Dating Services

Are you on Tinder? Chances are, you’re also a member of a traditional online dating site – and many of you are paying for the service. According to a recent survey by Global Web Index, 70% of Tinder users also use an online dating site – and the majority are accessing all dating sites through their phones (58%).

Tinder has changed the online dating market in a big way – more people are participating, simply because Tinder has helped online dating lose its stigma by providing a low-intensity, game-like experience. It’s much easier to swipe left and right according to potential matches' looks, and have Facebook and Instagram photos populate your profile without having to do much. It takes the pressure off of the whole experience, plus it’s free unless you upgrade to Tinder Plus.

However, many people who use Tinder want to add to their online dating experience, and therefore join paid sites like Match.com along with other online dating sites, paid or free (although most free online dating services are moving to a tiered premium service model to create more revenue).

Global Web Index found some interesting statistics in their study – including the fact that 31% of those surveyed used an online dating site in the last month, but only 1% used Tinder. Six percent used a location-based dating app, which means people are looking for other alternatives to Tinder, even in the dating app market.

Obtaining revenue from Tinder Plus could be an obstacle for the company. According to Global Web Index, only 14% of online dating site users as a whole pay for a service, while 24% of Tinder users pay for an online dating site (which makes it seem likely they wouldn't also pay for Tinder). And more than a third of dating app users say they use ad-blocking software, which means premium services like Tinder Plus have to come up with compelling features to attract paying clients, in addition to promising an ad-free experience. Perhaps this is why the company is placing limits on its free service, restricting the number of profiles a user can look at each day – to get people to invest in the paid service.

One last interesting statistic from the study: men outnumber women on Tinder 6 to 4, so ladies are definitely at an advantage using the app. However, although half of Tinder users are single, a substantial amount (30%) are married, and another 12% consider themselves in a relationship – even though they are on Tinder.

So if you decide to use Tinder, it’s a safe bet that your online dating experience will be enhanced if you decide to invest in another service as well.

Luxy, a new dating app for rich people, seems to like provocative gimmicks to attract new users to their service. First, they launched their app in 2014 describing it as “Tinder without the poor people.” Now, they have taken their brand to the next outrageous level by offering $3.4 million to rename the celebrity enclave of Hidden Hills, California after their own app – Luxy, U.S.A.

Hidden Hills is an exclusive suburb of Los Angeles, home to celebrities Jennifer Lopez, Miley Cyrus, and the Kardashians. The app is trying to tie in its own service with the rich celebrity lifestyle.

According to an article in CNN Money, the app so far has 135,000 active users, including its latest member – an actor from Californication. (Luxy is apparently using this bit of celebrity news to help promote the app, too.)

To qualify to use Luxy, members must prove they make at least $200,000 per year – by providing income tax statements.

This month, eHarmony and Match.com both announced the release of new dating apps available for smartwatch users.

According to eHarmony, 50% of new users come to its service via their mobile devices, so the company has made a push towards more mobile-friendly technology; part of that initial push includes their dating app being accessible through wearable technology – specifically Android Wear and Samsung Gear S devices.

Not to be outdone, Match.com is launching its own dating app – but for the Apple Watch instead. Match’s new dating app for wearable technology joins Coffee Meets Bagel’s app, the first dating app to announce its availability on the Apple Watch.

Match’s app for Apple Watch is clean and visually based. It works through three basic steps: “Glances,” which provides a quick look at your app and how many matches you have in the queue; “Discover” which allows you to accept or reject a match alongside his/her photo, much like Tinder; and “To send a message,” where once you touch the profile, you can choose from one of the message options or tap the microphone to use voice-to-text dictation to compose your own email.

eHarmony’s new app is a little more complex, as the service is known for matchmaking and their longer communication process rather than for quick swipes to accept or reject a photo. Both the Samsung Gear S and Android Wear smartwatches will display notifications that are synced with the eHarmony users’ phone. When a match sends a communication, the member receives a push notification to their phone and an “enhanced” notification to their smartwatch. The enhanced notification includes the match’s name, age, and location, as well as their primary photo and personal message sent through eH Mail. Users are also informed when they receive a “smile” or questions sent using the company’s Guided Communication options. The member can then select Open Profile, which will open the eHarmony app on the connected Android device, and load their match’s profile.

“Mobile represents a huge opportunity for us to capture new market share and broaden our impact and we are seeing this happen at an accelerating rate in recent months,” said Armen Avedissian, Chief Operating Officer, eHarmony. “New entrants in the online dating category are helping drive interest in eHarmony, while taking market share away from competitors. Combine this circumstance with eHarmony’s powerful brand and industry-leading outcomes and we have the perfect recipe to grow substantially. We are pleased to announce these new releases.”

eHarmony and Match dating apps for smartwatches are available now in Android and iTunes stores respectively.

By now, we all know of Tinder’s unprecedented success in the online dating market. But how exactly did they make it happen – gaining over one million active users in less than a year, and then to gather 24 million users in only two years?

According to Tinder, there were two essential challenges with the online dating market before they launched the product: first, there was social stigma associated with online dating – the perception by the general public that it was a last resort, rather than a good way to meet people. Second was geographical concentration – people like to date others they know are close by; it would have to work on a micro level before it worked on a national or even worldwide level. Meaning, Tinder had to get active users who were all in the same area to enjoy using it to create stickiness. Think about it: when you download a dating app, it’s a little disappointing to see that your matches live an hour or more away.

With these two things in mind, Tinder started its marketing initiatives on college campuses. Two of the company’s co-founders were active in their respective fraternity and sorority, and first approached them for help in spreading the word. Justin Matteen, one of the co-founders, hosted a party at his parents’ house where he invited his college fraternity and sorority members from USC to help launch Tinder. For admittance, attendees had to show their phones at the door – and prove that they had downloaded the app.

This strategy worked effectively, because it addressed the online dating stigma by populating the dating app with young, socially active and attractive young people, creating a desire for a wider audience to download and use the app (in the hopes of meeting some sorority girls, we suspect). In addition, it created a buzz within a geographically close community – fraternities and sororities on the same campus. From there, Tinder’s team went to college bars and approached non-Greek members, enticing them with meeting other attractive young students via the app.

The strategy of marketing to college campus influencers worked – within six months, Tinder had half a million users. From there, the company had to branch out to a larger demographic. They started city by city, holding parties at exclusive nightclubs, appealing to the 24-35 year-old demographic. As of first quarter in 2015, the company had 24 million users.

“In early months, over 85% of our user base was between the ages of 18-24, but now that age demo only makes up about 57% of our user base," said Matteen in website Parantap. "We are seeing a huge upswing in both 25-34 year old demographic and 35-44 year old demographic.”

Tinder has taken off thanks to a remarkably executed marketing and influencer campaign. As a result, they have changed the whole online dating industry.

For more on this dating app you can take a look at our review of Tinder.

Little Lizzie McGuire herself, Hilary Duff, is officially on Tinder.

Her appearance on the popular dating app has been big news since a Tinder user came across her profile and posted a screen shot to Reddit. Naturally, there were plenty of skeptics, but Duff confirmed to radio show Valentine in the Morning that she is indeed on the app. And that's not all she had to say about her new adventures as a mobile dater.

"In my life I've always had really serious boyfriends, I've always met people through work, and I've never been on a blind date," she said. Determined to try something new, she turned to Tinder and called the experience “wildly addicting” so far.

Some would dip their toes slowly into the online dating waters, but not Ms. Duff. She jumped straight in and says she's talking to “probably about nine guys right now.” Not to suggest she has no standards – a shirtless mirror selfie is an instant swipe left, she explains, while a funny profile is likely to get you a right swipe.

Duff even went as far as to dish on her first Tinder dates. It appears her style is low-key, active, and affordable. Her first date was to a bowling alley, with the second scheduled for a go-karting track. She even brought friends along to the first date, making sure things stayed safe and laidback.

So how did things go on the big day? During an interview with On Air With Ryan Seacrest, Duff said “He was cool. He brought a friend and I had some friends there. He used to be in editing for reality shows. Now, he’s an actor and he just wrote a play. He’s an interesting guy.”

Still, it doesn't seem that sparks flew on the first try. She says the night didn't end with a kiss, and that she's unsure about the prospect of a second date. “I don’t know how I’m feeling,” she told Seacrest. “We’ll see how it goes.”

Duff likely has plenty more meetups to look forward to, as rumor has it cameras were rolling during her bowling date. Sources told TMZ that Duff plans to capture her exploits in the dating world on camera for a reality show that chronicles her life as a new divorcée.

So far her rep has no comment about the potential reality show, but Duff was allegedly seen on a second date and once again cameras were recording the proceedings.

Will you be tuning in if the Duff dating show makes it to TV?

In 1995, Match.com forever changed the way we meet and connect.

Electic Classifieds launched Match on April 21, 1995. By October 1996, membership reached 100,000 singles. A year later, 150 couples who met on Match had walked down the aisle together.

That was just the beginning. Things exploded at the turn of the century, when Match partnered with AOL and MSN to bring online dating to the general public. Match launched internationally in 2002 and introduced its mobile service in 2003. By 2010, Match had become responsible for more dates, relationships, and marriages than any other dating site.

Now, in 2015, Match is celebrating two decades as the world's largest dating service. The site is responsible for over 10 million relationships in the US alone, and has created more than a quarter of a billion matches overall.

In honor of Match.com's 20^th birthday, let's take a look back on some of the ways online dating and romance have changed over the years.

1. The stigma is mostly gone. When Pew Research Center studied online dating habits in 2005, most Americans were skeptical. By 2013, more than half agreed with the statement “Online dating is a good way to meet people.” Some still consider online dating a desperate tactic, but they are in a minority that shrinks more and more with each passing year.
2. 1 in 5 adults ages 25-34 have tried online dating. Online dating is most popular amongst singles in their mid-20s through mid-40s, but 45-54 year olds are just as likely to date online as 18-24 year olds. Some suggest that online dating is particularly useful for older singles, who tend to have a more limited number of available partners in their immediate social cirlces.
3. More singles are open to meeting someone from an online dating site. When Pew Research Center conducted a survey in 2005, they found that 43% of online daters met someone in person after initially being introduced on a dating site. In 2013, that number increased to 66%. But that still means 1/3 of online daters have never met up with someone in real life.
4. Online dating is a joint effort. Many singles enlist friends to help them put their best foot forward. Around 22% say they've asked someone to help create or review their profile. Women are especially likely to ask friends for assistance – 30% have sought profile help, compared to 16% of men.
5. 5% of coupled up Americans say they met their significant other online. As accepted as online dating now is, the majority of Americans are still meeting offline. But given the steady popularity of online dating sites and the rapid explosion of mobile dating apps, that number is bound to change.

Here's to another 20 years of modernizing romance, Match! For more information please read our Match.com review.