What Dating Site Was Founded In 20?0

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What Dating Site Was Founded In 20?0
Tinder, Inc.
Founded2012; 9 years ago
HeadquartersWest Hollywood, Los Angeles, California, United States
Area servedGlobal
OwnerMatch Group
Founder(s)
CEORenate Nyborg[1]
IndustrySoftware
Employees750 [2]
URLwww.tinder.com
Tinder
Example of swiping within Tinder
Developer(s)Tinder, Inc.
Initial releaseSeptember 12, 2012; 9 years ago
Operating systemiOS, Android, Web
Available in56 [3] languages
  • Arabic
  • Afrikaans
  • Basque
  • Bengali
  • Bulgarian
  • Catalan
  • Croatian
  • Danish
  • Dutch
  • English
  • Estonian
  • Finnish
  • French
  • Georgian
  • German
  • Greek
  • Hindi
  • Hebrew
  • Hungarian
  • Indonesian
  • Italian
  • Japanese
  • Khmer
  • Korean
  • Latvin
  • Lithuanian
  • Macedonian
  • Malay
  • Polish
  • Portuguese
  • Romanian
  • Russian
  • Serbian
  • Simplified Chinese
  • Slovak
  • Spanish
  • Swedish
  • Tagalog
  • Tamil
  • Telugu
  • Thai
  • Traditional Chinese
  • Turkish
  • Ukrainian
  • Vietnamese
Websitetinder.com
A Tinder profile on iOS. By swiping left or right, users can indicate if they want to reject or like other users. When two users swipe right on each other there is a match. After matching, there's the option to communicate by text or videocall.

Tinder is an online dating and geosocial networking application. Users anonymously 'swipe right' to like or 'swipe left' to dislike other users' profiles, which include their photo, a short bio, and a list of their interests. Tinder uses a 'double opt-in' system where both users must have 'swiped right' to match before they can exchange messages.[4][5][6][7]

Sean Rad founded Tinder in 2012 at a hackathon held at the startup incubator Hatch Labs in West Hollywood.[8][9][10] By 2014, Tinder was registering about one billion daily 'swipes' and reported that users logged into the app on average 11 times a day.[11] In 2015, Tinder was the fifth highest-grossing mobile app,[12] and in 2019 it surpassed Netflix in annual spending.[13] In 2020, Tinder had 6.2 million subscribers and 75 million monthly active users.[14] As of 2021, Tinder has recorded more than 65 billion matches worldwide.[15]

History[edit]

The original prototype for Tinder, called ‘MatchBox’ was built during a hackathon in February 2012 by Sean Rad and engineer Joe Munoz. The hackathon was hosted by Hatch Labs, a NY-based startup incubator with a West Hollywood outpost. Realizing the name MatchBox was too similar to Match.com Rad, his co-founders, and early employees renamed the company to Tinder. The company’s flame-themed logo remained consistent throughout the rebranding.[16]

2012: Prototype and launch[edit]

In January 2012, Sean Rad was hired as General Manager of Cardify, a credit card loyalty app launched by Hatch Labs. During a hackathon in his first month, Rad presented the idea for a dating app called Matchbox. Rad and engineer Joe Munoz built the prototype for MatchBox and presented the 'double opt-in' dating app on February 16, 2012.[17][16]

In March, co-founder Jonathan Badeen (front-end operator and later Tinder's CSO), and Chris Gulczynski (designer and later Tinder's CCO) joined Cardify.[18][19][20][21]

In May, while Cardify was going through Apple's App Store approval process, the team focused on MatchBox. During the same period, Alexa Mateen (Justin's sister) and her friend, Whitney Wolfe Herd, were hired as Cardify sales reps.[16]

In August 2012, Cardify was abandoned, Matchbox was renamed Tinder, and co-founder Justin Mateen [22](marketer and later Tinder's CMO) joined the company.[16]

In September 2012, Tinder soft-launched in the App Store. It was then launched at several college campuses and started to quickly expand.[23]

2013: Swipe feature developed[edit]

In May 2013, Tinder ranked in the top 25 social networking sites according to app data. Tinder’s selection function, which was initially click-based, evolved into the company’s swipe feature. The feature was established when Rad and Badeen, interested in gamification - modeled the feature off a deck of cards. Badeen then streamlined the action following trial on a bathroom mirror.[24] Tinder has been credited, with popularizing the swipe feature many other companies now use.[25][26][27][28][29][30][31]

2014–2016: Growth[edit]

By October 2014, Tinder users completed over one billion swipes per day, producing about twelve million matches per day. By this time, Tinder's average user generally spent about 90 minutes a day on the app.[11]

Founder Sean Rad served as Tinder's CEO until March 2015, when he was replaced by former eBay and Microsoft executive Chris Payne. Rad returned as CEO in August 2015.[32]

In 2015 Tinder released its 'Rewind' function, its 'Super Like' function, and retired its Tinder “Moments” and “Last Active” feature.[33][34][35][36] In January 2015 Tinder acquired Chill, the developers of Tappy, a mobile messenger that uses 'images and ephemerality'.[37]

In 2016, Tinder was the most popular dating app in the United States, holding 25.6% market share of monthly users.[38] On the company's third quarter earnings call, Match Group’s CEO Greg Blatt described the popular dating app Tinder as a 'rocket' and the 'future of this business.'[39]

In September 2016, the company also initiated testing of its “Boost” functionality in Australia.[40] The feature went live for all users in October of that year.[41][42]

In October 2016, Tinder announced the opening of its first office in Silicon Valley in the hope of more effectively recruiting technical employees.[43]

In November 2016, Tinder introduced more options for gender selection.[44]

In December 2016, Greg Blatt, CEO and chairman of Tinder’s parent company, Match Group, took over as interim CEO of Tinder.[45] Sean Rad stepped down as CEO of Tinder, becoming Chairman of the company.

2017: Match merger with Tinder[edit]

Tinder had annual revenue of $403 million and accounted for 31% of Match Group’s 2017 annual revenue of $1.28 billion.[46] In the same year, Tinder surpassed Netflix as the highest grossing app on the app store.[47] Match Group’s market cap as of December 28, 2017 was $10.03 billion.[48]

In 2017, Tinder remained Match Group’s strongest earner within their portfolio.[49]

In March 2017, Tinder launched Tinder Online, a web-optimized version of the dating.[50] Initially, due to testing, it was only available in Argentina, Brazil, Colombia, Indonesia, Italy, Mexico, Philippines and Sweden and didn't include special features such as 'Super Likes' or 'Tinder Boost.'[51] Tinder Online launched globally in September 2017.[52] During the launch of the official web version, Tinder took legal action to shut down third-party apps providing a web extension to use the Tinder app from a desktop computer.[53]

In July, Match Group merged with Tinder, for approximately $3 billion.[54]

In August, Tinder Gold, a members-only service of exclusive features launched.[55] Tinder Gold became an instant hit, boosting Match Group’s total revenue by 19% compared to 2016.[56] This boost in revenue and profits came as Tinder’s paid member count rose by a record 476,000 to more than 2.5 million, driven by product changes and technology improvements.[57] The popularity of Tinder Gold led to a surge in Match Group shares and record high share prices. Greg Blatt, Match Group’s then-CEO, called Tinder’s performance “fantastic,” and stated that the company was driving most of Match Group’s growth in late 2017.[56]

Greg Blatt resigned from Match Group and Tinder in 2017 following allegations of sexual harassment.[58] He was replaced by Elie Seidman.

2018 - 2019[edit]

In 2018, Tinder had annual revenue of $805 million and accounted for 48% of Match Group’s 2018 annual revenue of $1.67 billion. Match Group’s market cap as of December 30, 2018 was $15.33 billion.[48]

On August 6, 2018, Tinder had over 3.7 million paid subscribers, up 81 percent over the same quarter in 2017.[59] On August 21, 2018, Tinder launched Tinder University, a feature that allows college students to connect with other students on their campus and at nearby schools.[60]

In 2019, Tinder had annual revenue of $1.152 billion and accounted for 58% of Match Group’s total 2019 annual revenue of $2.0 billion. Match Group’s market cap as of December 30, 2019 was $21.09 billion.[48]

On May 10, it was reported that Tinder was planning for a lighter version app called Tinder Lite aimed at growing markets where data usage, bandwidth and storage space are a concern.[61]

On August 6, Tinder had 5.2 million paying subscribers at the end of 2019's second quarter, up 1.5 million from the year-ago quarter and up 503,000 from the first quarter of 2019.[62] Tinder became the highest grossing non-gaming app, beating Netflix[63]. Tinder's subscriber growth led Match Group's shares to the best single-day gain in their history on August 7,[64] adding more than $5 billion to the company's market capitalization.[65]

What Dating Site Was Founded In 20?0

On September 12, Tinder relaunched Swipe Night, an interactive series where users make decisions following a storyline. Swipe Night had previously been launched in October 2019. It was slated to be launched internationally in March 2020, but it was postponed until September due to the COVID-19 pandemic. Swipe Night's international launch included multiple countries and languages.[66] The three major decisions made in each episode of the interactive series displays on the user's profile and can be used for matching potential.

2020[edit]

In 2020, Tinder had annual revenue of $1.355 billion and accounted for 58% of Match Group’s 2020 revenue of $2.34 billion. Match Group’s market cap as of December 23, 2020 was $40.45 billion.[48]

In January 2020, the Tinder administration enabled a panic button and anti-catfishing tech to improve the safety of US users. In the future, these features should become globally available. If something goes wrong on a date, a user can hit a panic button, transmit accurate location data, and call emergency services. To use this feature, users must download and install the Noonlight app.[67] Also, before going to a meeting, users are required to take selfies to prove their photos in Tinder profiles match their real identities.[68]

In response to the global COVID-19 pandemic, in March 2020, Tinder temporarily made its Passport feature available for free to all of its users worldwide. Previously this feature had been only accessible to users who had purchased a subscription.[69]

In August, Tinder revealed plans for their Platinum subscription plan, which gives additional value beyond Tinder's current subscription plan Gold.[70] The same month, Jim Lanzone took over as CEO.

On September 1, Tinder was banned in Pakistan in a crackdown on what the Pakistani government deemed 'immoral content'.[71][72][73][74]

On November 4, Tinder reported that it did better-than-expected for the third quarter's earnings, the app saw a growth of revenue and an increase in subscribers during the third quarter, even though it was in the middle of the pandemic. The app was able to grow by 15% more users since the third quarter of 2019 and received a 16% boost to subscribers — Tinder has 6.6 million subscribers globally, growing even more since June, when the company reported 6.2 million.[75]

2021 - Present[edit]

Match Group’s market cap as of October 14, 2021 was $44.59 billion.[48]

In February 2021, Tinder announced it would be launching a range of mobile accessories under the brand name Tinder Made.[76] The app reported that month an all-time high in users ready to 'go on a date' as opposed to virtual and online chats during the height of the pandemic in the United States. It gave away pairs of testing kits to some matches to encourage responsible behavior as users begin to meet in person again.[77]

In March 2021, Tinder announced a service that would let users run background checks on potential matches after an investment in Garbo, a company that 'collects public records and reports of violence or abuse, including arrests, convictions, restraining orders, harassment, and other violent crimes'.[78] Garbo does not publicize drug possession charges or traffic violations, citing disproportionate incarceration. This service comes with a fee that has not yet been disclosed to users.[49]

In August 2021, Tinder announced to introduce an ID Verification service available for users around the world, in order to tackle catfishing or duping someone into a relationship by using false pictures and information.[79]

In September 2021, Jim Lanzone announced that he was stepping down from his position of Chief Executive to pursue a new role with Yahoo.[80] This prompted Tinder to name Renate Nyborg as the CEO of Tinder. She is the company's first female CEO.[81]

Site

In December 2021, Nyborg announced that the company is working on creating a metaverse called Tinderverse, a shared virtual reality. The company is also testing an in-app currency users can earn as a reward for good behavior, allowing them to pay for the platform's premium services.[82]

Operation[edit]

After building a profile with a Facebook login or cell phone number, users can swipe yes (right) or no (left) to determine if they have a potential romantic match . Chatting on Tinder is only available between two users that have swiped right on one another's photos.[83][84] The selections a user makes are not known to other users unless two individuals swipe right on each other's profiles. However, once the user has matches on the app, they are able to send personal photos, called 'Tinder Moments', to all matches at once, allowing each match to like or not like the photos. The site also has verified profiles for public figures, so that celebrities and other public figures can verify they are who they are when using the app.[85][86]

The app is currently used in about 196 countries and is available in 56 languages.

Financials[edit]

Since merging with Tinder in July 2017, Match Group’s market capitalization has grown from $8.34 billion to $44.59 billion as of October 14, 2021.[48] In August 2021, Morgan Stanley valued Tinder's worth at $42 billion.[87][88] The valuation is based on a multiple of 40x EBITDA, similar to its counterpart Bumble.[87]

In March 2014, media and internet conglomerate IAC increased its majority stake in Tinder, a move that which is believed to have valued Tinder at several billion dollars.[26] In July 2015, Tinder was valued at $1.35 billion by Bank of America Merrill Lynch based upon an estimate of $27 per user on an estimated user base of 50 million with an additional bullish estimate of $3 billion by taking the average of the IPOs of similar companies. Analysts also estimated that Tinder had about half a million paid users within its userbase that consisted mostly of free users.[89] The monetization of the site has come through leaving the basic app free and then adding different in-app purchase options for additional functions.[27]

Paid subscriptions[edit]

In March 2015, Tinder released its paid service, Tinder Plus, a feature allowing unlimited matches, whereas the free Tinder app limits the number of right swipes in a 12-hour period. It has met with controversy over limiting the number of 'likes' a free user can give in a certain amount of time, as well as charging prices for different age groups.[90] The price of a Tinder Plus subscription was £14.99/US$19.99 per month for users over 28, while the service for a user 28 and under was £3.99/US$9.99 per month.[91][92]

In 2016, Tinder independently increased paying members by nearly 1 million, while Match Group's 44 other brands, added just 1.4 million.[39]

In June 2017, Tinder launched Tinder Gold, a members-only service that offers users Tinder’s most exclusive features: Passport, Rewind, Unlimited Likes, Likes You, five Super Likes per day, one Boost per month, and more profile controls. The price of a monthly membership started at $14.99 per month for users under 30 years old and $29.99 per month for users over 30 years old.[93]

As of December 2020, Tinder had 6.6 million paid users.[94] According to a Match Group SEC filing, the growth in international and North America average subscribers was primarily driven by Tinder.[95]

Users[edit]

Tinder is used widely throughout the world and is available in 190 countries and 56 languages.[96] As of September 2021, an estimated 75 million people used the app every month. In late 2014, Tinder users averaged 12 million matches per day. However, to get to those 12 million matches, users collectively made around 1 billion swipes per day. Tinder now limits users’ number of available swipes per 12 hours based on an algorithm to make sure users were actually looking at profiles and not just spamming the app to rack up random matches.[97] The minimum age to sign up and use Tinder was 18. As of June 2016, Tinder is no longer usable by anyone under 18. If minors were found being under 18, they were banned from using Tinder until they are 18.[98][99] As of April 2015, Tinder users swiped through 1.6 billion Tinder profiles and made more than 26 million matches per day.[100] More than 558 billion matches have been made since Tinder launched in 2012.[101]

Features[edit]

  • Swipe is central to Tinder's design. The app's algorithm provides users, swipe right to 'like' potential matches and swipe left to continue on their search from the compatible matches.[102]
  • Messaging is also a heavily utilized feature. Once a user matches with another user, they're able to exchange text messages on the app.[103]
  • Face to Face is Tinder's video chat feature that allows users who have matched to see each other virtually. It was implemented in July 2020.[104]
  • Instagram integration lets users view other users' Instagram profiles.[105]
  • Common Connections allows users to see whether they share a mutual Facebook friend with a match (a first-degree connection on Tinder) or when a user and their match have two separate friends who happen to be friends with each other (considered second-degree on Tinder).[105][106]
  • Tinder Gold, introduced worldwide in August 2017, is a premium subscription feature that allows the user to see those who have already liked them before swiping.[107]
  • Panic button was introduced in the US in January 2020. The feature provides emergency assistance, location tracking, and photo verification.[108]
  • Traveler alert was introduced in 2019 to alert Tinder users of the LGBTQ+ community of possible penalization they are subject to when they travel to a country or geographical location that does not allow such interaction. This feature automatically hides users' profiles in countries that prohibit same-sex relationships, then allowing the user to decide if they prefer to stay hidden or not.[109]
  • Plus One was announced by Tinder in October 2021 as a way for users to connect with each other on the Explore page to arrange a date for weddings. Users are able to signify if they are looking for, or are willing to be a wedding date.[110]

Advertising[edit]

An ad campaign launched by 'The Barn' internship program of Bartle Bogle Hegarty (BBH) used Tinder profiles to promote their NYC Puppy Rescue Project.[111] Using Facebook pet profiles, BBH was able to add them to the Tinder network. The campaign received media coverage from Slate, Inc., The Huffington Post, and others.[112] In April 2015, Tinder revealed their first sponsored ad promoting Budweiser's next #Whatever, USA campaign.[113]

On December 11, Tinder announced their partnership with popular artist Megan Thee Stallion for the Put Yourself Out There Challenge, giving $10,000 to users who made unique profiles.[114]

Lawsuits[edit]

On June 30, 2014, former vice president of marketing, Whitney Wolfe, filed a sexual harassment and sex discrimination suit in Los Angeles County Superior Court against IAC-owned Match Group, the parent company of Tinder. The lawsuit alleged that Rad and Mateen had engaged in discrimination, sexual harassment, and retaliation against her, while Tinder's corporate supervisor, IAC's Sam Yagan, did nothing.[115] IAC suspended CMO Mateen from his position pending an ongoing investigation, and stated that it 'acknowledges that Mateen sent private messages containing 'inappropriate content, but it believes Mateen, Rad and the company are innocent of the allegations'.[116] The suit was settled with no admission of wrongdoing, and Wolfe reportedly received over $1 million from the settlement.[19][117]

In March, 2018 Match Group sued Bumble, arguing that the dating app was guilty of patent infringement and of stealing trade secrets from Tinder.[118] In June 2020, an undisclosed settlement was reached between Match Group and Bumble to settle all litigations.[119]

In December 2018, The Verge reported that Tinder had dismissed Rosette Pambakian, the company's vice president of marketing and communication. Pambakian alleged former Match Group and IAC CEO Greg Blatt, sexually assaulted her in a hotel room following a company party in December 2016. She further accuses the company of firing her when she reported the incident.[120][121]

In September 2019, the Federal Trade Commission sued Tinder's parent company, The Match Group, for knowingly using and/or creating fake users to bait men into paying for subscriptions. The claim includes romance scams, phishing scams, fraudulent advertising, and extortion scams. The suit claims that The Match Group indirectly profited from these scams at the consumers' expense.[122]

In August 2018, co-founders of Tinder (Sean Rad and Justin Mateen) and eight other former and current executives of the popular dating app filed a lawsuit against Match Group and IAC, alleging that they manipulated the 2017 valuation of the company to deny them of billions of dollars they were owed.[123] The suit charges that executives of Match Group and IAC deliberately manipulated the data given to the banks, overestimating expenses and underestimating potential revenue growth, in order to keep the 2017 valuation artificially low. Tinder's 2017 valuation was set at $3 billion, unchanged from a valuation that had been done two years earlier, despite rapid growth in revenue and subscribers.[123] The plaintiffs seek upwards of $2 billion in damages. The trial is scheduled to begin on November 8, 2021.[124]

Criticism[edit]

Privacy concerns[edit]

There are also cybersecurity, data privacy, and public health concerns about Tinder. Public health officials in Rhode Island and Utah have claimed that Tinder and similar apps are responsible for an uptick of some STDs.[125] In February 2014, security researchers in New York found a flaw which made it possible to find users' precise locations for between 40 and 165 days. Tinder's spokesperson, Rosette Pambakian, said the issue was resolved within 48 hours. Tinder CEO Sean Rad said in a statement that shortly after being contacted, Tinder implemented specific measures to enhance location security and further obscure location data.[126]

In August 2016, two engineers found another flaw that showed all users' matches' exact location. The location was updated every time a user logged into the app and it worked even for blocked matches. The issue was detected in March 2016, but it was not fixed until August 2016.[127] In July 2017, a study published in Advances in Intelligent Systems and Computing found that Tinder users are excessively willing to disclose their personally identifiable information.[128] In September 2017, The Guardian published an article by a journalist who requested all data that the Tinder app had recorded about her from the company and found that Tinder stores all user messages, user locations and times, the characteristics of other users who interest a particular user, the characteristics of particular users of interest to other users, and the length of time users spend looking at particular pictures, which for the journalist amounted to 800 pages of detail.[129]

Safety[edit]

In 2021, the organization partnered with and invested in Garbo, a non-profit background check company. The partnership was intended to add a feature enabling users to run background checks on their matches. Critics believed the integration of background check software discriminates against one-third of the adult working population in the US who have criminal records. Another issue that critics raised was the unreliability of background checks since they disproportionately impact people from Black and other ethnic minorities. A Prison Policy Initiative spokesperson claimed that because the US applies laws unequally, introducing criminal background checks to dating apps would filter out marginalized groups of people. Moreover, public records and court documents often contain erroneous or outdated information.[130] Garbo does not advertise drug possession charges or traffic violations in attempt to combat further marginalization.[131]

Reception[edit]

Reviews[edit]

The New York Times wrote that the wide use of Tinder could be attributed not to what Tinder was doing right but to flaws in the models of earlier dating software, which relied on mathematical algorithms to select potential partners. Relationship experts interviewed by the newspaper stated that users used the photographs that come in succession on the app to derive cues as to social status, confidence levels, and personal interests.[11]Marie Claire wrote that the app was 'easy to use on the run,' 'natural,' and 'addictive' due to the game-style of Tinder, but that '... it's hard to focus,' and Tinder 'is still very casual sex-focused--many are only on Tinder for a quick hook-up, so if it's a serious relationship you're after this app might not be for you.'[132]

In September 2020, Pakistan announced that it would ban five dating apps, including Tinder; this is because Pakistan's government believes that apps are providing immoral/indecent content to users who do not comply with their local laws.[133]

In popular culture[edit]

Family Guy (season 15) Episode 'The Dating Game' parodies the app.[citation needed]

Easy (season 1) Episode 'Utopia' involves a married couple who discover Tinder and uses it for a threesome.[134]

Jane The Virgin (season 2) In 'Chapter Thirty-Two' Jane wishes to start dating again, and uses a dating app called 'Cynder' which is the shows' spinoff of Tinder.[135]

Sideswiped (TV series) In the TV series Sideswiped a woman finds herself single on her 35th birthday, and decides to go on dates with all 252 of her Tinder matches.[136]

Maid (miniseries) Episode 'Cashmere' Alex invites a Tinder match over to the house she is cleaning on Thanksgiving.[137]

Natasha Aponte incident[edit]

In August 2018, Natasha Aponte made headlines after conning dozens of men she had matched with on Tinder to meet her in Union Square, Manhattan at 6pm for a 'Live Tinder' dating competition.[138][139][140][141] According to some, they received an unsolicited message from Aponte – inviting them to meet her. Upon arrival, the men discovered that they had been conned into competing for Aponte, who explained that 'she was over dating apps and wanted instead for her suitors to participate in a competition.'[138][139][140] The stunt was intended to point out the superficiality of online dating apps like Tinder which function on a 'hot or not' ideology. Producer Ron Bliss told CBS News that 'there's a lot of issues related to the online dating, it's sexist, ableist ... there's a lot of problems.'[142]

User behavior[edit]

Men use dating apps and websites at a higher frequency than women do—measured by frequency of use and number of users both.[143] The first study on swiping strategies, conducted by Queen Mary University in London, reveals that 'men tend to like a large proportion of the women they view but receive only a tiny fraction of matches in return—just 0.6 percent'.[144] On the contrary, women are much more selective about who they swipe for, but match at a 10% higher rate than males do. The study then went on to analyze the difference in responsivity between males and females—finding that women are more engaged and take longer to craft a response, while men usually send shorter messages, averaging 12 characters in length.[144]

According to University of Texas at Austin psychologist David Buss, 'Apps like Tinder and OkCupid give people the impression that there are thousands or millions of potential mates out there. One dimension of this is the impact it has on men's psychology. When there is ... a perceived surplus of women, the whole mating system tends to shift towards short-term dating,'[30] and there is a feeling of disconnect when choosing future partners.[145] In addition, an article written for The Atlantic suggested that the appearance of an abundance of potential partners causes online daters to be less likely to choose a partner and be less satisfied with their choices of partners.[146][147]

In a 2018 article written for The Atlantic, it is mentioned that data released by Tinder itself in 2018 has shown that of the 1.6 billion swipes it records per day, only 26 million results in matches (a match rate of approximately only 1.63%) [147] Also, a Tinder user interviewed anonymously in an article published in the December 2018 issue of The Atlantic estimated that only one in 10 of their matches actually resulted in an exchange of messages with the other user they were matched with, with another anonymous Tinder user saying, 'Getting right-swiped is a good ego boost even if I have no intention of meeting someone,' leading The Atlantic article author to conclude 'Unless you are exceptionally good-looking, the thing online dating may be best at is sucking up large amounts of time.'[147]

In August 2015, journalist Nancy Jo Sales wrote in Vanity Fair that Tinder operates within a culture of users seeking sex without relationships.[30] In 2017, the Department of Communications Studies at Texas Tech University conducted a study to see how infidelity was connected to the Tinder app. The experiment was conducted on 550 students from an unnamed university in the Southwestern United States. The students first provided their demographic information and then answered questions regarding Tinder's link to infidelity. The results showed that more than half reported having seen somebody on Tinder who they knew was in an exclusive relationship (63.9%). 73.1% of participants reported that they knew male friends who used Tinder while in a relationship, and 56.1% reported that they had female friends who used Tinder while in a relationship.[148] Psychologists Douglas T. Kenrick, Sara E. Gutierres, Laurie L. Goldberg, Steven Neuberg, Kristin L. Zierk, and Jacquelyn M. Krones have demonstrated experimentally that following exposure to photographs or stories about desirable potential mates, human subjects decrease their ratings of commitment to their current partners.[149][150]David Buss has estimated that approximately 30 percent of the men on Tinder are married.[151]

Before 2012, most online dating services matched people according to their autobiographical information, such as interests, hobbies, future plans, among other things. But the advent of Tinder that year meant that first impressions could play a crucial role. For social scientists studying human courtship behavior, Tinder offers a much simpler environment than its predecessors. In 2016, Gareth Tyson of the Queen Mary University of London and his colleagues published a paper analyzing the behavior of Tinder users in New York City and London. In order to minimize the number of variables, they created profiles of white heterosexual people only. For each sex, there were three accounts using stock photographs, two with actual photographs of volunteers, one with no photos whatsoever, and one that was apparently deactivated. The researchers pointedly only used pictures of people of average physical attractiveness. Tyson and his team wrote an algorithm that collected all the matches' biographical information, liked them all, and then counted the number of returning likes.[152]

They found that men and women employed drastically different mating strategies. Men liked a large proportion of the profiles they viewed, but received returning likes only 0.6% of the time; women were much more selective but received matches 10% of the time. Men received matches at a much slower rate than women. Once they received a match, women were far more likely than men to send a message, 21% compared to 7%, but they took more time before doing so. Tyson and his team found that for the first two-thirds of messages from each sex, women sent them within 18 minutes of receiving a match compared to five minutes for men. Men's first messages had an average of a dozen characters and were typical simple greetings; by contrast, initial messages by women averaged 122 characters.[152]

Tyson and his collaborators found that the male profiles that had three profile pictures received 238 matches while the male profiles with only one profile picture received only 44 matches (or approximately a 5 to 1 ratio). Additionally, male profiles that had a biography received 69 matches while those without it received only 16 matches (or approximately a 4 to 1 ratio). By sending out questionnaires to frequent Tinder users, the researchers discovered that the reason why men tended to like a large proportion of the women they saw was to increase their chances of getting a match. This led to a feedback loop in which men liked more and more of the profiles they saw while women could afford to be even more selective in liking profiles because of a greater probability of a match. The feedback loop's mathematical limit occurs when men like all profiles they see while women find a match whenever they like a profile. It was not known whether some evolutionarily stable strategy has emerged, nor has Tinder revealed such information.[152]

Tyson and his team found that even though the men-to-women ratio of their data set was approximately one, the male profiles received 8,248 matches in total while the female profiles received only 532 matches in total because the vast majority of the matches for both the male and female profiles came from male profiles (with 86 percent of the matches for the male profiles alone coming from other male profiles), leading the researchers to conclude that homosexual men were 'far more active in liking than heterosexual women.' On the other hand, the deactivated male account received all of its matches from women. The researchers were not sure why this happened.[152]

See also[edit]

  • Stable marriage problem and the Gale–Shapley algorithm

References[edit]

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Dating can sometimes be a troublesome area of our lives. For something that should give us great joy, dating can be a perilous journey for many until we find the one. In the past, some people have found it difficult to meet someone using traditional routes. More and more, therefore, we are using online dating sites and apps to further our romantic lives and our success there.

But has the huge growth in online dating sites and apps actually helped us be more successful in our love lives? How many of us who have ever used a dating site as a way to meet someone, have met someone that we have started a serious relationship with? Has the increased usage of dating sites and apps simply improved the quantity we date as opposed to the quality?

Here in this article, we look at online dating statistics and what users say about their success with using online date sites to help their love lives.

We investigate what online daters say about any relationship that they have started online. We ask if they say they have ever found true love and whether they like someone seriously through the use of online dating sites and apps.

Contents

  • 2 Online Dating Demographics in the US

Online Dating Statistics By Year

It goes without saying that the use of dating sites or apps has increased and that there are more and more online dating users looking to start a relationship with men or women around the world.

Below, we look at the exact number of online dating users in the US between 2017 and the projected usage up to 2024. While the rate of growth slows down, we can see that over 7 years, from 2017, there are going to be an extra 10 million people using online dating platforms as a way to meet someone.

That’s a huge increase. That’s just under a 50% increase in under a decade - and that’s without knowing what the technology will be like in 2024 too. If you consider that apps like Tinder were established less than 10 years ago, who knows how we will use a dating site or app 4-5 years in the future.

More and more dating sites or apps will use our online information to target us so that we make more efficient use of the online dating experience. That’s not to mention that more and more dating sites and apps will be established that fill more and more holes in the market. People are increasingly more open about their sexual orientation and sexual preferences. This gives dating sites and apps more scope to focus on specific sections of the population.

Online Dating Demographics in the US

So what are the sections of the population that have used a dating site or app? It perhaps goes without saying that more and more people have online dated, but who are the biggest users exactly? And more importantly, what percentage of those have ever married or been in a committed relationship with someone they met on a dating site or app?

In the below graph, we see that just under a third of the US population have ever used a dating site or app. That’s a huge section of our society that makes use of the internet to find someone to start a relationship with. Plus, over 10% of the population have met their other half online. While that doesn’t sound like a huge amount, if you consider that every 10th person you meet has had a successful online dating experience, that’s a lot.

The types of people that use online dating platforms also produce a lot of interesting online dating statistics too. While the race of those using online dating users is broadly equal, as well as the usage by gender being about equal, the LGB community is the far more prevalent online dating users. Interestingly, it is this section of the population that has the greatest number of successful relationships, too, when it comes to meeting someone online. Over 20% of their relationships that began through an online dating site or app went on to end in marriage or at least become a committed long term relationship.

Another way to categorize online daters is to see what age range they fall into. The biggest users in that respect, by far, are those in their twenties. Almost half of those that have ever used a dating site fall into this bracket. And almost 20% of them have found themselves in a committed relationship as a result or even marriage.

By Gender

Even a different study by YouGov confirms the differences between men and women when it comes to using online dating sites. While the figures are not exactly the same as those found above, YouGov found that almost 40 percent of all men have used online dating as a way to find a partner online.

Conversely, that is in the face of 70% of women saying that they have never used a dating site. Female users and online daters, according to YouGov, only make up 27% of the population.

By Region/Location

Breaking down online daters and online website users into where they come from in the USA also generates some enlightening online dating statistics.

There are some apps that are used by perhaps predictably larger amounts of the population in certain regions simply down to the natural makeup of the public - like 69.7% of all the users of Black People Meet being from the South, or 50.7% of all users of Coffee Meets Bagel being from the West.

However, eHarmony sees most of its users, at 58.4%, coming from the South and only 10.1% of them coming from the Midwest. That is a huge proportion of their users that come from just one area.

By Age

As briefly alluded to from our first graph, the younger generations seem to be the main users of online dating sites and apps. According to YouGov, it is almost half of the population of 18-34-year-olds in the US that say they have ever used a dating site or app. However, that is in stark comparison to 81% of all the people aged over 55 who say they have never used a dating website.

By Sexual Orientation

By far the biggest stand out dating statistics studies, that see who has ever used a dating website, highlights that the huge section of society that have logged onto a dating site or app are members of the LGB community. In one of our first graphs above, we can see that 55% of all people who say they have ever used a dating site or app are not straight. This could be because it still remains easier to find other members of the LGB community online, so this could be set to change with more and more people far more open about their sexuality.

Platforms Used In Online Dating

So now we know what type of people have used online dating platforms, what online dating statistics are generated if we look at what platforms are the most popular? While some online dating statistics vary in some findings, there is a particular area that seems to stand out across any study. The resounding answer is that Tinder seems to be the most used by far. According to Survey Monkey, over a quarter of all online daters, use Tinder as their app of choice.

Tinder statistics are perhaps not surprising - it is so well known and the ease of use within the app is undoubtedly a reason why it has been so successful. Other well-used sites are Bumble, Plenty of Fish and OKCupid.

What Online Daters Look For First In The Profile

Sadly there are no hard statistics that will prove what online daters look for first in the profile of either female users or male users. All men and women will typically look for something different in many online profiles. However, if you use online dating as a way to meet men or women for romantic purposes, there are a number of things that can improve your chances of striking up a connection with someone.

Firstly, it can be a great idea to ask your friends for help. This is something that statistics won’t often show, but friends will know you really well and suggest ways to put your best characteristics forward. These could well be traits that you would have otherwise overlooked. Also, they’ll help you avoid any cliches that can work against you in a profile. Cliches often have the effect on making people roll their eyes when they read many online dating profiles.

It’s also a good idea to remain as honest as possible but also using a really positive and optimistic tone. Statistics do show that people in general - if they use online dating or not - are all drawn to those that tend to be happier. There seem to be no statistics that prove which interests or hobbies larger sections of the population are drawn to over others.

Finally, in terms of photos, again there are no hard statistics that have an overriding direction on what we should all use online dating profile dating-wise. Presumably, this is because it points towards how we all have highly diverging wants and needs in a partner. With honesty in mind, it is better in the long run to use an up-to-date photo. Some statistics say that action shots get the most hits but some statistics argue that photographic portraits are the best for use online.

Intent When Dating Online

It is all very well looking at online dating statistics in terms of demographics, but before users decide whether dating sites or apps will be useful for their purposes, they need to know what other users intend when they sign up to online dating platforms.

So what are the reasons people use online dating? Is it really to find a lifetime partner? Or is it more often than not only ever used to find a sexual partner? Kaspersky did some work on generating online dating statistics behind why both male users and female users sign up to online dating sites. Some of their findings were quite surprising.

While the majority of people did admit that they have used a dating site simply for fun, a large proportion of people use them to find friends, too. The next largest reason is perhaps an intention that sits somewhere in between finding friends and just having a good time - around a quarter of all users or online daters users say they sign up to sites or apps to have a good time with an interesting person.

There are, of course, people who use it with the more commonly believed stereotypical intentions in mind. Almost 20% of the men asked say they use online dating for sex, while only 5% of women admit that this is what they have ever used online dating sites for. However, in terms of people using online dating sites or apps to find a serious relationship or marriage partner, men still were the biggest group to admit to using them for this intention.

For example, 20% of all male users admitted they online dated to find a partner, while 12% said they used it for marriage. With respect to female users and women, 17% of this demographic admitted to using online dating sites or apps for a serious relationship and 10% for marriage. This is perhaps surprising - many people would imagine that it is women who used online dating as a means to find a committed partner.

Is Online Dating Safe?

Dating online in the main remains safe. If you use online dating as a way to meet other female users or other male users, you will be totally secure as long as you follow a few recommendations to maintain your safety at all times. These measures protect two parts of your life - both physically if you ever meet someone you have contacted online and also your online data. Both are crucial to keep secure so that you do not fall victim to any crimes.

With respect to your online data, it is imperative that you secure your networks and your devices. This means using strong passwords and password management systems to ensure that your devices cannot be hacked into. Secondly, ensure that you are always using a secure network.

If you are in your home, protect your own network by using a password - again with the help of a password management system - and if you are out, ensure that you either do not divulge any passwords over the network you're using or any sensitive data. This means you never tell the people you are contacting your address, your bank account details or any other unique identifiers that can work towards a picture that helps an online criminal commit identity theft.

Secondly, ensure you do not become part of another horrible set of statistics as a person that has an ill-fated meeting with a person they have met online. Both men and women are both capable of falling victim to someone who says they are someone they are not. There are some men and women out there that use online dating sites to meet others with wrongful intentions. To ensure that you protect yourself against these men or women when you use online dating, try to meet them in public places up until you are sure they are safe. Always tell others where you are going and who you are meeting too so that they know your movements in advance. All these things will work towards maintaining your safety at all times.

Other Concerns On Online Dating

With the rise of internet dating, there has also been a rise in how people abuse the system of online dating sites and apps. As such there are, quite rightly, a number of concerns the public has when they are dating online and meeting other men and women through the use of the internet.

What

In fact, 63% of all online daters say that they worry about their handset or computer being infected by a hacker’s virus, malware or spyware. The implications of this are large and can have a material impact on a user's life if hackers do in fact manage to get their illegal software installed on users' handsets and networks. Additionally, 61% of all online daters say that they are scared of their data being stolen from their chosen dating site or app in a data breach. Many more concerns continue along the same vein with a similar portion of all users admitting their worry.

Additionally, there are some other more physical worries and concerns that users say prey on their minds. Some male users and female users of a dating site or app say that they worry about meeting up with someone in real life who is not who they say they are. From there, users either are anxious that at best the person they eventually meet has simply lied about their physical appearance or worse that they are a criminal seeking out vulnerable people to attack in either a physical or psychological way.

Yet of all the concerns that users were questioned about, less than half of them admitted that they worry about the fear of rejection.

How Long Does It Take Before People Start Giving Out Personal Information?

Given all the pitfalls that can happen from being too relaxed about giving out your personal information over a dating site or app, many people do try to hold back on what they say about themselves. This can be counter-productive, however, when you are trying to meet someone online, so how long does it take before online daters start giving out personal information.

The general statistics from Kaspersky found that there was broadly a fairly balanced approach to how long divulging details take. For some, it takes more than several months, yet for others, it takes just minutes or hours. More specifically, 19% of both female users and male users that have ever used a dating site or app say that it takes more than several months for them to give out information. Breaking down these online statistics further, a quarter of all female users take more than several months to give out information.

Yet 13% of the same group of online daters say that they have given out some sensitive information in just minutes. Within that group, it is the male users who are more likely to give out information, with 16% of them admitting to telling someone important information about themselves quickly.

How Many People Lie On Their Profile?

Arguably, a big bugbear about the statistics behind online dating is the lying that takes place on someone’s profile. But in this day and age, where we all use online dating far more and it is so much more accepted by our culture, how many users lie on their profile?

Looking at the statistics, the biggest proportion of users that lie on their profile tend to be those in their late 30s to mid-40s. Of that group, the ones most likely to lie are male. They say that they do this for fun, though it is not clear what they lie about to get their kicks from.

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Other interesting statistics are that younger women or men, in the 16 -24 age group are likely to lie on their profile to protect themselves. It is female users in this group particularly that are most prone to do this.

Finally, one very interesting set of online statistics comes from those that want to use online dating as a way to meet people, but they lie as they are afraid that they will be recognized by others that they know already. Given the growing acceptance of online dating and the increased usage and success that it breeds in relationships, it is a little surprising that 15% of male and female users asked in the Kaspersky dating online statistics study, claim that they lie so they are not spotted by friends. Plus, broadly speaking, this is a reason that is common across all age groups and both genders. Younger women are just as likely as older men to lie on their profile to stop themselves from being recognized by friends or acquaintances.

How Many Get Replied To?

Finding out the statistics behind how many messages or online dating profiles get responded to is a tricky business because online dating websites don’t want to inadvertently promote the failure rate of their sites. While they can be very successful, a lot of people still have to go through a lot of rejections or radio silence from people they message.

Bearing this lack of statistics in mind, it is good to take a more qualitative approach to improve your hit rate if you are struggling to make a match. Ensure that you are actually messaging people that say they are into someone with your character or physical traits. If you message someone who has specifically said that they want their prospective men or women partners to be a certain age or height, then you can’t expect to have a reply from them if you are not within these parameters.

It is, therefore, recommended that if you use online dating, wherever you are in the world to be as honest as possible. If you like someone, you would be crushed to find out that they were not who they say they were after you continued to contact them. You, therefore, need to have a similar approach to the men and women you contact when you use online dating as a means to meet people. That respect for their wants will go a long way.

Negative Interactions On Online Dating

There are a couple of categories of downsides to online dating. The obvious is that the relationship started after using an online dating site is not what they wanted it to be. By far, women are the biggest of the online dating statistics that have found themselves to be on the receiving end of negative behavior, like being contacted continually after asking not to be.

According to the statistics, some have even been subjected to being sent sexually explicit texts or images when they were not asked for. Sadly, a large portion has been called offensive names and just over 10% have been threatened physically.

That is not to say that only female online daters say they have experienced this type of behavior. A large percentage of male users found in our statistics say that they have been subjected to the same sorts of actions from the users they have interacted with.

While this seems to be a huge downside to online dating, it is possible to argue that this would happen in the realms of dating that started in more traditional routes too. Bearing that in mind, it is important to also be aware of a downside to online dating that cannot occur when meeting potential partners in more traditional ways.

Being the victim of identity theft is a huge problem with online dating, and online dating statistics have shown that the technical or data leak problems that have come about due to the use of online dating are substantial.

For example, 12% of people who don’t use online dating have been infected with a virus online or with malware. This increases to a massive 29% when someone has continued to contact dates through an online dating site or app. These statistics are quite stark.

Another large increase can be seen when users are asked to share private or sensitive details. 13% of people who have online dated share such details, while only 3% who have never used a dating site have suffered the same mishap.

Downsides Of Online Dating

There are a number of downsides to the use of online dating - a few of which we have mentioned here already which a number of statistics and studies have emphasized. One of the biggest downsides is when you meet someone who has different intentions to you for the results they want to see from using dating websites and apps. This can mean that you may want to meet men or women that want just sex after they contact a person they have met online, while you were actually signing up to a site's service to start relationships.

Other downsides include meeting someone who is not who they say they are. This lying can have small or large ramifications. It could be that the men or women you have been messaging are simply lying about their height or true hair color. However, it could also be that the men or women you are messaging are wrongful intentions behind meeting others online. They may be using websites as a means to find their victims for their sex crimes or other physical abuse, or they may be trying to meet others who are vulnerable so that their financial status can be taken advantage of.

Finally, sadly the statistics show that being a victim of online crime is also a possibility when you use online dating as a means to meet other men or women. The reason being is that you are more likely to divulge sensitive information to a person you believe you can trust. Online criminals around the world sometimes use online dating websites as a way to build up that trust with naive members of the public. Their tactics can be very underhand and sophisticated so that some do not even notice that they are providing the person at the other end of the internet connection with sensitive data.

Plus many statistics show that too many of us are guilty of not using strict or stringent enough security measures while we are online. This means protecting our devices with passwords and ensuring that our accounts in whatever apps or dating websites we use are protected with strong passwords too. Importantly these passwords all need to be different and it also helps if we all use antivirus software to protect against any infections that hackers may spread through dating websites or apps.

Success Rate In Online Dating (Ended Up Together)

Many members of the public who are considering online dating will be interested in the statistics of the success rate in online dating. In a study conducted by Statista, it was found that 17% of online daters have ended up in a long term relationship after meeting someone online. Additionally, it was found that almost a third of all asked knew someone who had met their partner online.

However, 40% of those asked in this statistics study asked said that they did not know anyone who had successfully met a partner through a dating site or app. Realistically, this means that this is fairly evenly balanced or distributed in the investigation’s findings. While potential online daters may have wanted better-looking statistics, it may be a good idea to bear in mind what the answers would have been if the question had asked if people knew any men or women who had ended up in a long term relationship established via more traditional means. It is important to bear in mind that not every couple stands the test of time when they meet in a bar, through friends or at college.

Do The Compatibility Algorithms Work?

It is hard to answer whether compatibility algorithms really work as there are too many variables to create a scenario where there is a fair test involved. The reality of the situation behind online dating is that, as it increases your chances of dating at all, you are more likely to hook up with someone - arguably that could be the algorithm working or simply your increased dating that has helped.

How Do People Protect Themselves When Dating Online?

Perhaps one of the less thought about online dating statistics is how to stay safe while dating online. Yet, it is incredibly important for us all to do this so that when we meet someone, we know we are going to meet someone who has been telling us the truth. While some people may tell the odd white lie about their height or other parts of their appearance, some people lie about their true intentions of being on a dating site in the first place. Their intentions may not be honorable, and it is those users that you have to protect yourself against.

To ensure that they stay safe online, there are a number of practices that both male users and female users can and do use. A large portion of men and women search their potential partner’s name online as well as looking at their social media profiles to ensure they are who they say they are. Worryingly, however, almost a quarter of all users do nothing at all to ensure that they are safe when they use online dating.

The above actions tend to be ones that you can carry out when you have met a match online. However, if you have ever used a dating site, there are a number of things you can do to maintain your online security too. This means that you do not leave yourself vulnerable to being the victim of online fraud by hackers or online criminals that take advantage of learning about sensitive information through dating profiles.

Bearing this in mind, over a third of all users, employ the use of strong passwords while online and about a third also share very limited information over an internet connection. Ensuring that antivirus software is installed on their handheld devices and computers is also a popular option as well as making sure that apps do not have full access to contacts and social media accounts. This is so that online criminals cannot get access to your sensitive information over an internet connection and get hold of your sensitive data to help them commit identity theft.

Dating VS Online Dating

Ultimately, a lot of us who are tempted to start online dating don’t sign up as we are unsure as to whether it is successful. eHarmony, one of the first online dating sites, conducted studies to find out where couples meet.

They found that a fifth of all couples now meet through online dating. While the majority of couples meet through a friend given that over half of all relationships start in this way, it is still a large portion of all relationships that start due to an online dating experience.

Why Do People Prefer Online Dating?

There are many reasons that people prefer online dating than relying on friends to set them up with a potential partner or simply meeting in a bar or club. Many users say that many online websites and apps simply connect them with other single people in a far more efficient process than leaving it to find a mate down more traditional routes.

It possibly can improve the chances of success too. This is thanks to more and more niche sites and apps connecting more like-minded people and finding more like-minded people too. While meetings through friends can increase your chances of meeting people like you, a website can do this in a far quicker and more efficient way. It has huge databases of potential partners that have already admitted to having similar likes to yours.

Do You Save By Dating Online?

Arguably, there are two elements of your life where you will save by using websites to meet others for relationships. You can save time and money by meeting other guys or women through an internet connection on a specialized website because you are meant to be increasing your chances of meeting others with the same intentions in mind.

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FAQs

How common is online dating?

Online dating is now incredibly common. According to the statistics, in the US for example, around 30% of the population have used a website to meet other people online.

Which dating site has the highest success rate?

It can be hard to put exact numbers and statistics on which dating site has the highest success rate as dating websites around the world are likely to try to skew the statistics and underlying data when asked. However, if you are choosing websites purely on their success rate, it is beneficial to either choose a very popular one so as to increase your chances of meeting anyone - or to use one that has a niche that interests you. Again this will increase your success rate of finding someone to love.

What is the success rate of online dating?

The statistics behind the success rate of online dating around vary slightly according to the studies you look at. Plus, some studies can be skewed by what type of users are asked and what those users say about their experiences. However, it is fair to say that online dating can at least increase your chances of dating men or women in the first instance, and so the likelihood of meeting someone you may start a serious partnership with is therefore increased.
That being said, in some studies, it has been shown that around half the US population knows at least someone who is in a couple thanks to meeting their significant other online.

What is the percentage of relationships that start online?

According to a Stanford sociologist, meeting a person through the means of the internet is the most popular method of meeting someone romantically around the world. Within the US, the same investigation found that it was how most heterosexual partnerships started.