10 Years of Love

To mark the 10-year anniversary of eharmony in the UK, we commissioned Oxford Internet Institute, University of Oxford to undertake the biggest study into online dating trends.

Researchers led by Dr Taha Yasseri, analysed 150,000 dating profiles examining three distinct areas, partner preferences, communication and physical appearance to show how online dating has evolved over the past decade.

The main findings were packaged for media, with three unique angles crafted to cater for different titles;
• social markers such as religion, or income are becoming less important to daters
• traditional gender roles in communication still persist with men 29% more likely to make the first move
• a ‘good looks plateau’ means men who rate themselves five out of 10 and women as eight out of 10 in terms of attractiveness receive more messages.

The report generated widespread coverage, including 19 national articles (36% of which included links) and more than 100 broadcast. Among the highlights are Grazia, Refinery 29, Mashable, The Telegraph, i, Metro, Mail Online, BBC News Online and the Heart network.