No matter how old, most people have zero introspection or analytical ability, and even if they do, they would not put it on display because that would put them in the "weird" category.
A typical women's profile will differ by country though. This is how most of this stuff looks:
* South-East Asia: women describe themselves as "simple", "down to earth", "family oriented".
* English-speaking Africa: "god-fearing", "faithful".
* Western Europe: "like to travel", "love animals", "live off the land".
Sometimes with a mix of trivia, like whether they are divorced, how many children, smoking cigarettes.
I don't really know what makes people match, but if I have to guess, people go by non-verbal cues they find the the pictures. People reveal a lot about themselves in they way they dress, where and how they take the pictures.