Hinge re-designed and re-branded itself as a ‘relationship app’ last year, & the company has now released data detailing the impact of the change.
The app’s developers changed the swiping process to a system of questions – users now respond to generic questions, and can like / comment on the responses of others.
Users have to pay $7 a month to open up more features, and they also have a restricted number of free daily matches.
Hinge conducted some data analysis to see results a year after the redesign, and according to the company its amount of users has increased by 130%. It has also found that users are liking each other less as they take the app more seriously, with 50% of ‘would-be’ couples now talking to each other.
This figure has increased from one in ten previously.
The research also discovered that 96% of female users and 78% of male users said they were searching for more than a casual fling, i.e. a one night stand.
Hinge’s vice president of marketing, Olivia Abramowitz, said: “We thought that people were only looking for something casual because of the blockbuster success of swiping apps.
“But the vast majority are actually looking for something more even though there wasn’t an app designed for that. It’s a significant shift in how millennials are using dating apps.”
The average Hinge user is between 28-29 years old, up from 26 years old before the re-design.
Abramowitz added: “People are showing more of their personalities and members are able to leave with something other than looks.
“It allows you to put out a 360 [degree] view of your personality and be vulnerable about who you are.”
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