In detail we hypothesise that female mating preferences will shape the online mating market as follows: (i) a high level of education will be demanded more in men than it is in women; (ii) if there are men of different races, white men will be more eligible than males of colour; (iii) high-status men will look for younger women more than lower status men do; and finally; (iv) men will show in their personal ads more signs of physical strength than women do.