When you’re online dating, why do you swipe left on one person and swipe right on another?
Are you carefully weighing every factor that makes someone a good romantic match?
Those 30 million people have generated billions of pieces of data.
And because most dating sites ask users to give consent for their data to be used for research purposes, this online courting has played out like an enormous social science experiment, recording people's moment-by-moment interactions and judgments.
A team led by Elizabeth Bruch, a sociologist at the University of Michigan, Ann Arbor, tapped into this torrent of dating data.
Because of a nondisclosure agreement, the researchers can't reveal the exact source of their subjects, describing it only as an "established, marriage-oriented, subscription-based dating site" from which they randomly selected 1855 people, all based in New York City.
Bruch wondered: Is mate selection like a job interview process, where the person with the best combination of positive factors wins?
Or is it more like a -style reality show, where contestants are picked off one by one for a single failing?
When it comes to the early stage of dating, it seems to be all about the deal breakers.
For one, prospective daters were wary of proceeding sight unseen.
Besides photographs, each user's profile could include any number of personal details including age, height, weight, education, marital status, number of children, and smoking and drinking habits.
The data set includes some 1.1 million interactions between users.
But beyond someone's looks, how much do any of these factors matter for mate selection?