Opportunities for the younger crowd to join an online dating service can be found in the numbers, such as the juxtaposition of 83% of young people Cassandra surveyed preferring to meet a potential partner in person but only 40% having ever actually asked someone on a date face-to-face.
Squishing aside, the increased interest has meant huge revenue.
According to Brooks, Tinder’s explosive popularity changed the face of internet dating with its launch in 2012.
The app grew from college campuses, Brooks says, as the company used a marketing program to entice “campus connectors” (or the “popular kids,” as he deemed them) to spread the word. “It’s such a hotbed on campuses that you can get these things to take off on campus with the right story and the right product. It’s one of the few dating apps that’s truly sharable.
This makes sense, as Global Web Index has reported that 74% of location-based dating app users, as of the 4th quarter of 2014, were in urban areas. Happn says it is adding 1.5 million users each month across the world (150,000 to 175,000 in the U.