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How Hinge disrupted online dating with dataHow Hinge disrupted online dating with data

How Hinge disrupted online dating with data

In , Vanity Fair ran an article castigating hookup culture. The author prophesized a “dating apocalypse” and decried the multifarious dating apps of the day. The article pointed a finger at, among others, Hinge for “ swiping romance from the screen. ”

Back then, Hinge’s app–just like Tinder and Bumble–allowed profile swiping, a feature inspired by slot machine gaming psychology and widely blamed for trivializing modern romance. But unlike the other giants of the day, Hinge was listening.

In a 2016 interview , Hinge founder and CEO Justin McLeod told Vanity Fair that its dating apocalypse article had spurred a rigorous interrogation of the value of swiping to Hinge’s users and its impact on their lives.

Ultimately, the Hinge team turned to the data to make their decision. “Only one in 500 Hinge swipes led to a phone number exchange, and 81 percent of Hinge users reported that they had never found a long-term relationship through a swiping app,” says Tim MacGougan, Chief Product Officer at Hinge. (mai mult…)