Those 30 million people have generated billions of pieces of data.
And because most dating sites ask users to give consent for their data to be used for research purposes, this online courting has played out like an enormous social science experiment, recording people's moment-by-moment interactions and judgments.
A team led by Elizabeth Bruch, a sociologist at the University of Michigan, Ann Arbor, tapped into this torrent of dating data.
If a profile did not include a photo, for example, both men and women were 20 times less likely to even look at the rest of the person's profile.
Smoking was another big deal breaker, associated with a 10-fold drop in interest.
Bruch wondered: Is mate selection like a job interview process, where the person with the best combination of positive factors wins?
Or is it more like a -style reality show, where contestants are picked off one by one for a single failing?
This tells us that the most men are doing something that essentially scares off women before they even had a chance to say "boo" yet they are less likely to do anything about it.
Here's why men fail at online dating -- and what they can do to turn their rejection around: 1.
Besides photographs, each user's profile could include any number of personal details including age, height, weight, education, marital status, number of children, and smoking and drinking habits.
The data set includes some 1.1 million interactions between users.
While women tend to judge men on a variety of factors including humor, stability, and intellect without dwelling on the pictures, men get caught up in looks and measurements. New tools, features, and apps are making online dating easier and safer than ever for both genders.
With a little bit of help and lot more attention to detail, men will soon be able to catch up with women and we'll see a shift from the current 66 percent of online daters who have snagged a date on online, to every virtual connection becoming a real one..
For example, when I host a co-ed bootcamp or seminar, the enrollment is usually about 75 percent women who are always eager to improve their approach.