October 26, 2011
JDate study claims more Jewish marriage matches than its competitors
The Jewish dating Web site JDate recently announced results from a study that claims the site is responsible for facilitating more Jewish marriages than all other dating Web sites combined. The study, commissioned in-house by JDate’s parent company, Spark Networks, and conducted by the research company ResearchNow, reportedly was based on a survey of 948 Jewish Internet users who have married since 2003. Of those surveyed, 52 percent said they met their match on JDate, compared with Match.com, which facilitated 17 percent, and eHarmony, which can claim 10 percent.
Spark Networks released the results of the study on a single-page press release that contained several added statistics to support its claims, but did not provide any additional supporting materials, including how the participants were selected and specific details on what questions were asked. Requests to obtain the full study were denied by Spark Networks and by ResearchNow, which operates under terms of strict confidentiality.
Steven M. Cohen, a research professor of Jewish social policy for Hebrew Union College-Jewish Institute of Religion and the director of the Berman Jewish Policy Archive at NYU Wagner, said that while the results of the study may be credible, they are not verifiable.
“The recently conducted study, while promising, doesn’t provide enough of the critical details that we need to assess the validity of its claims,” Cohen said during a phone interview. “It’s like getting an untested product from an unknown manufacturer — it may be a good product, but there could be serious flaws.”
In addition to claiming credit for the majority of Jewish marriages facilitated online, the study also notably claims that 63 percent of all Jewish dates since 2008 were fostered by JDate (up 6 percent since 2003), compared with Match.com’s 19 percent and eHarmony’s 7 percent; that 76 percent of those Jews who used an online dating service used JDate; and more than half the Jews who have married since 2008 report having used an online dating site in their search for a partner.
If true, those are the kinds of claims that JDate, which bills itself as “the premier Jewish singles community online,” should be proud to publicize. So why is the company refusing to disclose the full results of the study?
Cohen wondered whether JDate’s parent company fears subjecting the study to the academic community’s scientific standards. But he also said that it is not unusual for a commercial enterprise to conduct its own research and use select claims in their advertising. “The behavior is not the most admirable, but it is not illegal or unethical,” Cohen said.
Cohen said he sees value in the company regardless of the results, saying that the very existence of JDate promotes Jewish marriage at a time when more and more Jews are marrying later — or maybe not at all — or, alternatively, intermarrying. “Right now we are seeing significant adverse demographic consequences of nonmarriage and intermarriage for the Jewish population in America,” he said. “And JDate promises to promote marriage and probably in-marrying,” and that as long “as we can promote marriage and in-marriage, we can promote the stability, if not the expansion of, the Jewish population in the coming generations.”