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Hinge has "swiped left" on a culture of dating apps that they say fail to foster meaningful connections. Instead, they're doubling down on efforts to help their users find genuine relationships.
The company, once a peer of Tinder, OkCupid, and Happn, has been pursuing a new look for the past nine months. Following user surveys and various pilots, the new service launched Tuesday, introducing a "story" interface Hinge says sparks five times more conversations than in the past.
Some Millennials – the target market of the proliferation of dating apps – say they aren't actually looking for relationships, but there may be many more who are. Hinge hopes to appeal to that demographic, and possibly even change the conversation about dating apps.
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The company's reincarnation was spurred by a 2015 Vanity Fair story that came down hard on dating apps, saying they encourage a culture that has destroyed romance, dating, and relationships. The article prompted Mr. McLeod to reflect that, "When I started Hinge as the first social-media-integrated dating service in 2011, this was certainly not the world I imagined."
Can they displace eHarmony as the "seeking meaningful relationship" app?
(Score: 2) by ledow on Monday October 17 2016, @05:07PM
Met my wife online.
We were together 10 years.
Met my girlfriend on Gumtree - she rented an apartment to me.
The Internet / online dating is nothing more than a new method of introduction, not dating. An introduction method where you can meet and chat in safety before you even do anything like show people your face or tell them where you live (such that they might find you again, etc.).
But dating is still just dating like it always has been. Now, though, you can date people who you've not had to wait ten years for your aunt to introduce to you by chance.