OkCupid - CS371 Final Project

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Over all, with the rise in popularity of use of the internet within the last couple of decades, social media platforms have become excellent mediums of communication for people all over the world. In fact, whether we like it or not, social media platforms have become a few of the many contributors to the operation of society; especially when it comes to work, education, social life, and even love. Particularly, OkCupid is a dating app that provides a service that incorporates diversity and interconnectivity for individuals looking for love and partnership all around the world. Especially during the ongoing global pandemic, apps like OkCupid have become quite a popular method of meeting people. However, sometimes it is best to do your research prior to committing to certain platforms that will use algorithms in order to connect you with your possible soulmate because they may not be giving away everything at face value.

Although registration for OkCupid is free the entire process is not. It is based on an advertisement model, where the company sends emails to its users saying that someone tried to message them and they can pay for example $20 to view the message immediately. By doing this OkCupid is able to advertise by selling and tracking given data by the users (Dutta, 2021).

Since OkCupid is free they rely on an advertising model. By doing this it helps to attract the younger demographic, allowing OkCupid to have over 7 million users. Once users sign up they are prompted to identify some questions that they could ask matches (hobbies, lifestyle choices, etc). Users are asked to answer around 250 various questions which then gives an immense amount of data and insight surrounding individuals' preferences. Ok Cupid is able to uncover different trends and behaviors in online dating using the survey answers, messaging habits, autobiographies on people’s platforms. OkCupid has also found that individual traits and characteristics affect the types of interaction that they have with matches so they use that to help as well.

Before looking at OkCupids business model it is important to understand OkCupids mission statement. OkCupid claims to be dedicated to helping people find love and happiness through meaningful connection, using a one of a kind of algorithm. Okcupid aims to match individuals up who share deep connections. It also offers to serve the most fundamental and transformative needs which sets them apart from other dating sites. Although this is a large claim to make, it is one that Ok cupid makes confidently.One thing that sets them apart from other sites is that they are free and have a wide range of genders and orientations for users to add, as well as their pronouns and questions about their identity. This sense of inclusivity is something that OkCupid really values and has shaped their business model around.

Although OkCupid has good intentions a vast amount of individuals have not responded well to the dating app. OkCupid has received negative responses in regards to the fact that OkCupid is free however, if users do not pay monthly they are unable to receive all of the same perks, such as being able to anonymously browse individuals' pages or see who visited theirs. OkCupid has also more recently removed the feature that allowed individuals to see who browsed their pages which has been getting a lot of negative feedback as well due to the fact that now free users are unable to see who liked their profile without being required to pay for it (Welch, 2017).

As a member of the “Match Group”, OkCupid shares many cultural/societal norms and expectations as other dating apps within this same group. The stereotypical dating app norm such as the expectation for the man to send the introductory message is also prevalent on OkCupid, however, the app also has other interesting cultural elements. OkCupid has found “ghosting” to be particularly common on the app. Ghosting is the modern term for rejecting someone unexpectedly, and OkCupid studies found that 26.3% of men and 35.5% of women say they sometimes or usually ghost people (Zuckerman, 2020). “Hook-ups” are another cultural phenomenon particularly popular among these types of dating platforms. OkCupid found that 32% of women and 61% of men on the app are seeking out these types of casual/hook-up relationships (Zuckerman, 2020).

OkCupid is owned and operated by a large corporation called Match Group Inc. The enterprise is an internet-based dating service that owns and operates several brands such as; Match, Tinder, Meetic, Pairs, PlentyOfFish, OurTime, Hinge, and Hawaya. OkCupid’s basic functioning and service are fairly similar to many of these other platforms, however, its user demographics, profiles, and posts are what set it apart. People aged 25-40 make up the majority of OkCupid users, with the median age being 32 years old. The app functions fairly identical to others of its kind, a space for users to create profiles, swipe through a seemingly endless stack of potential partner profiles and chat with people of interest. One of the most significant features that sets the app apart is its Multiple Choice quizzes. These quizzes go much deeper than your typical dating app questions regarding gender identity or whether or not you are looking for one-night “hook-ups” and committed relationships. These questions inquire about user interests and hobbies, political and religious beliefs, long-term goals and aspirations, drugs and alcohol use, and so much more. The idea is that by asking these kinds of make-or-break questions, the app is doing much of the dirty work for us. Users can answer up to 500+ questions and are then presented with a “match-score” revealing their compatibility with potential partners. OkCupid believes this intelligent software “creates compatible matches based on traits that are scientifically proven to predict meaningful relationships” (Marketline, 2021). Individuals also utilize these question responses as a means to express themselves. Users can choose what answers they would like to display for potential matches to read. This offers a much more insightful look into user profiles in comparison to other dating apps that only allow for photographs or a short biography.

OkCupid has created a digital culture in which a technological ecosystem exists. A technological ecosystem can be defined as a network of interconnected and interdependent entities that have been drawn together to allow applications to work (Darko, 2019). With that being said, OkCupid’s technological ecosystem is made up of several components which include the devices belonging to the users of the app as well as the computers who collect data in order to provide the service. As a matter of fact, in 2019, OkCupid had over 1.79 million users and that is only in the United States (Statista Research Department, 2021). This information, however, disregards the vast number of users found in other countries. Actually, OkCupid is available in several countries and has connected individuals all over the world – especially with the addition of the “passport” option. Over all, the dating app has a large technological ecosystem comprising a variety of individual devices. Hence, because of their interconnectivity and their large dating pool, OkCupid is actually considered one of the best dating apps for college students (Kern & Pitti, 2021).

Prior to going into depth about what is going on backstage at OkCupid it is important to understand what exactly algorithms are. Algorithms are the basic techniques, like math formulas and computer technologies, that are used to get the job done (“What is a computer algorithm,” 2021). It’s telling a computer or a software what to do, and how to do it (“What is a computer algorithm,” 2021). Essentially, an algorithm is a step by step method of arriving at an intended result. One of the most popular algorithms among dating sites, like Tinder, is the matching process which is the method that OkCupid uses (Lyons, 2021). Throughout the matching process, OkCupid uses a blended system design that combines the use of technology and algorithms, as well as, the see-and-screen format – which allows users to skim through a variety of dating profiles to find which ones they prefer (Tong, et. al., 2016). On the technological and algorithmic side, OkCupid is equipped with a “matching algorithm” that uses questions in order to collect data to figure out whether two users should go on a date together (TED-Ed, 2013). Certain questions will match them with potential partners that answered the same way they did, while others will match them with potential partners that answered in the opposite way (TED-Ed, 2013). OkCupid also assigns a set of numbers to each question based on their importance which fortifies the algorithm, allowing them to be able to match individuals more accurately (TED-Ed, 2013). With the added numerical values given to each question, OkCupid’s algorithm uses a formula called the geometric mean, which determines the mean or average, indicating the central tendency or typical value of a set of numbers (TED-Ed, 2013). Fortunately, because of the ample collection of several data points, OkCupid’s algorithm has a small margin or error (TED-Ed, 2013). With the help of the algorithm, the app is able to mimic the real world phenomenon of love over the internet. Over all, dating apps – especially algorithmic ones – have been instrumental in providing people with both short and long-term romantic relationships (Sawyer, et. al., 2021). Indicating that algorithms have become an important tool in various areas of real life; even something as personal as human interaction.

The process of setting up an account and navigating the world of OkCupid is fairly straightforward and simple- both the application and website offer a user-friendly experience when it comes to completing your profile and questionnaire, searching your matches, and messaging potential partners and what’s the best part? creating an account is totally free. Before users become active on the site, there are several things to do before you can start chatting with potential lovers- this includes: creating your profile, choosing six photos that best represent you (OkCupid recommends limiting group photos), writing a brief bio about yourself, and of course completing the basic questionnaire- there are fifteen questions to in order for an individual’s profile to become active and for the site to have enough data for you to see matches (OkCupid, 2021). Once the initial profile set up is complete, users can start sending out likes and receiving matches. The interesting feature that OkCupid provides for the user’s experience is that each potential match shows a percentage on their profile that indicates compatibility rate. Quality percentages can range anywhere from 70% to 95% and above- a key aspect that intrigues lots of users and limits poor matches.

Another interesting feature that OkCupid has when it comes to setting up your profile is the number of options users can choose from when it comes to gender identity and gender interests- about twenty plus options available; talk about an app that is current with the times and progressive. When it comes to legalities of OkCupid, all users have access to the terms of use as well as the community guidelines, it is all made accessible on the platform. In their article Dispositional factors predicting use of online dating sites and behaviours related to online dating, researchers Ginette Blackhart, Jennifer Fitzpatrick, and Jessica Williamson discuss how online dating apps can be a home for “risky behaviours” (2014, pp. 114). According to the researchers, some of these dangerous behaviours include deceptive messages such as “lying about one’s age, physical appearance, job, their income, and even their relationship status” (Blackhart, Fitzpatrick, & Williamson, 2014, pp. 114). OkCupid makes it very clear that any user who violates the code of conduct will be removed, this includes sexual harassment, violent/graphic content, fake accounts, solicitation, illegal behaviour, as well as those who are underage (OkCupid, 2021).

Going back in time to the year of 1999, four Harvard students- Chris Coyne, Christian Rudder, Sam Yagan, and Max Khron developed a website called “The Spark” (Dutta, 2021). This website was known as the ultimate study guide for college students as it allowed users to read and post their notes and understandings from subjects ranging in literature, history, and philosophy (Dutta, 2021). Today, TheSpark is now known as Spark Notes and since 2001 has been acquired by Barnes and Noble for approximately $3.5 million and not only helps college students’ study but also high school students (Dutta, 2021). It was not long after that the creators of The Spark took that $3.5 million and launched Spark Match as a beta experiment which allowed participants to take a match test and then search for those who had close match test types (Dutta, 2021). In 2004, Spark Match was later renamed to OkCupid- known as the match test dating site.

According to the company’s website, OkCupid is a “U.S-based, internationally operating online dating, friendship, and formerly also a social networking website and application” (OkCupid, 2021). What makes OkCupid unique compared to other dating apps is its flexibility when it comes to its format- OkCupid offers both a downloadable mobile app as well as a desktop version, which not many other popular dating apps offer (OkCupid, 2021). In their article, Online Dating: A Critical Analysis from the Perspective of Psychological Science authors Eli Finkel, Paul Eastwick, Benjamin Karney, Harry Reis, and Susan Sprecher examine the world of online dating. According to the authors, online dating apps are altering the dating landscape arguably for the better compared to “conventional offline dating” (Finkel, et al, 2012, pp. 3). Some of the reasons include a higher chance of exposure and opportunity to meet potential partners as well as how computer-mediated communication can help users find specific partners faster than in person- a quicker trial run in a sense (Finkel, et al, 2012, pp. 3). Online dating apps, including OkCupid are ultimately used to better help individuals find what they’re looking for in an efficient way (Finkel, et al, 2012, pp. 3). Throughout the years OkCupid has altered its image to be a more inclusive and progressive dating app, there is no discrimination whether individuals are looking for casual hookups, something long term or short term, or even an open relationship, OkCupid allows for users to customize what they are looking for in their romantic life. While each dating app is unique in its own way, OkCupid strives to be the dating app that matches users based on what matters to them – a modern and quirky compatibility test.