Recipients answered only 30% of men’s messages to women and 45% of women’s messages to men.
The percentage that lead to conversations is even lower (around 20% and 30% respectively).
People instinctively understand this when choosing their profile photo so Toma and Hancock (2010) took photographs of internet daters, then judges compared these to the real profile photos.
Although less physically attractive people were the most likely to choose a self-enhancing photo, overall the differences were tiny.
Indeed there are now many dating sites aimed at narrower demographics such as sports fans, Jewish people or those with particular medical conditions.