"Unlike shopping for a bank or a refrigerator, in the case of online dating, the refrigerator has to like you back," Gilman said.
"There is a different level of exposure to disappointment and that's captured in the poor overall scores." Once considered taboo, online dating is now a socially accepted and booming multibillion dollar business that continues to grow.
Fortunately, the main advantage of online dating is that it gives each user control over who they contact and with whom they subsequently communicate.
(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.
In fact, when compared to other consumer products, like cars, computers and credit cards, online dating services received the lowest satisfaction scores Consumer Reports had ever seen, Gilman said.
On Valentine's Day, some singles may be inspired to step up their dating game. Amy Giberson, now 34, was reluctant to try internet dating again but she decided to give it one more shot in 2014. There are a slew of sites and apps to help singles find love and, for the most part, they work, according to Consumer Reports.
She downloaded the Match app and connected with Justin Pounders, also 34, almost immediately. Nearly half, or 44 percent, of those who tried online dating said it led to a serious long-term relationship or marriage, the magazine found.
On the other hand, there are those who think the online dating industry may have reached its saturation point.
According to an article in the Christian Science Monitor, consumer spending on these sites declined slightly in the fourth quarter of 2004, indicating that growth for online dating sites may be stagnant.And when you’re sitting alone in your living room filling out a personality profile on a Web site, there is an even greater chance that the resulting matches will not be perfect.When you multiply the chance for inaccuracy by the number of users on a given dating site, complicated matching systems are probably not working much better than basic attribute-and-interest matching.For example, if you prefer blondes, but really have nothing against brunettes and redheads, then you can rank that attribute as very low.If it’s very important to you that your date has a college degree, you can rank that very high.Once you’ve filled out a profile, online dating sites will provide a list of matches -- people they think you are compatible with. The more matching attributes that two profiles have, the higher “match percentage” the site will assign to it.