Data Finds that Dating Pool Size Influences User Behaviour

A recent study from Marketing Science reveals key insights into how the size of an online dating pool affects user behavior – and, more specifically, how they behave around matches. Conducted by Jessica Fong of the University of Michigan, the research highlights that both market size (the number of potential matches) and competition size (the number of competing users) significantly influence selectiveness and participation in online dating platforms.

The study, conducted in collaboration with an online dating platform, found that when users perceive a larger pool of potential matches, they become more selective. Conversely, when faced with a larger group of competitors, users tend to be less selective. While conventional wisdom suggests that a larger market pool would attract more users, Fong’s findings show that too many options may deter participation

This suggests that a larger user base doesn’t always translate to greater user engagement, as it can also lead to decision fatigue and reduced participation from people who feel out of their depth. This becomes even more of a problem if the platform focuses on quantity over quality, making the reluctance to participate even more of a concern.

Ultimately, dating apps and sites can benefit from tailoring their algorithms to optimize match quality over quantity, preventing users from feeling as overwhelmed and making the app’s experience feel much smaller-scope. While high user numbers might be a good mark of quality and success, giving individual users that much choice in matches can be incredibly intimidating – and also makes them far more picky.