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Dating app Bumble has partnered with Gymshark to create a UK-based ad campaign centered around fitness, a popular first date activity among younger daters.

According to The Drum, the campaign focuses on compatibility for singles, and how they can bond more easily over shared interests. “For Dates That Workout” includes new interest badges that users can add to their profiles, including weightlifting, HIIT and bodybuilding, which were chosen by Bumble based on what’s most popular with Gymshark members. Yahoo! Life noted that the most popular workout activities for Bumble dates were running, and HIIT, yoga and Pilates classes.

Bumble found that 22 percent of Gen Z and millennials have exercised or attended a fitness class on a first date, according to The Drum. This has been especially popular since the pandemic, where meeting for drinks has taken a backseat to more active dates. According to their research, 32 percent of singles have attended a fitness class with the intention to meet someone.

In a poll taken by GQ Magazine called "The Modern Lovers Survey", researchers found that 70 percent of men surveyed have lied on dating apps to make themselves appear more attractive to potential matches.

According to the study, respondents admitted to misrepresenting themselves when it came to career, age, height, or appearance, or some combination of those, to get more matches. The study found that 36 percent of respondents had misrepresented themselves in their photos, and 35 percent had lied about their age. The study also found that 28 percent had lied about their careers and 27 percent about their height.

In fact, GQ also found that as many as 21 percent of the men they surveyed were lying about their marital status. These respondents admitted that they were already in monogamous relationships and still using dating apps. And 29 percent of the men surveyed admitted they had kept a former love interest’s nude photos after a breakup, compared with only 8 percent of women who said they did the same.

India is now among the fastest-growing dating app markets worldwide, thanks to a growing young population of singles and their changing attitudes towards dating.

In terms of year-over-year growth, India emerged as the fifth largest market in dating app spending in 2022, according to a new study by data.ai Intelligence. Researchers found that Indian users spent $31 million more in 2022 than they did in 2021 despite economic factors like inflation that affect consumer spending.

Match Group, Bumble, and other major dating app companies have made a big investment in India, hoping to capitalize on this attractive market which now brings in millions of dollars in revenue each year to dating app companies.

Dating app Grindr closes out 2022 on a high note, reporting a 34 percent increase in year-over-year earnings to $195 million, showing a positive outlook for the coming year to investors since the app went public.

According to Fast Company, monthly average users rose to about 12 million, up from 11 million at the same time last year. Paying users also grew from 703,000 to 873,000 over the last year.

This was the company’s first earnings report as a public company, and with the impressive numbers, shares more than doubled throughout the trading day, according to Fast Company. The article was quick to point out that the dating app industry in general is still volatile despite earnings, as shown by Bumble’s fluctuating share price and secondary stock offering, as well as the recent Match Group dip. Since Grindr’s report came out, the company’s stock has gone down.

Image: Tinder

Tinder has unveiled its first global ad campaign called “It Starts with a Swipe,” featuring vibrant and colorful artwork with an 80s pop aesthetic. The campaign celebrates different types of relationships, a pivot away from its “hook up” reputation to show a wider range of possibilities for singles.

According to Tinder’s blog post, the campaign was photographed by French photo-digital artist Pol Kurucz, and is “evocative of modern day fairy tales, featuring different possibilities, in a vibrant, electrified dating journey.”

The campaign was created in partnership with ad agency Mischief, and is directly targeted to younger Gen Z daters, who are looking for a range of relationship possibilities. The company recently surveyed singles on the app and found that globally, 40 percent of Gen Z members are looking for a long-term relationship, and only 14% are looking for a short-term connection.

Match Group announced that it partnered with research firm Ipsos to conduct a comprehensive study of daters in major markets, and found that overall daters feel positive about online dating.

Sixty-six percent of respondents said that online dating results were “as good or better” than meeting offline according to the study's press release, and 60 percent of respondents said that their online dating efforts have resulted in dates or developed into a relationship.

The report also found that people tend to prefer larger platforms with more people, with the idea that they have more choices when it comes to finding the right person. In fact, online dating is gaining more popularity around the world, with almost half (49 percent) of singles saying they have tried dating apps and websites. India and Turkey lead the way in usage, thanks to changing attitudes about dating, as well as parents using technology to find partners for their children, according to Ipsos.