How Mobile Apps Are Changing the Face of Online Dating
This week has seen the iconic Google logo go through the most dramatic change of its lifetime, and its biggest adaptation since 1999. The new slightly toned down logo was unveiled last Tuesday, and the iconic small ‘g’ has now been changed with a four colour G icon to match the new logo. “The company said the redesign was meant to reflect the way that people interact with Google products across many different platforms, apps and devices” report the Guardian.
We’re right there with you Google. The times, they are a’changing, and everything online has to move right along with them, or risk getting left behind. In fact, econsultancy sum it up brilliantly, “From responsive email design, to mobile payments, to joining up the customer journey, to weighing up the usefulness of apps, mobile is an endlessly fascinating and complex area for all marketers.”
Online dating is no different. Just look at the following data on mobile dating over the past few years. Mobile dating transactions have risen nearly sevenfold since 2011 alone.
So it’s clear that to keep their head in the dating game, websites have to focus on being device-friendly. But what are the big names in online dating actually doing to make this happen?
‘Appy to Meet You
Mobile dating apps are absolutely huge right now, and we’re not just talking about Tinder. In fact, many of the top online dating websites have incorporated the more game-like structure of simplistic apps such as Tinder to make for a more well-rounded dating experience in their own apps.
Take Match for example. Their dating app has a swipe feature called Mixer, allowing you to view singles near you and swipe yes and no.
Psychotherapist Philip Karahassan comments that these kind of games offer a thrill which can be addictively fun. “Random Reward causes a little spike of dopamine (the brain’s feel good drug) to be secreted. Just think how integral these random notifications are when online dating, a new message, another match, someone you want to talk to coming online.”
Another app which knows all about gamification for mobile is Zoosk. Their fun and unique Zoosk currency, coupled with their behavioural matchmaking technique makes for a truly unique and fun dating experience on the go.
Safe as Houses
But Zoosk don’t stop there. Created with the mobile generation in mind, they have recently launched their innovative profile verification feature, allowing members to upload a seven second selfie video directly from your mobile phone. Human moderators compare this to the photos in your profile, et voila! Your profile is marked as verified, and you know you aren’t at risk of being scammed by a match that could end up burning you.
Mobile dating also allows you to use your phone to pay for extras or subscription costs, or use GPS to feel secure about where other users are located, both great additional safety features. Location data can also be used for the dating sites themselves to gather intel on how many dates actually take place as a result of using their websites-cool.
Stigma Be Gone!
But arguably the biggest change in online dating is the way we feel about it with the rise of mobile dating. Forbes argue that the very nature of sitting at home by a computer for hours on end made people prior to smartphones wary of taking a chance on the success of online dating.
“Freed from the anchor of the PC, e-dating has become a social activity. For the first time, people can actually watch each other do it — and there’s nothing like seeing a friend do something to make it feel normal. “
This generation is all about convenience and flexibility, and young professionals signed up to websites such as Elite Singles simply don’t have the time or the inclination to wait around in order to make plans or get in touch with someone.
Sam Yagan, CEO of Match.com agrees. "Mobile dating apps are going crazy right now … Online dating naturally lends itself to mobile. You want to be planning and coordinating a date in real time." This is something that only mobile-friendly dating allow for.
With fun and functional apps, additional safety, and the loss of stigma, dating on the move is clearly the online dating of the future.
Want to know more about the top dating apps? Try our great article on how the best dating apps work for you.
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