It’s no secret that using dating apps is one of the chief ways people find love these days. A 2018 study found that 10 percent of US adults had met their spouse or partner via a dating app or site. At the time of an April 2017 study, almost 20 percent of all US internet users were currently making use of a dating app.
With the largest market share in the online dating space, Match Group, which owns Match, Tinder, OkCupid, and Hinge, to name just a few, is responsible for facilitating many a happy relationship. Among those working behind the scenes to bring people together are Aparajita Singh ’16 and Lance Barton ’06.
“We have a portfolio of products and each product appeals to a different type of user,” explains Barton, Match Group’s senior vice president of corporate development and investor relations. “All of our users are looking for something different – there’s no one-size-fits-all product. We measure our success on whether a user joined and was able to achieve the outcome they wanted.”
Match Group reports that annual dating revenue rose from $713 million in 2012 to a staggering $1.28 billion in 2017. With 8.1 million paid members as of 2018, the company has continued to see a steady climb in annual usership.
The more people find love on dating apps, the more new users are willing to try them out. “We know that 10 years ago in the US, even fewer people were willing to try online dating. The stigma is further eroding, and we think there’s massive opportunity to continue growing within the category,” says Barton.
Some advice for those searching for love? Singh, director of M&A, shares some simple pointers: “Upload a variety of photos, it helps people see who you are and what you like to do. Caption your photos to give your matches a little bit of context. And spell check! People will judge you for spelling mistakes.”