- A growing number of online daters are suffering from dating app burnout.
- Some people get upset because they have too many choices. Hinge CEO Justin McLeod says other products are too few
- Hinge hopes its AI algorithm will help by facilitating more matches.
Dating app fatigue is real —And the reasons for this boil down to two, says the CEO of dating app Hinge.
“One is that you get overwhelmed. There’s so much activity, so many people start to look the same, and the conversation stops,” Hinge CEO Justin McLeod recently said. As mentioned in the article. interview with the Financial Times.
The other thing is that a lot of people don’t get enough activity. For example, sending likes or notes doesn’t get a response.
His thoughts are in line with a recent Business Insider survey that sought to understand trends among Gen Z. Online dating can be too transactional, especially for the younger generation. Choices can cause decision fatiguerespondents said in a BI survey conducted earlier this year.
Historical data shows that a small number of users receive most of the attention. Dating app.
For example, previous Hinge data shows that the top 1% of men on Hinge received 16% of all likes in the app, and the top 1% of women received just over 11% of all likes. Quoted by Quartz.
Meanwhile, men in the bottom 50% received only 4.3% of all likes on the app, and women in the bottom 50% received just under 8% of likes on the app.
Hinge is betting that AI can help the competitive playing field by encouraging more matches.
“AI is increasingly enabling us to act as a matchmaker, making really targeted referrals and helping people move forward at their best,” McLeod told the FT. Told.
That way, users with more likes won’t have to spend as much time weighing their options. On the other hand, those who aren’t getting enough traction may have a better chance of landing a successful date.
McLeod said Hinge uses users’ profile information, their actions on the app, and feedback provided after dating through the app to develop matching algorithms.
“We ask people if it was a good date, so we have information that we actually need to understand: What are the factors that lead to a good date? And when we match How do you look for them? Are people awake?” McLeod told the FT.
Hinge’s parent company, Match Group (which owns apps like Tinder and OkCupid), is also working to integrate new AI-driven features to solve “user pain points” and attract new users across all products. It is said that there is. Third quarter earnings report.
McLeod said that over the next few years, AI will revolutionize online dating as much as the advent of dating apps.
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