Tinder shook up the dating world, known for its long personality quizzes and profile-based matchmaking, with its ego-boosting, hook-up-friendly, mobile flirting app: Two daters are presented with each other’s photos, and if (and only if) they both like what they see and swipe right, the service hooks them up with a chat box, where the daters can take it from there.
After taking off on college campuses, Tinder now boasts 26 million matches a day, and its leaders have invested heavily in maintaining its reputation as a hook-up haven for young people.
“This is a total virgin science,” Brooks quips with a restrained laugh from his deck in Malta.
As a result, marketing costs for new firms are disproportionally high.
Even the boomers are getting in on the action, with online dating user share doubling from 6% in 2013 to 12% today.
The stigma of meeting your soulmate through a website is dwindling by the day, experts say, especially for millennials and Generation Z.
Dating app Tinder was launched in September 2012 across a row of college campuses.
It uses Facebook basic data to analyse users and recommends compatible partners based on geographic location and common interests.
Just ask Mark Brooks, who has worked in and around the industry for two decades.