Overview
The online dating app market is very saturated. There are free apps, paid apps, freemium apps and everything in between. The Pew Research Center reported that 1 in 10 Americans claim to have used an online dating site or app. Among singles looking for partners, that statistic is even higher, as 38% have used dating sites or apps. Engagement with this services in only increasing. In 2005, 44% of Americans felt online dating was a good way to meet people. In 2013, 59% agree that online dating is a good way to meet. There is clearly a lot of competition for Tinder and lot of choice for users. This means that nearly any permutation of pricing policies can be found if one looks hard enough. We have focused on the pricing structure of Tinder’s most prominent and successful competitors to provide some context for the pricing policy decisions made by Tinder itself.
Coffee
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It formerly differed from its competitors by limiting the amount of profiles users interact with per day by allowing each user to contact only one new person through the app or site per day. However, as of October 2015 they increased the number of matches users get with “Boneyard Bagels” of varying quantities. Also, each match would have mutual Facebook friends. These features are meant to encourage more serious dating and are part of their positioning as “not a ‘Hookup App’”.The app has a goal of hitting 4 million users in 2015
Hinge
Hinge is a simple dating app that matches users based on interests, education, and profession. It launched in Washington, D.C. in February, 2013 and is now based in New York City. Hinge allows users to focus on brains and background over beauty by matching people with the friends of their friends. Like Coffee Meets Bagel, Hinge focuses on leveraging real-world relationships in order to more quickly introduce people who might have eventually met through mutual friends.
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