1st date humble brag... Match owns the trademark on "Swipe" and "Swipe Right" — a huge advantage for the owner of Tinder and 44 other dating apps. Match shares dropped 15% Tuesday though on word that its projections for the upcoming quarter aren't worth bringing home to Mom and Dad. But its Tinder numbers are.
Tinder is a stage 5 clinger... Actually, its Tinderella users are. The app enjoyed (another) surge in downloads by 437K last quarter to hit 5.6M total users. The new "Swipe Night" interactive in-app choose-your-adventure show that debuted last month was a hit (especially among Gen Z and women). But 2 specific numbers in the charming earnings stood out to your Snacks team:
- 5 days: On average, users check out Tinder 5 days a week.
- 30%: That's the increase in users who now open the app 7 days a week compared to last year.
International is Match's opportunity — but it requires “product localization”... Uber barged into new countries and didn’t adapt to local culture. Match uses the opposite strategy as it heads abroad — it's all about being culturally sensitive. Take Match's OKCupid app tactics in India:
- Situation: Online dating isn't the go-to option and arranged marriage is still common.
- Response: Match made Indian OKCupid dating profiles include more user info than in other countries so that more conservative daters could get comfortable.
- Result: A surge in app downloads to 1.4M over the last year.