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SOURCE: Consumer Reports "It's clear that online dating websites play a major role in the lives of many consumers — we invest a tremendous amount of time, money and emotional energy.

“That’s the real issue—how happy are people with their interactions on the dating sites,” says Scott Kominers, a lecturer in economics at Harvard University.

(A score of 100 indicates respondents were completely satisfied; 80 was very satisfied and 60 was fairly well-satisfied.) Still, many users found the sites frustrating.

“If sending messages had a price or you could send only a fixed number per day, people you contact online would know you had to give up something to do so, which would incentivize better behavior,” he says.

Perhaps beyond just charging for messages, sites could adjust the price according to how high quality someone's engagement seems to be.

It really is a consumer issue worthy of our attention." said Margot Gilman, money editor for Consumer Reports.

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.

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