Adoption and Diffusion

The introduction of the internet has forever changed dating. Online dating can be linked back to 1983 with AOL-America Online, which offered chat rooms and forums for singles. Come 1998, Internet dating goes mainstream after the release of the movie You’ve Got Mail. ProxiDating was the first online dating software based on a potential date’s proximity; it was able to do this by using Bluetooth-enabled phones. Flash forward to today:  7% of all smartphone users, 1 in 10 25-34 year olds, use dating apps (Pew).

The next revolution of dating apps came with Tinder. Launched in September 2012, Tinder has continuously become one of the fastest growing dating apps. As of March of 2015, Tinder had an estimated 50 million users. 10 million of which use the app on a daily basis (DMR). The app has been so popular that in March of 2016 it had 10 billion matches, averaging to 26 million daily. While these are a lot of matches, there is no evidence on how many matches result in conversation (or how many people are ‘ghosted’. Ghosting refers to a situation where someone ceases all communication with the other with no explanation. It is known that 80% of millennial singles have been ‘ghosted’.  This is one of the many things Tinder’s rival, Bumble, is fighting to overcome.

While Tinder has seen lots of growth, Bumble reached 3.5 million users fifteen months into launching on December 1, 2014 (TechCrunch). On October 18, 2016 Bumble celebrated their billionth sent message (Bumble). What is most astonishing is that 60% of all matches result in conversation (TechCrunch). This means that Bumble’s goal is coming true: give the power of sending the first message to women, and conversations will flourish thereafter. Bumble also has an almost equal male to female ratio (55:45), this is very uncommon for this sector. This ratio, coupled with allowing women to send the first message, allows for Bumble to combat gender disparities, a common issue for Tinder (as seen below).  All this evidence also shows that both Tinder and Bumble alike have not reached their critical mass.

The usages of these apps vary not only based on age, but also location, and the following graphs will depict just that. It is easy to notice Bumble is exceeding Tinder with most users between the ages 18 and 29, as well as in the West and Northeast regions of the U.S.



To conclude, Bumble has been making strides on the online dating app industry. Bumble has one of the highest conversation rates, the most users between the ages of 18-26, and a near perfect male to female ratio; all while continuing to grow to this day.


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