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Research Outline
Prepared for Kalen B. | Delivered November 11, 2019
Tinder - Consumer Perception
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Goals
To obtain insights into the consumer perception of dating apps, especially how they view Tinder in comparison to other dating apps such as Hinge, OkCupid, Match.com, and Bumble. This is to help inform a business pitch.
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Early Findings
YouGov, a global public opinion and data company, recently published a
report
on what Americans think of dating apps. According to the study, about
half (48%)
of those who have never used dating apps think it is dangerous. However,
42%
of those who have dating profiles believe it's an interesting space.
Furthermore, both users and non-users of dating services tend to agree that
dating services are shallow
. According to the study,
29%
of users and
28%
of non-users believe it is superficial.
Sixty-four percent
of Americans prefer to meet their romantic partner without using a dating app or website, while
57%
of those who use dating services agree. According to News Corp,
53%
of Millennials and
a quarter (25%)
of Baby Boomers stated that they would be embarrassed to admit they had met their partner digitally.
Tinder is currently the most popular dating service in the US with
8.2 million users.
Other notable players include PlentyOfFish (
6.7 million
), martch.com (
5.1 million
), OkCupid (
5.1 million
), Grindr (
1.9 million
), and Bumble (
1.4 million
). Tinder, PlentyOfFish, match.com, and OkCupid are all owned by Match Group.
According to a recent study, people who use Tinder compulsively tend to
feel lonelier
than they did in the first place, especially those with
low self-esteem
.
When it comes to user-preferred dating apps, it all comes down to
personal choice
and goal. Several people stated that they preferred Tinder to others due to its
originality
and the sheer
number of matchable prospects
. Whereas in the case of Bumble, women seem to appreciate the
power of choosing
whom they'd like to talk to even after they've been matched with such prospects.
PROPRIETARY DATABASE SEARCH RESULTS
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
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