Wonder

Research Outline

Prepared for Kalen B. | Delivered November 11, 2019

Dating Apps

Goals

Gain an understanding of how  the introduction of dating apps has changed consumer dating behaviors and expectations, in order to inform a new business pitch

Early Findings

 One source noted that those who used dating apps like Tinder tended to feel more optimistic about their dating life.
They also tended to have less fear of failure and rejection, as if they liked someone and weren’t liked back, they could move on to the next option. 
 It is also noted that dating apps increased the level of validation people seek from their dating life, as the notifications and game like aspect of online dating app spikes our dopamine, the reward chemical associated with social acceptance. 
Dating apps have also made consumers behave more efficiently around dating, favoring dating behaviors that require less time and effort. 
It is however noted that while dating apps have changed how people find partners, what they look for has not shifted, with people still seeking a combination of companionship and sexual satisfaction. 
It’s also noted that the underlying challenges of traditional dating still exist despite dating apps, such as loneliness, boredom, hope and disappointment
The anonymity of dating apps however may have created more opportunities for being rude or cruel, with less social accountability to be unkind than if one met via a mutual acquaintance. 
The time spent on apps also sometimes replaces time spent on in person dating, meaning there was a greater disconnect in the early stages of meeting romantic interests. 
Dating apps may also encourage people to choose partners based on superficial qualities and appearance.  