Tinder Launches In-App Election Resource for UK Singles
Contributed by: kellyseal on Tuesday, July 09 2024 @ 12:53 pm
Last modified on Tuesday, July 09 2024 @ 01:24 pm
Tinder is launching a new in-app tool to encourage UK voters to access information about the upcoming election.
According to Mobile Marketing Magazine, the initiative called “Give an X” offers an in-app “Swipe Card” that provides unbiased information about the election and candidates so that users can make informed decisions for the General Election taking place this summer.
When a user swipes right on the card, Tinder redirects them to a Voting 101 FAQ page in partnership with youth-led, non-partisan charity My Life My Say. The FAQ page offers information on where to vote, what to bring, and steps for those who have recently moved as well as information about the election.
Young singles are more politically engaged and want their partners to be as well. In fact, Tinder launched Give an X because in a recent survey among its members, 21 percent of UK respondents ages 18-25 reported ending a relationship or being willing to do so if their partner wasn’t politically engaged.
Tinder also found that almost 70 percent of young voters plan to vote in July’s General Election, and 36 percent were comfortable talking politics even on the first date.
According to Mobile Marketing[*1] , the dating app company said that 60 percent of young singles in the UK believe their partner should respect their political views, and among women, this number rose to 65 percent. In addition, 32 percent of men admitted that they were more likely to be swayed by a partner’s politics.
People are also more likely to vote and be politically engaged when they are with others, Tinder found. Sixteen percent of young voters said they’d be more likely to vote if accompanied by a friend or partner.
Tinder’s Senior Communications Director, Laura Wilkinson-Rea, said in a statement[*2] : “We support and encourage our users to be their true selves while looking for a Tinder match, and for today’s politically engaged young people, the research shows this includes being upfront about your politics and voting intention.”
Over half of Tinder’s users are aged 18 to 25 and more politically engaged, so Tinder is leaning into politics and other areas to keep people engaged with its platform. Young daters are also dropping off dating apps and looking for new ways of meeting people, so the company is looking to entice them back. It recently partnered with fitness app Runna to sponsor running clubs in the UK, a top interest among its users who are looking for in-person events outside of the app.
My Life My Say CEO, Mete Coban, MBE said of the new in-app election access: “We are thrilled to partner with Tinder to engage young people in the democratic process in a truly innovative way.”