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Steve Oldridge, the research team lead at Plenty of Fish, said data is “critical” to developing the matching algorithms that make the site successful.

“Our matching algorithms, a lot of them are machine-learning based.

“It’s a little like walking into a bar and walking up to people you are attracted to and walking away from those you aren’t.”Finding a soulmate, however, is about more than just attraction.

“To find a soulmate you need to have a second and third and fourth interaction.

It launched in 2012 and includes geo-location so you can find someone in your own neighbourhood, or at the other end of the bar, and was similar to the gay-male-oriented meetup app, Grindr.

It’s hard to make a choice, it’s hard to figure out what is the best option, and after making a choice they wonder about all the ones they turned away from.”Klinenberg cites the well-known grocery store example — when there are 30 flavours of jam, consumers are less likely to buy even one.

When there are only six, they can more easily make a choice.

The app was launched on college campuses and caught fire. No more lonely nights sitting in your apartment combing through profiles in front of a computer.

By 2014, Tinder was claiming a billion swipes a day worldwide. Tinder is a social experience — friends Tinder with friends.“I’ll be at the bar waiting to set up for a show, and all of us will be sitting there on Tinder together,” says Virginia.

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