The development of IT has completely changed the traditional way of dating. Matt Raddick, Creative Commons (2011) ©
At Tinder, where more than half of its users are Gen Z (ages 19-25), we have already seen users redefining the rules of dating even before the pandemic. And starting in 2020, everything has changed in earnest.
Gen Z, who experienced loss, longing, and loneliness in life due to the pandemic, quickly began to establish a dating method in the new normal era. On Tinder, they are more open-minded at the same time finding ways to connect with more people and join them for more diverse reasons.
2020 was the most eventful time in human history. And the future of dating in the future is expected to be completely different from before.
Gen Z is breaking down traditional dating concepts and taboos. Dating is no longer a courtship that has to be carried out in the order or time taken for granted that has been used until now. It has become more fluid in terms of enjoying activities or digital dating that has become a part of life.
In fact, Gen Z lightly crosses the situation that is thought to be contradictory in existing dating. While expanding the scope of dating (geographically), there is a strong sense of urgency to re-enter the world of dating while finding people close to you and taking time for short moments to feel affectionate.
◇The future of dating: interactive data on Tinder
Compared to February 2020, in February 2021, the number of messages sent and received per day increased by 19%.
· The average conversation duration is 32% longer during the pandemic.
11% more swipes and 42% more match rates per Tinder member.
·Gen Z also turned to video chat. Nearly half of Tinder users have video chat with matching partners among the pandemic, and 40% plan to use video chat to get to know people even after the pandemic.
◇The future of dating: major trends
1. People you date will be more honest and sincere.
The pandemic has made it possible for many to see the situation in a balanced way. Through the pandemic, Tinder members have a more honest look at who they are, what they look like, and what they are going through. During the pandemic, mentions of’anxiety’ and’normalization’ on the profile of Tinder members increased by 31% and 15 times, respectively.
2. The boundaries (distance from others) will become more and more clear.
Pendemic has provoked a lot of discussion about private boundaries. Tinder members used their profiles to clearly express their expectations about their boundaries. During the pandemic, mentions of’mask writing’ increased 100 times than before, the word’boundary (distance from others)’ was used more than ever (19% increase), and the expression’agreement’ was 11% or more. Increased. This practice will make the conversation about consent more common and comfortable in relationships in the future.
3. More people will prefer to’watch the situation first.’
According to a recent Tinder survey, the number of people seeking’no special relationship’ increased by nearly 50%. Rather than the pandemic encouraging the desire for marriage, there will be a higher tendency to pursue an open relationship.
4. Digital dating will become a new normal.
As face-to-face contact was taken dangerously, people turned to virtual experiences to build bonds with others. It may be a trend initiated by necessity, but digital dating is expected to establish itself as a new culture. According to a recent Tinder survey, people who have experienced digital dating have taken it as a way to meet new people without a burden. In addition, 40% of Gen Z Tinder users answered that they will continue to digitally date even if existing offline dating locations reopen.
5. Activities will be more important than conversations to get rid of awkwardness on the first date.
With many bars and restaurants shutting down, traditional first date spots are no longer valid options. As a result, there was a clear tendency to choose more creative, intimate and casual activities on the first date than before. For example, the number of users mentioning various activities on their Tinder profile, from’roller skating’ or building a fortress to snowball fights, has more than tripled.
6. Light touch will play an important role.
Members are looking for a partner to share their affection with, such as holding hands, brushing their heads, and hugging through their profiles. In the profile of Tinder members, mentions of’hugging’ and’holding hands’ increased by 23% and 22%, respectively. As physical contact declines over the months, people are also grateful for the little touch. Therefore, even if meetings with people become possible, small physical contact seems to play a more important role in the dating life.
7. People will prefer dating someone close to them.
Setting the location of Tinder or finding a nearby person was found to be particularly useful during the period when the tendency to move to the suburbs due to the pandemic appeared. In 2020, profiles referring to’directors’ increased by 28%. As technology has evolved, people can live and work anywhere, but people want to meet people close to them through Tinder.
8. The season of love may begin again.
Until October 2020, more than 40% of Tinder members under the age of 30 could not directly meet matching partners. However, a recent Tinder profile reveals that this situation is changing. In February 2021, the number of’Dating’ mentions in the Tinder profile reached an all-time high. In 2020, face-to-face dating had slowed (according to YPulse, an organization that studies the MZ generation trend, 54% of singles said’corona has disrupted their relationship’), but more people matched as vaccine or antibody supplies began. It seems that he will go out to meet the other person.
More details can be found in Tinder’s’Date’s Future Report’.
*Please note: The above data is based on Tinder profile or Tinder app activity from January 2020 to February 2021.
Message refers to the average number of messages sent per member, and profile update refers to the average number of monthly profile edits per member.
WAV/Survey data is based on a survey conducted on 5,000 Tinder members in the U.S. from May 6th to May 12th, 2020 and from August 14th to 24th, 2020.
Swipe, Tinder, or Tinder’s flame logo is a registered trademark of Match Grouop, LLC.
YPulse’s Finding Love-COVID trend report was compiled in December 2020 based on a survey of 1000 people between the ages of 13 and 39 in the United States.
Attached document:
[틴더 보고서] The future of dating-be more flexible and more honest.pdf