Tinder Releases Year in Swipe Dating Trends
Contributed by: kellyseal on Wednesday, December 20 2023 @ 09:51 am
Last modified on Wednesday, December 20 2023 @ 10:12 am
Dating app Tinder has released its new dating trends report for 2023, and one of the main findings of the Year in Swipe point to singles wanting a range of dating experiences, rather than being so focused on finding “the one.”
In other words, more singles were interested in their own dating journeys rather than the destination, with Tinder noting that there was a 5.5 times increase in users adding statements in their bios like: “Everything I do is for the plot.” NATO dating was also a big phrase – “not being attached to an outcome.”
Singles also said they embraced “main character energy” in 2023, alluding to stories they can share about their dating lives with their friends (and followers on social media). They said they looked at the dating process as a way of building a roster of new experiences and memories (to add to their personal stories), which took the pressure off outcomes. It also left room for “self-exploration through dating,” according to Match Group’s release[*1] .
“It’s so exciting to see the data at Tinder shows that 69% of Gen Z want to challenge conventional dating and relationship norms,” said Melissa Hobley, Chief Marketing Officer at Tinder. “This year in particular marked a major shift where the journey is more important than the outcome. This new generation of daters is showing us what it means to date for the possibilities, freeing themselves from traditional expectations, allowing them to write their own, worthwhile stories.”
There were overarching themes of positivity, optimism and a focus on self-improvement in 2023, according to the findings. There was also an “always on” attitude among singles, with the “ON” symbol being the most popular emoji that singles used across Tinder.
On the flip side, there was a trend in people admitting time was the most valuable currency. While outcomes weren’t prioritized, people were more organized and mindful while dating so that they felt time wasn’t wasted. Fifty-one percent of singles said they were open to new ways of fitting dating in around their busy schedules, and over half of young singles using Tinder’s “Love Styles” feature said they prefer time together over other love styles.
Relationship goals were also the most popular badges posted on user profiles, indicating singles didn’t want to waste time with people who didn’t have their own goals.
Music plays a big role on the app, and female artists were front and center. Artists like Miley Cyrus, Taylor Swift and Rihanna were the most popular artists for profile “Anthems” in 2023.
In fact, Cyrus’s “Flowers” was the fourth most popular Anthem added to profiles, and there was a 52 percent spike in Rihanna’s songs being added to profiles following her Super Bowl performance. Mariah Carey’s “All I Want for Christmas” saw an average increase of 365 percent on profiles during the holiday season. Swift was the top Spotify artist on Tinder in 2023.
For more on the dating service which conducted the survey, you can read our Tinder app review.