In an effort to resonate with young users in the middle of the commitment of users, Tinder announced Tuesday the launch of a new double date feature, which allows users to team up with friends and discuss with potential matches together.
Double date allows users to associate themselves with a friend and to browse other twin users who share at least one of their individual preferences, such as sex and sexual orientation. When a person in a pair receives a match, a group cat begins with the four participants. Users also have the opportunity to like an individual profile in the match if they prefer to chat head-on. Users can invite up to three friends to join this new dating experience.
By encouraging users to double with friends, this approach aims to reduce the pressure and anxiety often associated with solo dating, creating a more comfortable environment for all those involved.
“During early tests, users have always told us that they felt more comfortable being their authentic when connecting in pairs with a friend, which has often led to a stronger commitment,” Cleo Long, responsible for product marketing, in Techcrunch. “The group’s cat format helps break ice and facilitates the planning of occasional encounters, whether those that evolve as friendships, romantic ties or something between the two.”
The launch of this new feature follows Tinder’s parent company, Match Group, reporting a 5% drop in payment subscribers, which fell to 14.2 million in the first quarter in its meeting applications.
The double date can be an effort to regain these users while attracting new ones. According to the company, the results of early tests were promising, almost 12% of users who accepted a double date invitation being new or returned users.
Additional internal data show that individual users participating in double -date cats sent 25% more messages than in typical individual conversations. The volume of messages in these group cats proved to be 35% higher, especially among users under the age of 29.
The double date function has been tested on certain markets, including parties of Latin America, Spain and Nordics. A global deployment of functionality is scheduled for July.
There has been an increasing interest in group experiences focused on the group, with similar applications like Fourplay, Duodate and Doubble with success in this niche. In particular, a report of the meeting of meetings based in the United Kingdom Slide 1828 revealed that 48% of respondents of the Z generation think that double dates could alleviate the anxiety of meetings.
In addition to the double date, Long highlighted other features, such as Matchmaker and share my date, to similar options that help “transform a team sport”, she told us. Long noted that a recent Tinder report revealed that almost half of the singles are asking for the support of friends when they navigate the game scene.
The functionality also seems to be based on past concepts, including the first social tinder, but focuses more on the creation of a serious but comfortable encounter experience rather than on a party atmosphere.
