WALL STREET JOURNAL – Dating in one's 70s is gaining popularity, thanks in part to specialized mixers and dating apps for those aged 65 and older. The demand for senior dating services is rising in the U.S., where the over-65 population is expected to outnumber those under 18 by 2030. Currently, 30% of Americans over 50 are single, a figure that increases to 36% for those over 65. Workshops and dating coaches, like Lisa Copeland of findaqualityman.com, offer tailored support for older adults re-entering the dating scene, addressing their unique challenges and shifting perspectives on dating later in life.
Month: December 2023
Tinder Slammed After Launching $499 Subscription Tier
UNILAD – Tinder is facing backlash after launching a $499 per month premium subscription tier, "Tinder Select." This exclusive tier offers features like messaging without matching and prioritized profile visibility, but doesn't guarantee better matchmaking success. Social media users have criticized the high cost, mocking the service and questioning its value. Tinder's decision to introduce this expensive tier, despite extensive testing and feedback, has sparked debates about the monetization of loneliness in the online dating industry.
Creative Marketing – a Case Study & Success Story by Anthony Volpe
LTR – Anthony Volpe, former CMO of Tawkify and Anastasia Date, shares insights into a successful creative marketing case study. During his tenure, he led Anastasia Date's marketing team, increasing revenue from $110M in 2012 to $170M in 2015. Volpe discusses a strategic shift in the company's approach, focusing on PR challenges and low retention rates. He introduces a sixfold strategy centered around sponsoring the prestigious Gumball 3000 rally, leveraging it as a backdrop for compelling stories. The integrated program included uniformed rally girls, success story couples, member contests, a charity auction, unique cars, and flight suits. The campaign resulted in 30 publications, 66 articles, 232 social media posts, and positive brand perception metrics, ultimately contributing to increased retention. Volpe addresses potential improvements for similar campaigns and highlights the importance of brand size and a comprehensive understanding of PR dynamics.
The November LTR was kindly sponsored by ParshipMeet Group, RealMe, along with Courtland Brooks and Matchmaker.com
Grindr Integrates AI Chatbots for Enhanced User Experience
BLOOMBERG – Grindr is teaming up with Ex-human to add AI chatbots to its dating platform, aiming to improve user conversations and experiences. These AI tools, trained with user data from Grindr, could offer dating and messaging suggestions. The move follows a trend in dating apps integrating AI, similar to Tinder's current experiments. Grindr plans to introduce these features within the next year, with an emphasis on user privacy and data security. Early users of these features will essentially be testing their effectiveness.
Hinge Hires Tamika Young as VP of Global Communications
PRWEEK – Tamika Young has been appointed as VP of Global Communications at Hinge. Her role will focus on global communication strategies, particularly for Gen Z and LGBTQIA+ communities. Young previously held positions at Netflix and Spotify and is recognized in PRWeek's 2018 40 Under 40.
Ninth Circuit Rejects Class Action Settlement in Tinder Case for the Second Time
LEXOLOGY – The Ninth Circuit Court rejected a $5.2M settlement agreement for the second time in a lawsuit against Tinder. The lawsuit accused Tinder of discrimination by charging users over 29 more for premium services, violating California's civil rights and unfair competition laws. The first settlement of $17.3M in 2021 was also rejected due to concerns about its fairness and potential collusion. The court found two main issues with the latest settlement. First, the plaintiff, Lisa Kim, had a conflict of interest with the class members because she was bound by an arbitration agreement that didn't apply to all class members. This meant she might not represent the interests of all affected users. Secondly, the court felt Kim didn't fight vigorously enough for the class, citing minimal discovery efforts and missed opportunities to make strong legal arguments.
How Men and Women Use Online Dating Differently
PSYCHOLOGY TODAY – In online dating, men generally prioritize visual cues, while women consider additional factors like intelligence and career, often communicated through text. Research from the University of Negev shows that text in profiles increases men's attractiveness but decreases women's. The study also found that the type of device used affects information processing: both men and women focus more on visuals when using mobiles, whereas women process more comprehensively on computers.
Dating App Down Is Using AI to Catch Catfishers
Internet Dating Jobs Listing Update – December 2023
OPW – The new Internet dating jobs listing is live on the Internet Dating Jobs blog.
Below see a couple of this month's most interesting offers:
ParshipMeet Group
Junior Controller
Together Light
Lead Attorney for Immigration Firm
Bumble
Associate Director of Product – Badoo
Grindr
Director of Product & Operations, Customer Experience
Hinge
Director of Education & Outreach, Hinge Trust & Safety
Match Group
Director / Sr Product Counsel, Match Group
Tinder
VP Marketing, Europe
To see more open positions go here.
Do you have an idating industry job offer which is not included? Please, send it to tips@onlinepersonalswatch.com and we will add it to the list.
ACT Policing and Tinder Collaborate on Consent Awareness Campaign in Canberra
RIOTACT – ACT Policing, in partnership with Tinder and the Canberra Rape Crisis Centre (CRCC), is launching an ad campaign on Tinder to educate users in Canberra about the ACT's positive consent laws. The campaign, following the Crimes (Consent) Amendment Act 2022, aims to promote mutual and ongoing consent in sexual activities. It targets the growing number of young people using online dating, who are also major users of CRCC's crisis services.