United Kingdom

Tinder has launched a new branded ad in the UK, aimed at a younger generation of daters that are turning to the app to expand their social circles as well as to find love.

The new ad debuted on Boxing Day in the UK according to The Drum, and stars a young woman named Ava who just moved to London. She calls her sister to express her loneliness, and wonders if she made the right decision in moving. Her sister suggests getting out of the house and meeting some people, and so her new life in London takes off with the help of Tinder.

She begins dating, but it doesn’t go exactly as she’d hoped. Her first date challenges her values of working hard and striving by admitting that he doesn’t find ambition “that attractive.” Then she meets Maya for a date, and while the two discover that they aren’t really attracted to each other, they turn out to be great friends. She goes on more dates, none of whom really spark romantic love interest, but offer her a wider social circle and new possibilities for meeting someone special as they introduce her to their friends.

Grindr has become the most popular dating app in the U.K. among singles aged 54 and older, according to a recent study from Ofcom, the country’s communications regulator.

According to The Pink News, Tinder was still the most-downloaded dating app in the UK, with 2.5 million users, followed by Bumble at 1.7 million U.K. users. Grindr has grown in 2023, but it still captures only about 1.9 percent of the U.K. adult population, or 924,000 users. But as far as time spent on the apps per user, Grindr wins hands-down.

In fact, the average user of the gay dating app spent seven hours on it in May of 2023, according to Ofcom, compared to only one hour on Tinder, and a bit more than two hours for each Bumble and Hinge.

Men using filters to enhance their dating app photos tend to attract more matches, but they also come across as less trustworthy to women.

According to a new study published in Computers in Human Behavior, women were shown 10 profile photos of single men, both filtered and unfiltered versions. Most women preferred the more attractive, filtered versions of the men, but these same women also said they didn’t seem as trustworthy as the men in the untouched ones.

Researchers also found that ultimately while the women found altered profiles less trustworthy, they were in fact more interested in dating the men behind them. According to PsyPost.org, this conclusion “ultimately suggests that the allure of heightened physical attractiveness outweighs the reservations arising from diminished trustworthiness.”

Singles are turning to their travels to find romance this summer, a term that’s being dubbed “wanderlove.”

According to a new survey from Bumble, a majority of 53 percent of people on its app are looking for a holiday fling this summer instead of searching for longer-term options closer to home.

Part of this trend could be due to the number of singles who choose to travel alone to explore new destinations and are looking to meet new people along the way. Bumble found that almost 30 percent of its users meet people over the app when they travel alone, and 52 percent say that dating people abroad is a fun way to learn about new cultures, according to UK website Indy 100.

Bumble is testing its BFF (Bumble for Friends) service as a standalone app for finding friends, according to Mashable.

Bumble BFF and Bumble Bizz (for career networking) have been features on the main Bumble dating app for a long time, and now Bumble intends to spin BFF off into its own entity. The new app is being tested in the UK and select Asian markets, according to confirmation from Bumble. And according to Tech Crunch, though Bumble couldn’t confirm specific countries where it’s being tested, the app is also available in Australia, New Zealand and Philippines for both Androids and iPhones.

Bumble BFF expected to launch in the U.S. this summer.

It’s likely that the dating app’s Bizz service will be a standalone app down the line as well. But for now, the company is focusing on its BFF service, since about 15 percent of Bumble’s active monthly users utilize the feature.

New research shows that the global dating market is still growing, and is expected to surpass US $12.8 billion by the year 2032. Currently, the market is at US $7.3 billion.

Most of the CAGR (compound annual growth rate) will come from the Asia-Pacific market, where there is the largest young population. In fact, this region has 2 billion active internet users, accounting for 49 percent of the total population. India, Japan and China are seeing the most growth, especially with technology advancements and AI-driven matchmaking and dating services attracting younger users.

However in 2022, North America still brought in the most revenue share at 39 percent, followed by Europe at 25 percent, according to Yahoo! Finance.