Online dating – The new way of finding love <3

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. (2016). Tinder Information, Statistics, Facts & History. Retrevied 2016-09-07 from:

Grozanick, R. (2016). Start dating more efficiently with one of these 7 apps. Retrevied 2016-09-06 from:

Smith, G. (2016). By the numbers: 41 Impressive Tinder Statistics. Retrevied 2016-09-08 from: (2016). Online dating statistics. Retrevied 2016-09-08 from:


4 thoughts on “Online dating – The new way of finding love <3

  1. Good article! You address all the asked topics and you show that you have reflected on this messo trend using information from several sources. Online dating is a very actual topic and your closing questions are very interesting to think about.


  2. 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?

    I really like these questions. In some ways online dating has made us less emotional because we can hide behind a screen, start catfishing and create a fake image of the self. If your contact stays online for some reason, it is quite easy to come with a different story. Or you might create a story yourself about the other person and idolise him/her. Personally I think this happened mainly during the early years of online dating. These days, with apps like Tinder and Happn, it is more about quickly meeting someone to hang out with. This might be a hook up, our constant hunt for ‘love and affection’, or a very casual cup of coffee which might end in a beautiful friendship. These apps also use your social media accounts, so it takes more effort to fake these accounts and keep hiding behind the screen.

    The only side effect that I see is that we might get more impatient. Even though you might have a nice and comfortable match, you might want to swipe further because you don’t want to miss out on anyone more interesting or more suitable. We don’t settle that quickly anymore. On the other hand, a very positive point is that you might get in touch with someone whom you wouldn’t ran into in real life.

    Do you think that using dating apps is holding us back from meeting people in real life? Like, would you still go to a bar and start a conversation with that nice looking boy/girl or do you prefer to start out safely with an app so you won’t get rejected?

    – Cashmyra Rozendaal


    1. Hey there Cashmyra and thank you for your opinion!

      I really agree with you that applications like Tinder and Happn can match you up with persons you probably wouldn’t have talked to if you met them at a bar or such. But why? The “Anti Tinder Crew” states their dislike against the app by clarifying that it’s all about the looks. That you just judge someone on their looks instead of getting to know the person on the deep. But isn’t that the same case when you are at a bar or at the gym or somewhere else? Would you really start to talk to someone that you don’t find attractive at all? At Tinder you could at least swipe right if the person “infront” of you have a funny caption or the same interest as you have even though you didn’t think he or she was the hottest person you’ve ever seen!

      Your view on the side effect and the impatiens that might occur is very interesting! And I think you’re right. Why be pleased and settle down when there could be someone out there that’s even “better” for you? And I believe that these apps makes it a lot easier to continue the hunt and don’t give the relationship you’ve might start a proper chance. But on the other hand I don’t think that these apps are preventing us from meeting people in real life, there are just an option.


  3. Hi Ebba,

    Interesting article. Although I’ve never used Tinder I find it an intriguing topic. I have used a similar app that actually does the same as Tinder, you judge someone on his/her appearance with a like or a no like and if you both like each others profile you have a match.

    Like you said, the numbers speak for itself. There are definitely a lot of people interested in these kind of services. When I used the comparable dating app I was kind of addicted to it. The tension of getting a match and the feeling of happiness you got when someone started chatting with you was amazing. It’s definitely easier to tell someone you like him/her by the means of a swipe on your phone, than to tell him/her in person. But if you think about it, it doesn’t make sense. Because it is not like you’ve just found a new partner for life, no, it’s just someone who liked you on basis of you profile picture who probably also liked 200 others while laying on the couch.

    Before we had these apps you used to write notes to each other telling them you had a crush on him/her. This app is kind of like that, it’s exciting. I think, as long as you bear in mind that an app can’t replace a real interaction with somebody in person, this mesotrend won’t harm anybody. On the other hand, if people get addicted to these sort of services it can get scary. Can you imagine a world where people would only date with each other without ever meeting in real life?


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