Decline in online dating
In another article, a woman who dated her neighbor until she realized he had a drinking problem wrote, reflectively: “My time with my neighbor may have been fairly brief, but during those months, I think we actually gave each other exactly what the other one truly needed.”If Tinder has taken a page from the confessional style of sites like Thought Catalog or xo Jane, Bumble’s strategy seems inspired by the Forbes’s annual 30 Under 30 lists.
Its “Find Them on Bumble” campaign collects the 112 “most inspiring New Yorkers,” according to the company, and subtly links their success to Bumble’s services.
Both companies are pushing this message with recent advertising efforts.
Tinder has a new publication, Swipe Life, specializing in personal essays that reinforce the idea that dating misadventures are cool, or at least exciting, invigorating and youthful.
An earlier paper suggests that the percentage of straight couples meeting online has roughly doubled since 2009, while same-sex couples were way ahead of the curve, with around two-thirds meeting online even a decade ago.
Online dating has freed young adults from the limitations and biases of their hometowns.
When Swipe Life began this fall, its articles sang of the exciting spontaneity of singledom. They bonded over their childhoods and “leftist ideologies.” Soon, she had moved from Ohio to live with him in California, but quickly found his apartment too messy, his “affinity for drinking” too gross and his “large hair-shedding dog” too destructive. In the end, she wrote, he turned out to be “a total brocialist.”Still, she praised Tinder for spurring her cross-country move, even though the relationship was a bust.
The study, by Stanford sociologist Michael Rosenfeld, is currently only a draft, and cannot be quoted directly — but a graph in it shows that for the period 2009 to 2017, almost 40% of hetrosexual couples met online.
The sharp upward trend suggests that the number will be significantly higher by now.
Elie Seidman, Tinder’s chief executive and the former head of OKCupid, said that the company wants to brand itself as the leader of early-adult dating.
“We actually embrace the fact that our members are in that dating-as-a-leisure activity phase of life,” Mr. He added that, with the new editorial content, Tinder hoped to offer users a positive outlook on that landscape.
All other methods of meeting are in decline, at 10% or less.