In an attempt to resonate with younger users amid users, Tinder announced on Tuesday the launch of a new dual date, which allows users to work with friends and chat with possible matches together.
Double date allows users to combine with a friend and browse other paired users who share at least one of their individual preferences, such as sex and sexual orientation. When a person in a couple receives a match, a group conversation begins with the four participants. Users also have the option of enjoying an individual profile in the race if they prefer to chat one by one. Users can invite up to three friends to participate in this new dating experience.
By encouraging users to double with friends, Tinder hopes to reduce the pressure and stress that is often associated with dating solo, creating a more comfortable environment for all involved.
“In early tests, our users have steadily told us that they felt more comfortable being their authentic self when connected as a couple with a friend, who often led to a stronger commitment,” Cleo Long, head of marketing products, told TechCrunch. “The form of group conversation helps to break the ice and facilitate the planning of occasional meetings, whether they evolve into friendships, romantic connections or something in between.”
The release of this new feature follows Tinder’s parent company, Racing groupwhich reported a 5% reduction in subscribers’ payment, reducing 14.2 million in the first quarter in all dating applications.
Double date can be an attempt to recover these users while attracting new ones. According to the company, the results of early tests were very promising, with almost 12% of users who received a double date invitation to be either new or returning users.
Additional internal data show that individual users participating in double date conversations sent 25% more messages than in standard one-on-one conversations. The volume of messages in these group conversations was found to be 35% higher, especially among users under 29 years.
The double date capacity was tested in selected markets, including sections of Latin America, Spain and Nordics. A global development of the characteristic is set for July.
There has been increasing interest in dating group experiences, with similar applications Four games; Dozen; Challenge Having success in this position. Specifically, a report from UK -based dating application Transparency 1828 He found that 48% of Gen Z respondents believe that double dates could relieve the stress dating.
In addition to the double date, Long was pointed out to other features, such as Matchmaker, and sharing my date, such as similar options that help “turn dating into a more team sport,” he told us. Long noted that a recent Tinder report found that almost half of singles are looking for support from friends while navigating dating scene.
The characteristic also appears to be based on previous concepts, including the previous social tinder, but it focuses more on creating a serious but comfortable experience dating and not on an atmosphere of the party.
