The Dating Apocalypse

In our current understanding of hook-up culture there is not much space left for love. Our matches are being algorithmically determined and we decide if there is a “click” by swiping left or right. When it comes to sexual behavior and values, there seems to be an increasingly common attitude of “anything goes,” and somewhere along the way we started separating boyfriend material from hook-up material. Therefore Hinge is declaring war to swipe culture.

In September 2015, Vanity Fair ran an article that advocated the dawn of dating –or romance, as we know it– inspiring Hinge to re-launch their service for serious relationships aiming at millennials. The article is structured around Tinder, which is the most popular dating app to date thanks to its gamification element. The swipe is often characterized as the determining element of dating apps, wherein the swipe itself is just as fun as having a conversation with one of your matches.

Hinge is now ready to flaunt their service that treats dating not as a game, but as serious business, which as such, requires investment. The company explained in an email to current users that their accounts will automatically upgrade to a free trial of the new premium relationship app –not dating app– while the older service is taken down. Until then Hinge is running a campaign that shares data they compiled through their internal surveys of users in August 2016.

A study from the University of Sydney examined the online dating habits of 365 millennial users, and found almost three quarters of users “were just as inclined to seek a monogamous relationship since taking their search for love online.” Lead author Dr. Mitchell Hobbs said dating platforms are only as conducive to casual sex or real love as its users are. “The technology thrives because it is useful, and will die when it no longer offers pathways to connect and communicate that are advantageous to users.”

By removing the “fun” element of swiping and the payment of a monthly fee, Hinge aims to provide its users a clear alternative in their search for real relationships, rather than facilitating hookups. However, a younger demographic may not respond well to this.

Source: Forbes

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