1. RATIONALE
DISCUSSION
Love Me Tinder or MisMatch.com: Free versus Paid Online Dating Sites
Emily Grom & Darren Ritzer, Ph.D.
Winthrop University
According to Nielson, an audience tracking firm, in
2009, online dating websites had 27.5 million
unique visitors in one month. This is twice as
many people who visited job-placement websites
during the same period, which coincided with the
recession (Comstock, 2009). Nearly 50 million
individuals in the United States have used an
online dating website or app, making it a $1.8
billion industry (Statistic Brain, 2015). There was
an increase of 53% of single individuals using
online dating sites or apps from 2005 to 2014
(Smith, 2014). Recent research shows that online
dating is changing society in more profound ways
than we imagine by embracing pretty much every
demographic and allowing anyone—young, old,
straight, gay, and even married—to search for
exactly what they want and connect with more
people (Slater, 2013).
Participants were 221 Adult Americans ranging in
age from 18 to 61, with a mean age of 24.96 (SD
= 8.932).
• 78% female, 22% male
• 53% used online dating websites or apps
PARTICIPANTS
From a purely marketing perspective, a better
understanding of the expectations and characteristics of
users could be quite valuable. Knowing that the
expectations for more serious, long lasting relationships are
higher for paid dating sites has implications for site design,
marketing, and advertising. Likewise, given the more
casual expectations for free dating sites, a more light-
hearted approach might speak to potential users.
RESULTS
Fifty-three percent of participants had used online dating
websites or apps. The main hypothesis was supported—
the expectations of free versus paid dating sites were
different. For free sites, 64% of participants expected to
see their dating options and then date as many people as
possible. Only 28% of people expected to meet their perfect
match on a free site. Six percent of participants who used
free sites expected to only hook up once. For participants
who used paid sites, the expectations of finding a perfect
match were much higher—60% of paid sites users
expected to meet their perfect match and less than 1%
expected to just hook up once. The more free sites an
individual used, the more frequently that individual reported
engaging in risky behaviors, such as drinking and having
unprotected sex [r(55) = .31, p < .05]. More men used free
dating websites or apps than women [t(109) = 2.49, p < .
05]. There was a significant positive correlation between
age and number of paid sites used, with older participants
reporting having used a higher number of paid sites in the
past [r(99) = .25, p < .05].
The more frequently a person engaged in risky behavior,
• The less likely they were to prefer a partner who didn’t
want to sleep together on the first date [r(92) = -.214, p
< .05]
• The less likely they were to prefer a partner who was
mature [r(92) = -.252, p < .05]
• The less likely they were to prefer a partner who showed
affection [r(92) = -.230, p < .05]
• The more likely they were to prefer a partner who was
good in bed [r(92) = .292, p < .01]
In sum, we found that people who were not necessarily
seeking long-term relationships were more likely to use free
sites and these users engaged in more risky behavior.
METHODS
Participants were recruited from college classes,
social media, and other online postings. They
responded to an online survey that measured
dating site usage, ideal partner characteristics
(adapted from Boyes, 2013), and risk taking.
Our study assessed the expectations of people
who chose to use free dating sites versus dating
sites that required a fee. We also measured
individual characteristics of participants to better
define profiles of dating site users. We
hypothesized that individuals who used free
dating websites would be more likely to prefer
casual relationships (i.e., “hooking up”) to a
committed relationship.
Figure 1. Participants who used free sites, intended to date many people whereas
participants who used paid sites, intended to find a perfect match to date.
n =111 n = 99