As reported by the BBC in the Science of Love, it only takes between 90 seconds to 4 minutes of face-to-face interaction to determine attraction, which gives speed dating an advantage over online dating.While over 100 companies in the US offered speed dating through online registration during the growing of the Internet, between 20 three large speed dating companies emerged with a national footprint in the US, with events in over 50 US cities: Hurrydate, 8Minute Dating and Pre-Dating.Because the matching itself happens after the event, people do not feel pressured to select or reject each other in person.
Online dating participants, in contrast, only find a compatible match with 1 in 100 or fewer of the profiles they study.
Furthermore, issues such as religion, previous marriages, and smoking habits were found to play much less of a role than expected.
A 2006 study in Edinburgh, Scotland showed that 45% of the women participants in a speed-dating event and 22% of the men had come to a decision within the first 30 seconds.
It also found that dialogue concerning travel resulted in more matches than dialogue about films.
In a 2012 study, researchers found that activation of specific brain regions while viewing images of opposite-sex speed dating participants was predictive of whether or not a participant would later pursue or reject the viewed participants at an actual speed dating event.