about article and paper: Evidence That Online Dating Is Changing the Nature of Society

https://www.technologyreview.com/s/609091/first-evidence-that-online-dating-is-changing-the-nature-of-society/

https://www.sciencealert.com/this-is-how-online-dating-has-changed-the-very-fabric-of-society

The Strength of Absent Ties: Social Integration via Online Dating
https://arxiv.org/abs/1709.10478

Please remember: Gale-Shapley marriage problem is a HOAX. It does not take into account personality similarity between prospective mates.
Also a marriage can be stable, but miserable.  Gale-Shapley marriage problem  does not take into account marital satisfaction.
Gale-Shapley marriage problem proposes stable marriage as an economic function (as a complex mental process).
They propose: a stable marriage can be predicted using mainly Gale_Shapley algorithm, General Equilibrium Theory and Non_cooperative Game Theory.
The Gale-Shapley algorithm is not good enough to solve the stable marriage problem because is based on initial preferences (attraction, fantasies, infatuation) and does not take into account temporal patterns of relationship variables.
CoffeeMeetsBagel: Dating Apps And The Gale-Shapley Algorithm ???
http://onlinedatingsoundbarrier.blogspot.com.ar/2017/04/coffeemeetsbagel-dating-apps-and-gale.html

There's no evidence that (actual) matching algorithms work, Dr. Finkel says.
http://onlinedatingsoundbarrier.blogspot.com.ar/2017/09/theres-no-evidence-that-actual-matching.html

 

Lack Of Innovation and Decadence can summarize the Online Dating Industry.
C-Level executives are more worried about their golf scores than their company’s long term strategy and innovations.
C-level executives are cooking barbecues under the water (selling smoke) and not paying attention to latest research from Academics which could be beneficial for the Online Dating Industry.

The 3 milestone discoveries of the 2001 - 2010 decade for Theories of Romantic Relationships Development are:

I) Several studies showing contraceptive pills users make different mate choices, on average, compared to non-users.
"Only short-term but not long-term partner preferences tend to vary with the menstrual cycle"

II) People often report partner preferences that are not compatible with their choices in real life. (Behavioural recommender systems or other system that learns your preferences are useless)

III) What is important in attracting people to one another may not be important in making couples happy.
Compatibility is all about a high level on personality similarity between prospective mates for long term mating with commitment, and not meet other people with similar interests or political views.

At the paper  "Perceptions of Ideal and Former Partners' Personality and Similarity" 
The authors had written
".... mismatches in personality are a frequently mentioned cause for relationship break-up. If former partners indeed have dissimilar personalities, our findings underline how difficult it is for many people to select a mate with a similar personality, or, alternatively, how little value individuals put on finding a similar partner in terms of personality.
The present study's results, as well as the results found in previous studies (e.g., Eastwick & Finkel, 2008), may be used to educate people, especially singles, about what really matters in long-term relationships, for instance, similarity in personality, instead of complementarity."

The Online Dating Industry does not need a 10% improvement, a 50% improvement or a 100% improvement. It does need "a 100 times better improvement" 
Online Dating sites have very big databases, in the range of 20,000,000 (twenty million) profiles, so the Big Five model or the HEXACO model are not enough for predictive purposes. That is why I suggest the 16PF5 test instead and another method to calculate similarity.

High precision in matching algorithms is precisely the key to open the door and leave the infancy of compatibility testing.
Without offering the NORMATIVE 16PF5 (or similar test measuring exactly the 16 personality factors) for serious dating, it will be impossible to innovate and revolutionize the Online Dating Industry. 
  
The 8 tips to innovate in the Online Dating Industry!
http://onlinedatingsoundbarrier.blogspot.com.ar/2013/12/the-8-tips-to-innovate-in-online-dating.html