Match Group Aims to Diversify Their Apps by Embracing Both Hookups and Relationships

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Match Group is looking to differentiate their suite of dating apps acquired over the past few years, including star Tinder and relationship-focused app Hinge.

On a call with investors, Match Group CEO Mandy Ginsberg shared that the company is looking at better defining their brands, according to website Tech Crunch. This means that Match Group has decided to embrace the hook-up reputation of Tinder to attract younger users from 18-25, who aren’t necessarily looking for a long-term relationship.

Match Group will launch a new branding effort called “single lifestyle” with billboard campaigns and digital initiatives. It’s begun publishing content on the “Swipe Life” website with stories about travel and dating. Recent articles have included “7 Exit Strategies for Terrible Dates,” and “Study Abroad Hookup Confessions.”

Tinder Users Change Their Locations to Find an Olympic Athlete

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Tinder use at Olympics

Are you watching the Winter Olympics? Maybe you’ve fantasized about what it would be like to meet one of the athletes, especially because they are competing at peak physical fitness – what’s not to love?

Some Tinder users are taking it a step further and actually changing their locations to match with Olympic athletes.

Tinder users with a premium service such as Tinder Plus or Tinder Gold have the option to use the “Passport” feature, which allows them to change their location so they can swipe left and right on matches from any other city in the world. This feature was created for those who travel and want to connect with people in more than one place.

Feeld Launches New Augmented Reality Dating App Signal

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Signal will have augmented reality built in.

Augmented Reality is the future of dating, at least according to the folks at Feeld. The company whose original app was marketed to those interested in threesomes is betting their new app Signal will be revolutionary for the online dating market.

Signal will hit the market in the summer of 2018 according to Feeld. It works by giving members access to a secret location visible through the app, allowing them to meet people this way instead of endless matching and messaging.

The company notes that most dating apps operate in a way that is counterproductive to what people want. Instead of encouraging folks to meet in real life and leave the app, the apps have created a game-like stickiness. App users become addicted to swiping and being on the app rather than pursuing “real-life” relationships.

Tinder Study Shows Its Users are Looking to Commit

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Tinder Studies User Commitment

Tinder has a reputation as a hook-up app, but what about people who want to find lasting relationships? Should they look elsewhere, asking friends to set them up or striking up conversation at a bar instead of going online? How does Tinder really compare to people who meet the old-fashioned way – in real life?

A new study (commissioned and released by Tinder) shows that contrary to stereotypes, many people use Tinder with the intent of finding a relationship. And for those who prefer the real life approach, who proclaim it to be more genuine or organic, it seems this is not the reality, either.

Thanks to Tinder, we may now have a glimpse of what daters really want.

Security Remains a Big Issue for Dating App Users

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Dating App Security

Dating apps have provided a great way for people to connect, but along with the positives, the downside to dating apps still looms large - users aren't necessarily safe when they are meeting new people.

Dating app users can become easy targets for sexually predatory behavior. The question of security in online dating has once again entered the news headlines, thanks to the conviction of Stephen Port, a UK man who was accused and found guilty of killing four men he met through gay dating apps.

Port met his victims by catfishing them through various dating apps including Grindr, posting fake profiles and avoiding using any real details about himself, encouraging them to meet in person before drugging their drinks. 

The Tide is Turning on “Hook-Up” Dating Culture

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No Hookups!!!

According to The New York Times’ story last year on the current (and dismal) state of dating culture - dubbed the “Dating Apocalypse” - most Millennials using dating apps are just looking to hook up. In this feature story, we read several personal anecdotes from New York singles who were struggling with Tinder, ghosting, and meeting people who had a general lack of interest in serious relationships, which left us feeling like the world of online dating was scary and hopeless.

Turns out, this isn’t a very accurate portrayal of today’s dating culture.

A new study from one of the largest online dating services Plenty of Fish (POF) released a report this month based on over 800 survey respondents ages 18-33 (who also happen to be Millennials). These findings reveal that an overwhelming majority – 75% of Millennials to be exact – are looking for a serious relationship. This means, most are not looking for one-night stands, but real relationships.

In addition, another recent article in The New York Times flips this notion of hook-up culture on its head. Instead of taking Tinder to task for promoting hook-ups in dating, the reporter interviewed couples who had met on Tinder and later married, and even some couples who were expecting their first child after meeting over the notorious app. The conclusion is that Tinder is much more than a hook-up app, and yields successful matches for many members despite its reputation.

Tinder has been associated with hook-ups and the downfall of dating culture, but single people gravitate to it to meet people outside of their own social circles. It is the app with the largest user base, the app that most people have heard of, and because of its unique position, most people are willing to give it a try – simply because there are so many people using it.

The irony is, while some people are using it as a hook-up app, the majority of daters – including Millennials - are using it to seek out serious relationships. Despite the media claim that daters are stuck in a “casual dating” culture whether they like it or not, singles these days are still looking for good old-fashioned love. Dating apps are just a way of finding the right person, despite the superficial methods of swiping left or right based on a few photos.

Dating app culture might just be about convenience – we are always on our phones, and it’s easier to just swipe through photos rather than spending hours reading lengthy profiles. In fact, most of the long-standing dating sites have now launched apps that are more convenient and user-friendly, with photos front and center.

So the next time you are hesitant to try a dating app because you think that people are only looking for hook-ups, remember that 75% of the people you swipe through are looking for love, just like you. For more on the dating services mentioned you can read our POF review and our Tinder review.