In fact, the company disclosed in its second-quarter report that Hinge users have grown more than tenfold since 2017, with a higher number of nominal users joining the platform each year. However, the company has given investors a few indicators that the app is currently performing phenomenally.Īpp downloads year-to-date were up 82%, which is impressive given the fact that the number was declining prior to Match's initial investment in 2017. Match doesn't disclose Hinge's nominal revenue numbers. The combination of Hinge and Tinder allows Match Group to target both of these wants from its customers. However, 72% also think there are strong benefits to being single. It is estimated that 63% of millennials (ages 23-39) are looking for serious relationships over casual flings. Hinge is "designed to be deleted," meaning it targets people in the slightly older millennial cohort looking for long-term relationships.People may switch between the two platforms depending on what they are looking for at the current moment, but they by no means are directly competing with each other. Hinge’s “Our Turn” feature goes live today in all markets, including the U.S., U.K., Canada, Australia, and India.Tinder is built for short-term relationships, and it targets 18-24-year-old college students. One of its features – how users comment on individual pieces of content, such as text posts and photos – has seemingly inspired Tinder’s test of a news feed that let you react to pots of new photos or other items. It launched an app for friends that like to play matchmaker and tested a personal assistant service. The company has been known to experiment with new ideas in the past. It has the user base doubled in the last 6 months, and it’s now setting up 100,000 dates per month (based on phone numbers being exchanged.) Most of its users are also college-educated, with 90 percent of the user base between the ages of 23 and 36.
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Hinge doesn’t disclose the number of users it has, but says it’s now growing at 15 percent month-over-month, with the majority of downloads from word-of-mouth. He says the new algorithm will pay more attention to users’ chatting behavior, and will consider things like whether the person is just matching, but not chatting, or if they’re ghosting. “We’re going to be rolling out some pretty significant algorithm changes early in the new year,” McLeod notes. “We pay attention to those kinds of things in the algorithm,” he says, in response to a question about how apps should handle people who regularly ghost their matches. It’s just part of dating app culture these days, and one that can inspire negative feelings about the process in general.īut McLeod says other changes coming soon to Hinge’s algorithms may help on that front. There’s no real solution for this larger problem, though.
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Of course, with just under a quarter of people saying they ghosted conversations because they got busy or forgot, that means there’s a larger majority who did the same for other reasons – they started dating someone, perhaps, they weren’t interested…or maybe they’re just a little rude. with tens of thousands of users and found that it decreased the number of matches that don’t lead to a conversation by 25 percent. Hinge says it tested the feature last week in London and Washington, D.C. “What this does is it gives you the same benefit of the clarity in who’s supposed to start the conversation, without forcing one set of rules on you just because of your gender.”
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“ they’re sick of the rules, the games and being forced to do things they don’t want to do – on both sides,” says McLeod. The end result of “Your Turn” is two-fold – it reduces inbox clutter and makes it clear who’s turn it is to chat next.Īlso notable is that “Your Turn” doesn’t make the choice about who should start the conversation a decision that’s based on users’ gender. This helps to clean up the inbox without requiring users actually unmatch – something people are sometimes unwilling to do, because…well, you know… just in case. That said, if the conversation isn’t going well, Hinge users can now choose to hide the match so they can focus on those conversation where things are going better – that is, where there’s more back-and-forth taking place. “Your Turn” is a little nudge that someone wants to hear back. This addresses one of dating app’s biggest problems – conversations can often start out well, but then fizzle out and are abandoned. This led to the creation of “Your Turn.”Īfter the initial match where “Your Turn” helps get the conversation off the ground, the feature will then remind users when it’s their “turn” to respond the conversation as the chat continues. The Hinge team then developed a feature that would better flag conversations you hadn’t responded to yet.