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Current online dating site users explained their reasons for using online dating sites or apps with answers that included finding someone for a long term relationship or even marriage and the chance to meet people who just want to have fun.
According to another recent survey of dating site users, 66 percent of U. singles used online dating to expand their dating pool.
Although 15% of Americans have used online dating themselves, a larger share report that they are familiar with online dating from the experiences of people they know.
Some 41% of American adults say they know someone who uses online dating, while 29% indicate they know someone who has married or entered into a long-term partnership with someone they met via online dating.
The same survey also found that there were more male internet users who were currently using dating sites or apps than female users.
A further 43 percent used online dating for friendly contact and only 24 percent of respondents stated that that they used online dating apps and services explicitly for sexual encounters.
"Unlike shopping for a bank or a refrigerator, in the case of online dating, the refrigerator has to like you back," Gilman said.
"There is a different level of exposure to disappointment and that's captured in the poor overall scores." Once considered taboo, online dating is now a socially accepted and booming multibillion dollar business that continues to grow.
Overall, respondents preferred free sites like Ok Cupid, Tinder and Grindr over paid sites like Match and e Harmony, in part because of the value.
The now infamous infidelity dating site Ashley Madison, which was one of the most expensive, was also the lowest-scoring online dating service, with a score of 37.
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On Valentine's Day, some singles may be inspired to step up their dating game. Amy Giberson, now 34, was reluctant to try internet dating again but she decided to give it one more shot in 2014. There are a slew of sites and apps to help singles find love and, for the most part, they work, according to Consumer Reports.