a>. Here are the highlights.<\/p>\n We asked 380 participants who had used one of the seven dating websites in the past year to reflect on their most recent experience with the service.<\/p>\n Participants in the study answered questions about their prior experience, and desktop website users answered the 8-item SUPR-Q<\/a> and the Net Promoter Score. In particular, we were interested in visitors\u2019 attitudes toward the site, problems they had with the site, and reasons they used the website.<\/p>\n <\/a><\/p>\n The SUPR-Q<\/a> is a standardized measure of the quality of a website\u2019s user experience and is a good way to gauge users\u2019 attitudes. It\u2019s based on a rolling database of around 150 websites across dozens of industries.<\/p>\n Scores are percentile ranks and tell you how a website experience ranks relative to the other websites. The SUPR-Q provides an overall score as well as detailed scores for subdimensions of trust, usability, appearance, and loyalty. Its ease item can also predict an accurate SUS equivalent score<\/a>.<\/p>\n The scores for the six dating websites (excluding the Hinge app) in the perception study were below average at the 43rd<\/sup> percentile (scoring better than 43% of the websites in the database). SUPR-Q scores for this group range from the 19th<\/sup> percentile (Plenty of Fish) to the 69th<\/sup> percentile (eHarmony).<\/p>\n <\/a><\/p>\n The top improvement area for all the dating websites was trust. Across the websites, the average trust score was in the 23rd<\/sup> percentile. Participants express highest trust toward eHarmony\u2014but trust scores were still only slightly above average (54th<\/sup> percentile). Plenty of Fish had the lowest trust score (5%), followed by Tinder (10%). These lower trust scores were consistent with the studies we found that cite false information and even scams.<\/p>\n The NPS reflects trust scores. eHarmony, the most trusted website, was also the most likely to be recommended with an NPS of 11% while the least trusted site, Plenty of Fish, had the lowest NPS (-46%). Overall, the average NPS score was a paltry -23%.<\/p>\n Not surprisingly, mobile app usage for dating services is high. 77% of participants reported visiting a dating service using a mobile app while only 61% said they log on using a desktop or laptop computer.<\/p>\n Most participants reported visiting their dating website on a desktop or laptop computer a few times per year, while mobile app users said they log on a few times a week or a few times a month. 19% of Match.com participants reported using the mobile app as much as once a day. \u201cThe app is definitely more easy to use and intuitive, while the website seems more like an afterthought.\u201d<\/em> \u2014Tinder user<\/p>\n <\/p>\n \u201cIt’s one of the few instances of \u2018websites turned into apps\u2019 that I actually find value in.\u201d<\/em> \u2014OkCupid user<\/p>\n <\/p>\n Across the dating services, over half of participants reported they were looking for a serious relationship and just under half said they were looking for a casual relationship.<\/p>\n Reasons to use the dating services were similar for the website and app, except 42% of desktop website users said they are looking for a friendship while only 29% of mobile app users are looking for friends. Interestingly, this was a statistical difference.<\/p>\n While over half of participants reported visiting dating sites to find a serious relationship, only 22% said they\u2019ve actually found a relationship through the service. Specifically, OkCupid and Tinder users had the highest dating success in the group; 35% of OkCupid and 30% of Tinder users reported finding a relationship through the service.<\/p>\n <\/a><\/p>\n <\/p>\n \u201cI liked answering a lot of questions which would increase the match percentages I’d be able to find.\u201d<\/em> \u2014OkCupid user<\/p>\n <\/p>\n Only 9% of Zoosk users said they have found a relationship using the service. Zoosk users\u2019 top issues with the site were dishonest users and fake profiles, poor matches, and active users who don’t respond.<\/p>\n <\/p>\n \u201cMay not be great for a serious relationship.\u201d<\/em> \u2014Zoosk user<\/p>\n <\/p>\n \u201cI keep getting referrals that are far outside my travel zone.\u201d<\/em> \u2014Zoosk user<\/p>\n Participants reported worrying about dishonest users and scams. On average, only 33% agreed that other users provide honest information about themselves and 41% said they are afraid of dating scams. These were the top issues reported by OkCupid and Plenty of Fish users.<\/p>\n <\/p>\n \u201cThere are tons of fake\/spam profiles.\u201d<\/em> \u2014OkCupid user<\/p>\n <\/p>\n \u201cMore scams than anything.\u201d<\/em> \u2014Plenty of Fish user<\/p>\n <\/p>\n \u201cThere are many suspicious profiles that seem like catfishing.\u201d<\/em> \u2014Plenty of Fish user<\/p>\n <\/p>\n Providing honest information on the site was found to be a significant key driver and explains about 17% of the dating site user experience. Other key drivers included brand attitude (22%), nicely presented profiles (10%), ease of creating and managing profiles (9%), intuitive navigation (9%), and ease of learning about other people (8%).<\/p>\n\n
Study and Participant Details<\/span><\/h2>\n
Measuring the Dating Website UX: SUPR-Q<\/h2>\n
Distrust and Disloyalty<\/strong><\/h3>\n
High Mobile App Usage<\/strong><\/h3>\n
\n\u00a0<\/em><\/p>\nMost Lack Dating Success<\/strong><\/h3>\n
<\/h3>\n
Dating Scams and Dishonest Users<\/h3>\n