Types (Niche)

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?

Across the board, so-called “hookup apps” have a certain reputation. It's right there in the name. While plenty of singles use dating apps like Tinder to find actual relationships, popular perception skews in a much more sensationalized direction.

No group falls victim to that melodramatic media coverage more than the gay community, who constantly catch flack for the use of Grindr and similar apps. The common refrain is that these applications encourage risky sexual behavior and exist only for easy, no-strings-attached gratification, but a new study may have people rethinking that narrow-minded assumption.

Garrett Prestage, associate professor of sociology at the University of New South Wales’ Kirby Institute, says 80% of gay men now find their boyfriends through apps and dating websites.

According to his research, published in AIDS and Behaviour and backed by the National Health and Medical Research Council and LaTrobe University, showed that only 14% of gay men met their partners online in 2001. Fourteen years later, things are drastically different.

Today, the numbers of gay men who meet long-term partners at bars, at sex-on-premises venues, and through friends have dropped dramatically, and the changing landscape of gay dating is forcing safer-sex campaigners to rethink their strategies and assumptions.

It's long been said that men who using dating sites or mobile apps are at a higher risk than men who do not, but Prestage casts doubt upon any studies that seem to confirm that theory. “This data show that this is faulty logic because most gay men meet partners this way… be that romantic or sexual,” he says. “If they’re comparing it with men who don’t use apps they’re comparing men who are sexually active with those who are not.”

Prestage adds that “the myth that an online hook up is only just about sex” could mean that health organisations using apps and websites for HIV prevention outreach could be falling short of their goals.

“A more sensible approach is simply to accept that men are more likely to meet via online methods these days and make sure that there are appropriate online interventions and information,” he argues.

A more effective tactic would be to target specific users based on what they're looking for, providing different messaging for men looking for relationships and men looking for casual sex. Ultimately, while apps can certainly help increase awareness around sexual health campaigns, they aren't a sufficient strategy for serious engagement.

Health organizations must adapt to the changing landscape of gay dating if they want to remain relevant and engaging.

Apple Watch sales have been through the roof since the product launched, and it is creating a media frenzy (as many of Apple’s product debuts do).

Not many dating apps can be downloaded for the Apple Watch, but Coffee Meets Bagel is one of the first. The company recently announced its launch on Apple’s wearable technology.

Coffee Meets Bagel is a dating app that works through your social media connections, finding matches in your Facebook network and introducing them to you one at a time. At noon every day, CMB presents users with one personalized match or “bagel” – then each user has 24 hours to decide to like or pass. If there’s a mutual like, they can chat over a safe and private line. However, messaging is not indefinite – users will have only a week to set up a date before the private chat line closes.

With Apple Watch, CMB works a little differently. This might signal a new wave of dating technology, since swiping left and right isn’t really an option with an Apple Watch. (Sorry, Tinder.) Instead, apps rely on more hands-free technology, such as voice-to-text functionality.

According to Dawoon Kang, co-founder of the dating app, the Apple Watch app will complement the existing mobile app by "enabling members to do everything more quickly and easily," not to mention hands-free. Apple Watch’s Glance feature allows members to check their daily matches at noon. The watch will display the match’s basic profile and photos – (likely not much information will be available on the small screen, however).

Instead of manually liking or passing, members can “like” or “pass” matches hands-free using the Apple Watch’s voice technology. If two users match, then they are connected and able to chat using voice-to-text technology.

This is good news for those looking for a Tinder alternative. But is wearable technology going to be a new platform for dating apps? Considering CMB works through voice technology (i.e., talking to your Apple Watch) – it might be a little intimidating to use when you’re out at a bar. Do you really want people around you to know that you’re liking or passing on a date, or to overhear your text conversation? Tinder is much more subtle, and no voices needed.

Still, that isn't stopping people from buying the new watch. No word yet on whether CMB's dating app will also be available for wearable Android products.