Your focus is on apps for cisgender, heterosexual men and women. I suspect that the data and the dynamics would be a bit different if one looked only at the LGBTQA community. For one thing, gay men seem to use the apps largely to find "Mr. Right Now," rather than "Mr. Right."

And I would be skeptical of any claim that only 53% of the customers lied on their dating profiles. I once surveyed friends and acquaintances of mine, and the number who accurately stated their age and weight, and who posted a recent picture was under 20%. The average number of years shaved off was seven. Admittedly, my sample was not random, and was too small to be meaningful.

In any event, an interesting article.