Ebba Lindström 2016-09-09
If you are between 22 and 35 years old, dreaming about finding the love of your life or just wanting to date someone without any strings attached, you have probably heard about Tinder. Maybe, you already have the app on your smartphone. With approximately 100 million downloads it is by far the most popular dating app on the market (Smith, 2016). But how come? Why Tinder? Why online dating? Why the permanent search for love?
Among several app bloggers, Rachel Grozanick lists 7 different dating apps you should try out this year, proving that it is a strong going trend to try out the love luck just by being home in your couch or traveling by bus to your job (Grozanick, 2016). What differs the apps from each other are not many factors but every app got its own niche. It could either match people up with similar music taste or because of their location at the moment. The apps that Grozanick is listening are all good examples of micro trends that derives from the meso trend online dating. A trend that I am going to take a closer look at.
All micro trends originates from a meso trend that in turn originates from a mega trend (Lauria, 2016). When taking a closer look at the meso trend online dating we could see several different mega trends it could derives from, although I argue that the digitalisation is the most suitable. The digitalisation is a mega trend that could be so for a number of meso trends such as online food delivery, online health calibrating and online music players to name a few. A mega trend lasts for at least 10 years and has by this time verified its position at the bottom of the trend pyramid.
Unlike fashion, a hype or a mania, online dating can be proved as a meso trend because of its characteristics regarding its lasting consequences, its norm changing values and existential growth (Lauria, 2016). In the U.S., 54 250 000 persons are single and almost everyone (90,7 %) have tried online dating at least once! Even though a lot of conversations never leads to a date 20 % of the online dating users have the past year found a committed partnership (Statisticbrain, 2016). The biggest dating app for phones, Tinder, has an expected increase of twice as many downloads by the end of the year (Datingsitesreviews, 2016). This indicates that this uprising trend is yet to reach its klimax.
A trend changes values and norms under a long time and what we can see by looking at online dating is that the dating norm has gone from something a bit more complicated to a freetime activity with no commitments whatsoever. Or has it? Do you think that because of the digitalisation and the introduction to online dating has made us less emotional by giving us the opportunity to hide behind the screen or has it made us into love sucking zombies that are on a constant hunt for love? What do you think is the side effects to this meso trend?
Lauria, M. (2016). Lecture 2: Trends & Brands. Hogeschool Utrecht. Retrevied 2016-09-07.
Datingsitesreviews.com. (2016). Tinder Information, Statistics, Facts & History. Retrevied 2016-09-07 from: http://www.datingsitesreviews.com/staticpages/index.php?page=Tinder-Statistics-Facts-History
Grozanick, R. (2016). Start dating more efficiently with one of these 7 apps. Retrevied 2016-09-06 from: http://www.digitaltrends.com/mobile/best-dating-apps/
Smith, G. (2016). By the numbers: 41 Impressive Tinder Statistics. Retrevied 2016-09-08 from: http://expandedramblings.com/index.php/tinder-statistics/
Statisticbrain.com. (2016). Online dating statistics. Retrevied 2016-09-08 from: http://www.statisticbrain.com/online-dating-statistics/