Dating Services - Consumer Perception

Part
01
of three
Part
01

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.

Tinder

Hinge

OkCupid

  • 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.

Research Strategy

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 Tinder, Hinge, and OkCupid, 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 Tinder, Hinge, and OkCupid, 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.


Part
02
of three
Part
02

Consumer Perception of Datings Services - Part 2

In terms of net promoter scores, the single most loved thing about Match.com is its dating coach service. About 95% of survey respondents feel satisfied with the coach. Based on the average user review ratings, the general perceptions of consumers regarding Match.com reveals that it has fantastic features (options), and is easy to use. Other users feel Match.com is famous/popular among consumers, is suitable/useful for searching, delivers an excellent profile quality, and has credible customer service. Several users feel that Bumble has a great user experience, great design, among other pleasant attributes. Based on the views of Agi Marx, an expert in net promoter scores, Bumble has an overall user rating of 2.5 on a scale of 5 and has one of the top 5 dating apps.

Match.com Has a Great Coaching Service

  • Insights obtained from the net promoter satisfaction scores of Match.com reveals that the single most loved thing about Match.com is its dating coach service. About 95% of survey respondents feel satisfied with the coach. Early users of Match.com seem pleased with the service.
  • About 95% of a recent satisfaction score survey say they feel the information provided by Match.com coach is "really helpful." Match subscribers that have once subscribed to the coaching service feel more satisfied and "are 60% more likely to recommend" someone else to use Match.com.

Match.com Has Awesome Features/Gives More Options

  • Based on the average user review ratings, consumers believe that Match.com has several/excellent features (offers a broad range of effective options). Collectively, all the attributes of Match.com have an overall rating of 2.8 on a scale of 5 among 156 users. One of the most highly rated characteristics of Match.com is related to its features and is above 3.5 on a scale of 5.
  • The Californian user (AJ of Folsom) on Consumer Affairs, along with 24 other people, believes that Match.com gives people "a lot of flexibility" (several options) in choosing their contacts. It also offers people extensive search criteria. According to Consumer Affairs, Match.com has a rating of 3-stars on a scale of 5 based on 1,368 reviews submitted within the last year.
  • AJ of Folsom and several supporters that agree with his view believe that other dating websites "tend to be more prohibitive" in the options available to people who are signing up and limit their choices/options. However, Match.com gives more options.
  • A recent article reveals the belief shared by 16 users and Bobby Box (an author with Ask Men) that Match.com gives users the freedom to find "potential matches, offering" them a significant variety of options.
  • MaKayla Christiansen feels that there are amazing people on Match.com, and it is a super straight forward app that has amazing features.

Match.com is Easy to Use

  • According to Dating Sites Reviews, Match.com has an average/overall rating of 2.8 on a scale of 5 among 156 users. However, based on various attributes, its ease of use has one of the most significant characteristics and is rated over 3.5 on a scale of 5.
  • An anonymous user in Ohio, by name Nancy, rates Match.com more than 3.5-stars on a scale of 5 and reveals that Match.com is a great place, and its interface is excellent and easy to use.
  • Jessica of Fort Worth, Texas, (which met her husband on Match.com) rates Match.com with a 4-star rating on a scale of 5. Four people, along with Jessica of Fort Worth, Texas, have the opinion that the company makes "it a lot easier to" find a personality match.

The Service of Match.com is Unique and Worthy of Subscription

  • According to a user known as AJ of Folsom (who recently rated Match.com with 5-stars), along with 24 other people that believe his rating, Match.com provides solutions that bring people in contact with their potential partners in a manner that would never have been possible otherwise. This insight implies that the services of Match.com are unique.
  • Tow users Johnathan Ruggiero and Michelle Luchese that recently met on Match.com reveal that Match.com has benefited them to the extent that they think its subscription constitutes the best $60 they have ever spent. The post has 59 likes, five comments, and five shares.
  • Shayla Hankins feels Match.com is unique. Shayla Hankins has fallen in love with Match.com after using several other dating services. This feeling occurs because Match.com uniquely shows users all the similarities between them and their matches.

Match.com is Popular

  • Based on various attributes, the popularity of Match.com is one of its most significant attributes and is rated over 3.5 on a scale of 5 and is its ease of use. About 156 users have rated the various attributes of Match.com with an overall rating of 2.8 on a scale of 5.
  • Match.com has two significant advantages in its favor. It has a massive user base and is "one of the most recognizable" names among users of online dating platforms. Reviewers agree that these two factors indicate that Match.com is a prominent online dating site.
  • With 39.7 million visits per month, Match.com has significant popularity among the dating population.

Match.com delivers Great and Detailed Profiles

  • According to Consumer Research, Match.com has highly detailed profiles that make it easy to get promising consumers.
  • According to Jessica of Fort Worth, Texas, Match.com gives detailed info on someone; it is more "than just a short description" and a bunch of pictures. Jessica and four users think that Match.com allows people to add "more details about their current situations and their past." They feel such details go a long way in boosting customer experience.

Match.com has Great Search Features

  • Several users feel searching is one of the attributes of Match.com that people find exciting. The search attributes/features of Match.com recently got rated three-stars on a scale of 5. The above three-star rating is among the views of 156 users of Match.com. Match.com has a cumulative rating of 2.8 on a scale of 5.
  • The impressive search functions of Match.com makes it easier to "zero in on promising users."

Match.com is Respected

  • A survey report by Dating Advice reveals that Match.com is one of the largest and "most well-respected dating" sites in the world. It is responsible for hundreds of thousands of relationships/matches, leading to satisfied members.

Bumble Delivers a Great user Experience

  • Bumble has an average customer satisfaction rating of 3.6 on a scale of 5 among 135,735 users on the Google Play store. This rating includes Stefan Tabit's opinion, which is also the opinion of 206 users, that Bumble delivers a great UX (user experience).
  • Based on user experience, consumers rate Bumble above average (close to 3 stars) on a scale of 5 on Consumer Affairs. This rating reflects the views of 125 user ratings submitted within the last year.
  • Alyessa of Dallas, Texas, and two other people believe that Bumble gives individuals the opportunity to date several types of people and get experiences that help them "grow and learn" what they liked and don't like.
  • Based on overall consumer experience, Ask Men rates Bumble 8.4 on a scale of 10.

Bumble Has a Great Design and a Great Concept

  • According to Stefan Tabit's perception and that of 206 users, Bumble has a great design. Bumble has an overall average rating of 3.6 on a scale of 5 among 135,735 users on the Google Play store.
  • Among the 135,735 users on that rate Bumble with an overall 3.6-star rating on a scale of 5 on Google Play store, at least, 36 users along with Randy Peterson, have the opinion that Bumble has a great concept.

Bumble is Easy to Use

  • Joseph Sebastian rates Bumble with a 5-star rating and has a view that corresponds with the belief of seven users that Bumble is easy to use.
  • According to Carlos Doriety and 77 other users that share similar beliefs, Bumble "looks cool" and has easy to use features which could be unique when compared to typical dating apps.
  • Michelle of Philadelphia, PA, and six other users have the view that Bumble is easy to use. Michelle of Philadelphia rates Bumble with 5-stars on a scale of 5 on the Consumer Affairs website.
  • Leanne of New Rochelle, NY, and two other people have the perception that the Bumble app has a format that is easy to navigate.
  • Based on ease of use relative to consumer experience, Ask Men rates Bumble 8.0 on a scale of 10.

Bumble Has Great Picture Sharing Features

  • Kenneth Everett rates Bumble with five stars and thinks that Bumble is a great dating app. Along with five other users, Kenneth Everett believes the picture sharing features of Bumble are excellent.
  • One of the features of Bumble appreciated by Michelle of Philadelphia, PA (a user that rates Bumble 5-stars) and six other users is the ability to upload a photo.

Bumble Empowers Women

  • Dylan DeMascio and 40 other users have the view that Bumble empowers women. They believe that one thing the app should get commended for is making it possible for women to initiate contact.
  • Based on the views of Agi Marx, an expert in net promoter scores, Bumble has an overall user rating of 2.5 on a scale of 5 and has one of the top 5 dating-apps. One of the most significant ratings of Bumble is 4-star on a scale of 5 due to the ability it gives women to "make the first move."
  • In Australia, users appreciate Bumble for being the only app that empowers women to make the first move in a relationship. A lot of people (mostly in Australia) "seem to like this feature."
  • Karen of Huntsville, Alabama, and three other people feel Bumble is the "most female-friendly" as well as empowering site available.

Mumble is Not a Waste of Time

  • Susan of Playa Vista, CA, and 30 people have the perception that are happy endings happening via Bumble, and Bumble is "not a waste of time." Due to this perception, Susan of Playa Vista rates Bumble with a 5-star rating, and about 30 people agree with her.

Bumble Has Qualified Users

  • According to the view of Susan of Playa Vista, CA, Bumble has qualified users. Susan met the man of her dreams on Bumble and has fallen in love. Susan and 30 others rate Bumble with a 5-star rating.
  • Based on the quality of its members relative to consumer perception, Ask Men rates Bumble 8.0 on a scale of 10.
  • Brian of Cleveland, OH, along with 12 other people, feel that qualified users are hooking up with people of the right profile who are decent looking. They believe the people with negative feedback on Bumble may not have the right things revealed in their profiles or may not be looking decent.

Research Strategy

Through research, an investigated into the general perceptions of consumers regarding Match.com and Bumble was conducted. The study examined the perception of several users on social media platforms and user reviews, among other articles that reveal customer perception. Favorable, positive beliefs, opinions, and views of users have been filtered out and are in the study. The study assumes that positive beliefs or views affect consumers' preference to register on each platform of interest. These positive views also serve as unique differentiators. Resources such as net promoter scores and customer satisfaction surveys were reviewed. The study considers the most liked attributes of the dating platforms to be among the top reasons users are signing up. Extensive surveys that disclose the most loved/desired characteristics of identified platforms, as well as opinions of smaller groups of individuals curled out from comprehensive reviews, are in the study. The study also assumes that any attribute rated above the overall average rating of a dating service by consumers is a top rating and is likely one among the reasons users are signing up.


Part
03
of three
Part
03

Consumer Perception of Datings Services - Part 3

Bumble, Hinge, and Coffee Meets Bagel are the fastest growing dating services within the last two years. While Bumble and Coffee Meets Bagel focus on female empowerment, Hinge focuses on creating meaningful connections.

Bumble

  • Bumble has seen a 70% year-over-year growth over the past few years. It is commonly referred to as America's fastest growing dating app company.
  • It is one of the top lifestyle apps in countries like the US. It now has 55 million users globally.
  • Compared to other dating apps where men are in control, Bumble allows women to be in control. This explains why women are flocking to the app.
  • Women have the ability to choose who they interact with, rather than getting bombarded unsolicited messages.
  • Men also flock to the app because they claim there are fewer bots or fake profiles. It is also less work for men, as they do not have to reach out to women and be ignored.
  • Bumble is not only for heterosexual individuals, it is LGBTQ friendly. The app is also used for meeting friends.

Hinge

  • In 2018, Hinge saw over a 100% growth in its downloads. It witnessed a 400% increase in its user base in 2017. In
  • Hinge has been downloaded over 5.5 million times worldwide and generated a revenue of $5.2 million in 2018. The company claims it is one of the fastest growing dating apps in the UK, US, Canada, and Australia.
  • Hinge allows users to engage with each other directly, similar to social media. Users can leave comments and respond to profile pictures, as opposed to swiping. To strike a conversation, the parties have to show mutual interest.
  • People are now using Hinge due to the fact that it is known as an app for serious relationships and meaningful connections, not hookups.
  • In February 2019, Match Group (parent company of Match.com and Tinder, among others) acquired the company for an undisclosed amount.

Coffee Meets Bagel

  • In 2017, Coffee Meets Bagel saw a year over year growth of 154%. Since launching in 2012, it has reached over 7 million members.
  • On Coffee Meets Bagel, Matches are based on mutual Facebook friends. This means that people are not just meeting strangers.
  • By differentiating itself as a dating platform that is focused on the female user experience, Coffee Meets Bagel created a strong network of female users.
  • Coffee Meets Bagel is also known for people who want real relationships, rather than a one night stand.
  • The dating site appeals to Asian women, thus, creating the global network effect. For example, in 2017, it was able to leverage expatriates in Thailand to start the network effect.
Sources
Sources

From Part 01
Quotes
  • "We found 13 motives to use Tinder. The most commonly cited reason is using Tinder as an entertainment tool when wanting to pass time."
  • "Many people also admitted using Tinder out of curiosity. They wondered what all the fuss was about. "
  • "Then there is also this group of people that perceive Tinder as the ideal tool to befriend strangers."
  • "The fourth motive is – against all expectations (!) – the quest for love. It seems that a decent amount of people admit that they use the application for dating purposes and to find a romantic partner."
  • "Several respondents also mentioned Tinder comes in handy when wanting to improve flirting and social skills. They feel like the application provides a safer environment for initiating the first contact, as these interactions usually happen online."
  • "For those who just came out of the closet, Tinder is the ideal tool to meet people with a similar sexual orientation."
Quotes
  • "Surveys indicate that between 18 and 25 percent of users are already in a “committed” relationship. In the United States, that percentage jumps to 42. "
  • "In a paper published in the journal Computers in Human Behavior experts in psychology and communication studies found that people who cheat on Tinder have different motives for using the app, as well as more psychopathic personality traits compared to other people in committed relationships who don’t use Tinder."
  • "Some people in relationships might want to satisfy their curiosity about the current dating market by downloading Tinder. But we interpret this finding to mean that some people are also looking for a lot more when they download the app"
  • "Meanwhile, the team found that single users on Tinder are more interested in flirting, forgetting about an ex, and gaining a relationship — regardless of the actual outcomes."
Quotes
  • "Hinge aims to get away from the mindless swiping culture by matching you based upon interests and preferences, and inspiring conversations from that. Hinge claims that 75 percent of first dates that happen as a result of the app turn into second dates."
  • "Here’s a short introductory guide to Hinge for those who are seeking a different kind of dating app."
  • "Thus they pivoted in 2015, rebranding as an app for people after relationships and “meaningful connections” rather than people only looking only for friends or one-night stands."
Quotes
  • "Cuffing season is upon us and to help couples and singles alike prepare, Hinge, the dating app designed to be deleted, part of Match Group Inc. (NASDAQ: MTCH), and OpenTable, the world's leading provider of online restaurant reservations and part of Booking Holdings, Inc. (NASDAQ: BKNG), have partnered to help daters choose the perfect date spot."
  • "To take the angst out of planning, Hinge and OpenTable are launching the ultimate Date Night guide. Daters will find fun and useful tools to help plan the perfect date, including lists of the best restaurants for a date and top cafes, plus, the Date Night Matchmaker feature."
  • "Hinge is the dating app for people who want to get off dating apps."
Quotes
  • "OkCupid took what young people hate about basic swiping apps and corny dating sites and rebranded into a hip middle ground. Its multi-faceted matchmaking, spotlight on social justice, and low price point make it stand out from competitors."
  • "It's ideal for people who don't want anything to do with mindless swiping apps, but who also don't want to feel like they're desperately looking for marriage. "
  • "Its trusted name is to thank for much of the robust user base — but OkCupid's more recent focus on diversity, inclusivity, and modern cultural trends has definitely helped to strengthen the OKC army as of late. "
Quotes
  • "The reason I prefer Tinder is mainly due to volume. You will find more people on there than any other app or site, at least in my city."
  • "Tinder is also great when traveling. I’ve made some romantic connections as well as friends that I still communicate with. I have used Bumble, OKCupid, and Hinge and I found myself deleting these apps after a month."
  • "I feel like I can take [Hinge] so much more seriously as a dating app than I can an app like Tinder. I feel Tinder has a "hookup culture" stigma that's hard to get around, and Hinge provides you with more ice breaker questions to help spark a conversation or [discover] a common interest."
  • "The big thing that set OKC apart from other options when I was a user: It was free."
  • "I'd like to tell you that OKC's percentage match [algorithm], questions, and personality quizzes kept me there, but honestly ... it was the free thing that kept me there."
  • "Hinge is by far the best for a long-term relationship. I met my current partner on there and have been with him for a year."
From Part 02