TECHNOLOGY REVIEW - July 15 - Data analysis reveals men and women use entirely different strategies to engage a potential mate on Tinder. Men tend to like a large proportion of the women they view but receive only a tiny fraction of matches in return (0.6%). Women are far more selective about who they like but have a much higher matching rate of about 10%. But curiously, the vast proportion of matches came from men, whether for the team's male or female profiles. Women tend to be far more engaged and more likely to send a message to their match and take more time over their messages. Almost 2/3 of messages sent by men occur within 5 min of the match taking place, but only 18% of those sent by women. Men's messages are shorter, averaging 12 characters, while women's messages are 122 characters long on average.