And, as it turns out, what we find attractive in a profile doesn't sync up with what we go for in the real world.
"People have elaborate laundry lists of qualities they think they want in a partner, and they like online dating profiles that fit this laundry list," Eastwick said.
But can a formula determine whether two people will have a successful long-term relationship? According to market research company IBISWorld, the online dating industry made 3 million in Canada in 2014.
Services like e Harmony and promise to find you the best potential matches based on complex and tightly guarded algorithms.
In fact, popular dating site e Harmony claims it is responsible for the marriage of 542 couples in America .
A national survey from revealed that a whopping 52 per cent of single Canadians resolved to fall in love this new year.
"It is very very difficult, if not impossible, to predict initial chemistry using variables assessed before two people meet each other," said study co-author Paul Eastwick, an assistant professor at the University of Texas at Austin.
"The algorithms are not scientifically valid and are extremely unlikely to generate compatible matches." In other words, matchmaking sites simply can't account for how two people will get along in person — chemistry, if you will.Take the 2012 article Online Dating: A Critical Analysis From the Perspective of Psychological Science.The study's authors sifted through decades of research about what makes people romantically compatible.They also weed out people who don't want a long-term relationship, or those with whom you're basically incompatible — say, people with vastly different educational backgrounds or religious beliefs. Daniel Williams with the Canadian Anti-Fraud Centre said most victims are over 40, fresh out of a long-term relationship and haven't dated for decades."They're vulnerable, trusting, emotionally fragile, and the scammers seem to pick up on that from a mile away," Williams said. We all want the same things — to love and be loved.The scammers are nasty, heartless, ruthless people. They run into problems — maybe an incident on the job site, or an accident involving a teenage son. "The scammers are so experienced in what they do, because they do what they do on such a massive scale," Williams said.