‘Intentions’ badges introduced as dating app sector diversifies amidst declining share prices
“It was ultimately the data that led me to this decision,” Penny reflects on her choice to leave the dating app Bumble. Upon opening the app, she would often find herself with 100 likes, of which only about 25% piqued her interest. After scrutinizing their profiles and crafting personalized messages, only a few would respond, and maybe one would lead to a date.
“That’s a significant amount of effort for just one date,” she laments. “It’s draining.”
Bumble, originally dubbed the feminist Tinder upon its 2014 launch, recently announced measures to alleviate the administrative burden on its female users. Responding to 70% of female users reporting burnout, the app now offers the option to send a brief pre-written question to potential dates instead of a meticulously crafted message.
Although it retains the requirement for women to initiate contact, Bumble now allows its female users to send a pre-written question, like “What book or film changed the way you think?”, through the site’s Opening Moves feature.
“We’ve long held the belief that improving the dating experience for women enhances it for everyone,” stated Lidiane Jones, Bumble’s new CEO. “After hearing from our community, many expressed their fatigue with the current online dating landscape, including the expectation of making the first move.”
Jones emphasized that empowerment involves not just control but also agency, which is why Bumble is offering “more options in how women initiate conversations.” According to a company press release, the feature, tested during the trial phase, resulted in higher response rates and longer conversations.
“We’ve long held the belief that improving the dating experience for women enhances it for everyone,” stated Lidiane Jones, Bumble’s new CEO. “After hearing from our community, many expressed their fatigue with the current online dating landscape, including the expectation of making the first move.”
Jones emphasized that empowerment involves not just control but also agency, which is why Bumble is offering “more options in how women initiate conversations.” According to a company press release, the feature, tested during the trial phase, resulted in higher response rates and longer conversations.
This resonates with Penny’s experience. “I didn’t just send generic messages,” she explains. “I made an effort to show that I’d read their profile, I was interested, and I had a sense of humor. But all I’d get in response was a ‘Hey.’ And I had put effort into that.”
While positioned as a step to alleviate pressure on female users, this change is likely also a response to market dynamics that have presented major challenges to the leading players in the dating app industry in recent months.
Bumble, which appointed Lidiane Jones as CEO in January, has seen an 86% decline in its share price since 2021. Similarly, the Match Group, which owns Tinder, OK Cupid, and Hinge, has experienced significant drops, following reports in November last year that the number of Tinder subscribers had decreased by 6% over 12 months.
“One industry insider commented, ‘You look at share prices and you can see what this move is about in a nutshell.’ They highlighted market saturation and the challenging economic environment. ‘These are massive corporate machines; they’re making decisions based on figures.'”
In response to the survey results indicating that two-thirds of women struggled with people not being transparent about their intentions, Bumble also revealed the introduction of new “dating intentions” badges. These badges include options such as “intimacy without commitment,” “life partner,” and “ethical non-monogamy.”
“I believe dating apps are starting to reflect real-world trends,” says Emma Sayle, founder of Killing Kittens, an upmarket sex party organizer. The company recently launched its online community and dating site, WeAreX, catering to the “open-minded.” “We’ve been in this industry for 19 years, and we’ve witnessed the growth in sexual fluidity and gender diversity since our inception.”
Other dating apps are also increasingly diversifying their offerings, providing matchmaking services for friendships and hosting events for singles. According to Eventbrite data, the number of dating or singles events in the UK has doubled since before the pandemic began.
Despite concerns about dating app fatigue, their popularity seems to remain strong, at least for the time being. According to the Pew Research Center, the percentage of Americans who report using any kind of dating site or app has remained unchanged at 30% since 2020. Among those under 30, this figure rises to 53%.
Currently, Penny is not in a hurry to return to the dating scene, even with the reduced effort required. “I’m searching for a platform where the other person is the one making all the effort to capture my interest,” she explains. “I haven’t found it yet.”