One of the success factors of dating platforms is the simplicity and ease of finding people. But recently, this trend is changing, many users remain dissatisfied with the option of “thoughtless” swipes. This is influenced by patterns of forced behavior in dating apps:
- a lot of information,
- no value of a particular contact,
- the illusion of freedom of choice,
- and the fact that something better is waiting for you next.
The pandemic has also changed the attitude towards the usual algorithms: over the past years of restrictions and the need to maintain a social distance, expectations from dating platforms have changed. Both the requirements and the needs have increased. But the constant and continued high demand has seriously changed the market and pushed giants such as Tinder, Ladadateand Bumble to rethink their models and create a more integrated user experience.
Variety of Options in 2022
To help people interact better with their matches, platforms have come up with new interactive features. For instance, Bumble has a “Night In” option where users can not only send voice messages, GIFs, and pictures but also schedule a virtual quiz date if they happen to match someone.
Tinder has “Swipe Night,” an interactive live dating series where users follow the plot twists together. They spend time on the app trying to figure out which character committed the fictional crime. At the end of each episode, the “Fast Chat” option opens — a chat where you can discuss the story, study clues, and help the other user.
The Tinder app has added a video upload option and launched an “explore” section similar to TikTok and Instagram social media feeds. This option is clearly aimed at zoomers because to decide whether to like a person or not, you want to know more about a person than they write about themselves in their profile. The option to upload short videos is not just for fun. As we know from social media experiences, short videos are also a way to help make connections, find a match, and allow users to meet romantic partners who share their interests.
The new options encourage users to spend more time in the apps and use voice notes and videos to form stronger bonds, despite communication being limited to digital. Video, for instance, helps users determine if they want to meet the person they have chosen in the future. More than half of the app’s users have used video chat during lockdowns, according to Tinder.
Dating Apps Trends
Dating apps also have a very high retention rate. Compared to the industry average in the second quarter of 2021, dating apps are significantly higher across the entire 30-day user journey. The industry average for the first day is now 26%, and for dating apps, it is 32%. Similarly, on Days 3 and 7, retention rates for dating apps are still 23% and 18%, compared to the industry average of 17% and 13%, respectively.
The most popular day of the week on dating apps is Sunday. Conversely, the most unpopular days of the week are Friday and Saturday. The contrast between Friday and Sunday is similar to trends in the fitness and health app vertical.