Back in April, as many countries were still enforcing stay-at-home orders amid the COVID-19 pandemic, online dating saw a surge in activity—even when meeting IRL wasn’t an option.
Tinder saw one of the bigger spikes, with 52% more messages sent globally and swipe volume among members under 25 also rising 39%, which isn’t so surprising given the fact that more than half of Tinder’s users are Gen Z.
“Gen Z has lived their social lives in a digital sense for their whole lives,” says Jenny McCabe, chief communications officer at Tinder. “This idea of the physical world and digital world being two different lives for Gen Z has not been the case. We’re all starting to understand that.”
With virtual concerts in Fortnite and even dating in Animal Crossing, the challenge Tinder is trying to meet is how to factor into Gen Z’s digital lives beyond the immediate scope of a dating service.
“We’ve been evolving to make Tinder a place…
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Source : fastcompany.com
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