"Match calls it a success when users exchange three e-mails (messages).
Of course, as in offline romance, these relationships often end in heartache; Match says that about half of its current subscribers are repeat customers. If nothing else, those returnees can take solace in this. "
Some months ago I saw the paper "One-Way Mirrors in Online Dating: A Randomized Field Experiment", that shows the dynamic of the site. (seems like casual dating sites, 20% of users sent 80% of messages)
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