Statistics

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.

Dating app Bumble found that more singles in India are practicing “dry dating” or dating while sober. In fact, the dating app expects this to be the number one dating trend in the country in 2023, thanks to young daters.

A recent poll taken by the app found that 24 percent of single Indians who drink say they don’t plan to do so on dates this year, even past dry January. When asked why, the majority (56 percent) said they wanted to get to know the other person “without being distracted,” according to The Economic Times.

Forty-five percent said they were choosing not to drink on dates to improve their health and wellness by consuming less alcohol.

A new Pew study has found that over half of dating app users (53 percent) said that their experiences have been at least somewhat positive, including 14 percent who said they had very positive experiences. About 46 percent say their experiences on dating apps have been at least somewhat negative, showing the dating population is divided on how well the platforms are working for them.

While 53 percent shows that more than half of daters have had positive experiences, dating apps have a long way to go in satisfying their customer base, as some users reported facing harassment or scams, according to the report. Peoples’ experiences also vary by race, gender and ethnicity, as well as household income and sexual orientation.

Pew reported that 57 percent of men report positive experiences compared to 48 percent of women, and 61 percent of LGB users have had positive experiences compared to only 53 percent of straight users.

Image: Bumble & Netflix

Dating app Bumble has teamed up with leading streaming service Netflix to launch a game that is themed around some of its most popular shows, including Emily in Paris, Squid Game, Selling Sunset, and Stranger Things, among others.

According to Netflix’s blog post, the new game called Netflix Nights In will challenge matches to find out how deep their knowledge goes about their favorite shows by answering questions like: “How much was Davina’s infamous listing in Selling Sunset?” In a twist, the game requires matches to answer the question before responses are revealed, and both will be able to see their compatibility based on their answers.

Stars from fan favorites like Ashley Park from Emily in Paris or Jonathan Daviss from Outer Banks will present new questions each week in the app, according to Netflix.

Image: OkCupid

A new study by OkCupid found that 87 percent of its female users are pro-choice, and about half (49%) said that a date’s differing opinion on abortion would make them think twice about dating them. The company noted that more than one million users added the “I’m Pro-Choice” badge to their profiles.

OkCupid also found that views on abortion were more polarizing than competing views on politics (where 30% said they would think twice about dating someone with different views). And last year, 72 percent of women said they would not move to a state where abortion was illegal, and 37 percent said they would move out of their state if abortion became illegal there.

The new study comes as the landmark ruling of Roe v Wade would have turned 50 this year. It was overturned by the U.S. Supreme Court in June of last year, which removed federal protections for those receiving and providing abortions. Since then, many states have opted to place severe restrictions on who can access abortion care, with some banning the practice outright. Texas enacted some of the most extreme anti-abortion laws, rewarding people for turning in to authorities anyone who assists a woman in getting an abortion.