Consumer Perception of Datings Services - Part 1
Some reasons why people use Tinder include love, to flirt, for casual sex, and to forget their ex, while Hinge and OkCupid are used by people who do not like the hookup culture stigma associated with Tinder. Unfortunately, we could not find any hard statistical information on the collective perception of consumers towards these apps. Below is an overview of the information available.
- Thirteen motives people use Tinder are for amusement, curiosity, to socialize, for love, for an ego boost, for distraction, to flirt, to meet holebi, pressure, travel, for casual sex, to forget their ex, and to be cool.
- Many people use Tinder out of curiosity to see what all the fuss was about.
- People believe Tinder is the ideal tool to befriend strangers.
- People admit that they use Tinder for dating purposes and to find a romantic partner.
- Users find Tinder useful when they want to improve their flirting and social skills.
- For many users, Tinder is the ideal tool to meet people of a similar sexual orientation.
- People in relationships use Tinder to satisfy their curiosity about the current dating market.
- Single users on Tinder are more interested in flirting, forgetting about an ex, and starting a relationship.
- Users prefer Tinder mainly due to its high volume.
- Hinge is designed for people who are seeking a different kind of dating app.
- In 2015, Hinge rebranded its app to appeal to people looking for relationships and meaningful connections as opposed to people only looking for friends or one-night stands.
- Hinge is designed for people who want to get off dating apps.
- Hinge, in partnership with OpenTable, launched the Date Night guide aimed to help users in planning the perfect date.
- Users prefer Hinge over Tinder as they find it to be a more serious dating app and as it does not have a hookup culture stigma associated with it.
- Users consider Hinge best for a long-term relationship.
- OkCupid is designed for people who are tired of mindless swiping apps and corny dating sites.
- Factors such as multi-faceted matchmaking, spotlight on social justice, and its low-price point make OkCupid stand out from competitors.
- OkCupid’s recent focus on diversity, inclusivity, and modern cultural trends has helped it to increase its number of customers.
- Users prefer OkCupid because it is free and because of features such as percentage match algorithm, questions, and personality quizzes.
- Users preferred OkCupid as the profiles focused more on written content as opposed to photos.
We started by searching for studies, academic papers, and consumer surveys on consumer perception regarding Tinder, Hinge, and OkCupid. The idea here was to find credible research or a consumer survey that would provide information on the top reasons consumers prefer to use each of the listed services (i.e., What are their unique differentiators? How do they set themselves apart from the rest? Why do consumers prefer to register on each of these platforms vs. others?). We found research published by Psychology Today and Inverse that provided information on why people use Tinder. However, no such research studies or surveys could be found for Hinge and OkCupid. There was an article published by Mashable that provided insight into why people prefer specific dating apps which helped answer why users choose to register on specific apps. Furthermore, a survey published by Survey Monkey provided information on why people use online dating apps overall but did not provide information on specific apps such as Tinder, Hinge, and OkCupid. No information could be found on the collective perception of these apps.
Next, we searched through various social media channels to gain insights into the general perceptions of consumers regarding Tinder, Hinge, and OkCupid. The idea here was to analyze consumer's social media posts to determine the top reasons they prefer to use each of the listed services. However, after checking Facebook and Twitter posts for Tin der, Hi nge, and Ok Cupid, we found few relevant posts. Most posts provided consumer feedback on their user experience or complaints. Furthermore, we searched through various social media listening tools such as Brandwatch, however, these tools did not provide hard statistical information on the collective perception of consumers towards the apps. We also searched through various consumer reviews posted on consumer forums and online dating forums. The idea here was to find reviews or comments posted by consumers that could provide relevant insights on the subject matter. However, after checking through numerous consumer reviews posted on Google Play Store, Dating Scout, and Consumer Affairs for Ti nd er, Hi nge, and Ok Cu pid, we found there were no useful reviews or comments. Most of the reviews provided consumer feedback on user experience or complaints.
Last, we searched for news articles and media publications. The idea here was to find articles published by leading publications and service providers regarding the top reasons consumers prefer to use each of the listed services. We found articles published by MUO, PR Newswire, Mashable that provided some information on the unique differentiators, how the apps set themselves apart from the rest, and why consumers prefer to register on each of these platforms. However, there was no consistent information that would be useful in devising an overall perception for each of the apps.
One of the probable reasons for the unavailability of such information could be that consumer perceptions of such apps are vastly different, therefore, a collective perception of each of the apps would not be available in the public domain. It could also be possible that since consumers share their feedback and views on such apps based on their personal experiences, it is difficult to devise an overall perception of the apps as customer experiences are both negative and positive.