Platforms like OkCupid, Hinge and Bumble rolled out ‘badges’ for users to pin to their profiles indicating vaccination status or comfort levels with various activities. Amid the complexities of negotiating Covid statuses, mask-wearing and social distancing, many dating sites and apps introduced tools designed to help users navigate the conversation more comfortably and seamlessly. Singles have had to navigate not only their own boundaries, but also how their comfort zones overlap or diverge from the comfort zones of potential partners. The social dynamics of dating during the pandemic often proved to be murky waters. More than half of Bumble users today feel less willing to compromise on what they want and need from a potential relationship, and almost 30% say they’ve noticed a decline in dead-end conversations, “as people are being more honest about what they’re looking for,” per Bumble. They’re also being more straightforward in defining what they want and what they don’t want.
Rather than ‘swiping right’ on any person they find attractive, users are increasingly exercising caution, moving slowly and leading with their core values. “People spent the last year slowing down, reflecting on what’s most important in their lives, and becoming more honest with themselves.”īroadly speaking, research from many of the world’s top dating apps and websites points to changes in online daters’ behavior. “As the world opens back up, many people are predicting a ‘hot vax summer’, but at Hinge, we’ve found that this isn’t the case for most singles,” a spokesperson tells The Drum. Furthermore, the data reveals that daters are two times as likely to say the pandemic made them want to settle down earlier than they may have once thought.Īnd the data looks similar across the board: 75% of Hinge users say they’re seeking a relationship this summer rather than a casual fling. The results from a recent OkCupid survey indicate that more than 80% of OkCupid users are looking for a steady partner post-pandemic – and over a quarter of those reported that they’ve changed their minds due to last year’s experiences. Seeking something seriousĭaters also revealed that they are looking for something a bit more serious these days. Recent Bumble data indicates that a quarter of users say that video dates have become a normal part of their dating process. “We predict that the behaviors we’ve developed during the pandemic won’t disappear overnight, and many people won’t want to let go of some of the new dating norms we’ve developed throughout Covid-19,” says a Bumble spokesperson. While Hinge rolled out virtual backgrounds for users to try out imagined date settings and video prompts that help users break the ice over the screen, Bumble launched an audio messaging capability and the playful Night In feature, which allows daters to play an interactive game via video chat after matching.
Most if not all major dating sites and apps, including Hinge, Bumble, Tinder, Match, OkCupid and Dating Group (which owns a number of dating brands including, DateMyAge, Promise and ChinaLove), have debuted or refreshed their video chatting and virtual communication offerings within the past year-plus.Įnsuring that users remain engaged, however, has in many cases prompted these platforms to expand their capabilities, introduce new features and partner with other brands to enhance the virtual dating experience. Not only is a quick video chat convenient it may also introduce a welcome layer of safety, as daters can connect through the app without revealing their personal contact information. While video chatting, voice calls, audio memos and other manifestations of virtual communication gained traction out of necessity over the last year and a half, there’s a growing body of evidence to suggest that these trends are becoming keystones of contemporary dating culture.ĭata from Hinge, the increasingly popular dating app that bills itself as ‘designed to be deleted’, reveals that 65% of the platform’s users who have been on a video date say they are likely to continue incorporating video chat into their dating process, even post-pandemic. Virtual dating and video chatting are here to stay The Drum asked top dating apps and services about the key trends shaping the direction of the industry today. As the world emerges from lockdown and in-person socialization becomes normalized once again, singles are more eager to date than ever.
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