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How Tinder Is Trying to Woo Single Brits Back to Swiping
Match Group says 61% of UK single adults want more face-to-face socialising as Tinder adds events to revive interest.
- Tinder has launched in-person events in more than 50 cities worldwide to encourage IRL connections, with the feature expected to arrive in London soon.
- Match Group introduced the initiative to address "app fatigue" and declining usage, as a recent study found 61% of single adults would like more face-to-face social interaction.
- The platform partners with existing local operators like run clubs and dog park meet-ups, allowing users to connect before or after events and bridge digital and in-person interaction.
- Olivia, tired of "endlessly swiping" and "chat graveyards," attended an event in Guildford and met potential first-date partners, calling her night a success.
- Match Group head Spencer Rascoff, who led Tinder through a turnaround after years of declining usage, said the events aim "to rejuvenate interest in the category of online dating.
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How Tinder is trying to woo single Brits back to swiping
Tinder’s parent company has admitted it failed to keep up with changing dating habits as it fights to get Brits swiping again, with new figures revealing a growing preference for meeting people in person rather than through dating apps. “Being static is sort of the worst thing to be”, Chine Mmegwa, head of strategy and [...]
·London, United Kingdom
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BBC hears from people who say dating events offer better value for money than dating apps, highlighting a growing reference for real-life matchmaking experiences.
Coverage Details
Total News Sources12
Leaning Left3Leaning Right0Center3Last UpdatedBias Distribution50% Left, 50% Center
Bias Distribution
- 50% of the sources lean Left, 50% of the sources are Center
50% Center
L 50%
C 50%
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