Online Personals Watch: News on the Online Dating Industry and Business

Michael Kaye: AI, Storytelling, and Global Brand Challenges at OkCupid

RAGAN - Michael Kaye, the director of brand marketing and communications at ARCHER and OkCupid, has been honored as one of Ragan's 2023 Game Changers. He successfully expanded OkCupid's brand globally and managed communications across diverse markets. Kaye emphasizes the importance of understanding artificial intelligence and analyzing data for storytelling. He also highlights the need for understanding intersectionality due to the diversity of Gen Z. Despite appearing confident in public speaking roles, Kaye admits to dealing with social anxiety. He recalls a memorable experience when OkCupid's initiative was mentioned in a White House press briefing related to COVID-19 vaccination.

by Isis Simpson-Mersha
See full article at Ragan

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LGBTQ+ Online Dating: a Historical Overview

THE BAY AREA REPORTER - In 1993, Andy Cramer, the CEO of Caregiving Network, founded Gay.Net, one of the earliest platforms for gay men, especially during the HIV/AIDS crisis. This bulletin board system (BBS) later merged with Gay.com, reaching 4M users by 1999. Back in 1987, Jean Marie Diaz in the U.S. established Sappho, a hub for lesbian email lists. Amy Goodloe further expanded the online lesbian community with lesbian.org in the mid-1990s. In 1999, Gary Frisch and Henry Badenhorst introduced Gaydar, offering chat rooms for queer men. OkCupid launched in 2004 and, while not exclusively LGBTQ+, became popular within the queer community. By 2021, it had broadened its gender and sexual orientation identifiers to 60, collaborating with organizations like the Human Rights Campaign and GLAAD. Joel Simkhai launched Grindr in 2009, the first geolocation dating app specifically for gay men, later expanding its offerings and user base. After leaving Grindr, Simkhai founded Motto, a dating app that aimed to counter "toxicity and discrimination" in some queer dating platforms. In 2015, Robyn Exton established HER, originally known as Dattch, as a platform for the "FLINTA (female, lesbian, intersex, trans, and agender) community," focusing on both dating and community aspects. Tser stands as a dating app for the transgender community, presenting itself as both a dating platform and social community for trans individuals and allies.

by Michele Zipkin
See full article at The Bay Area Reporter

AI's Growing Role in Online Dating

INTELLIGENCER - Online dating fatigue is pushing platforms like Match Group, which operates Tinder and OkCupid, to integrate AI for a better user experience. Match Group aims to use AI for photo selection and matchmaking insights. However, AI tools like ChatGPT are already used by some users to enhance their profiles. As AI becomes more prevalent, concerns about authenticity and an optimization "arms race" arise. The future of AI-driven dating remains to be seen.

by John Herrman
See full article at Intelligencer

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Match to Post Q2 Earnings: What's in Store?

YAHOO FINANCE - Match reports on Aug 1 and expects Q2 revenues of $805-$815 million. Zacks Consensus Estimate is $814m, indicating 2.4% growth year over year. Match Q2 performance is likely to have benefited from continued momentum at Tinder and solid performance of Hinge, Pairs and OkCupid.

• In the first quarter, the number of total payers increased 10% to 16.4 million from the prior-year quarter. Match Group is persistently investing for the improvement of machine learning tools that can efficiently and proactively identify, prevent and eliminate spam.
• The launch of Archer should boost users.
• In Q1, Match Group introduced a new feature called 72 hours which promotes more meaningful connections with a time-sensitive experience.
• The acquisitions video tech company, Hyperconnect and non-dating app Ablo might aid international revenue. Hyperconnect continues to build momentum.
• Hinge rolled out features which address questions around sexuality and features answers from leading LGBTQIA+ voices. This is likely to have attracted subscribers.

See full article at Yahoo Finance

Mark Brooks: I wonder how Match Groups' experiments with high-end value points, i.e. $500 a month, will play out? That move will certainly inspire and impact the industry. I believe we are leaving money (value) on the table. People want more. We need to find new ways to give it to them.

See the top news on Match Group

Online Dating Stocks: Wall Street Bullish Despite Slump

BUSINESS INSIDER - Wall Street analysts predict a resurgence in online dating apps despite their poor stock performance since 2021. Match Group and Bumble have seen a significant decline in their stock value (Match Group has shed 75% of its value since hitting a record share price of $169.53, Bumble has tumbled 77% from its IPO of $75.46), but analysts remain optimistic due to strong growth prospects and the sustained popularity of online dating. Bank of America analyst Nat Schindler cited that these stocks are undervalued relative to their cash flow and foresees significant potential for growth. He also believes that online dating, being a primary means for new couples to meet, won't face a recession even if the economy does, as it meets a basic human need for connection. Sam Yagan, the co-founder of OkCupid and former CEO of Match, said that the years following the 2008 recession were actually OkCupid's best years. However, investors remain cautious, particularly due to concerns about the broader economic climate and the impact of the Federal Reserve raising interest rates. Meanwhile, dating apps are making strategic changes, such as short-term subscriptions and brand revamps, to attract users and prepare for economic challenges. Analysts suggest that investors are taking a "wait and see" approach.

by Jennifer Sor
See full article at Business Insider

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Match's FTC Investigation Over OkCupid Photo Sharing for Facial Recognition Tech Continues

COURTHOUSE NEWS - A federal court in Washington denied Match Group's request to seal the case brought against it by the FTC regarding its deal to provide OkCupid's images to a start-up developing facial recognition technology. The New York Times published an article in July 2019 about the use of images of people's faces to build facial recognition technology, citing Clarifai's access to OkCupid's photos as an example. This prompted the FTC to initiate a non-public investigation into whether Match engaged in unfair competition by sharing consumer information, including photos, of OkCupid users.

See full article at Corthouse News

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Why Are Most Dating Apps So Similar to Each Other?

MAKE USE OF - Dating apps often seem similar due to several factors. Firstly, many mainstream apps like Tinder, Match, OKCupid, and Hinge are owned by the Match Group, which dictates the overall approach and design of these platforms. Secondly, the freemium model, where basic services are free but premium features are locked behind a paywall, is common across the industry, leading to similar user experiences. Mobile optimization for smaller screens and a need for a mass appeal also contribute to a uniform design language. Additionally, many users are on multiple platforms, which might make the experience feel repetitive. Lastly, the lack of a foolproof algorithm for successful matching and the apps' desire to keep users engaged leads to the use of similar gamified elements across platforms. Despite these similarities, subtle differences might make one app more suited to a user than others.

by Megan Ellis
See full article at Make Use Of

OkCupid Debuts ChatGPT-Generated Matching Questions

MASHABLE - The AI chatbot ChatGPT has had a chokehold on the internet since it debuted in Dec. 2022. Almost immediately, dating app users started using the service to write messages to matches. OkCupid has started experimenting with asking users matching questions generated by ChatGPT. The app's global head of communications Michael Kaye asked ChatGPT what questions to ask on a dating app and what questions to ask when dating, and here's what the chatbot replied:

• Are you more of an introvert or extrovert?
• Are you a morning or night person?
• What's your favorite way to spend a weekend?
• What do you value most in a partner?
• How do you know when to take a relationship to the next level?
• How do you balance your own needs with the needs of your partner in a relationship?

The questions have been answered more than 125,000 times and counting, and Gen Z is surely leading the charge. 31% of Gen Z daters on OkCupid don't think that using AI to create a profile or message others on dating apps is a violation of trust.

by Anna Iovine
See full article at Mashable

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Supporting Women's Rights Is a Top Priority for Female Daters

OKCUPID BLOG - Fifty years ago, on January 22nd, 1973, the United States Supreme Court legalized abortion in the landmark case of Roe v. Wade. But in June of last year, that landmark decision was overturned, bringing the topic of women's rights back to the forefront. An overwhelming majority of women on OkCupid (87%) are pro-choice. 49% of women on OkCupid say that a difference in opinion about abortion would make them think twice about dating someone.

See full article at OkCupid blog

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Hong Kong Watchdog Takes Swipe at Tinder's Age Based Fees

THE STANDARD - The Consumer Council claims Tinder has an "unfair" pricing mechanism that charges users an annual subscription according to age. The council registered accounts for users aged 18 to 68 with intervals of 10 years.  The highest fees are for 38-year-olds, followed by for 18-year-olds and 58-year-olds. The cheapest are for those whose ages are 28, 48 and 68. The app charges 38-year-old platinum account holders HK$1,318 annually, which is 42% higher than users from the lowest-priced group. The watchdog urged Tinder to make rectifications. The council also found dating apps reveal users' personal information for marketing and advertising after a trial of nine popular ones in Hong Kong between October and December. The nine tested were Bumble, Coffee Meets Bagel, Goodnight, Heymandi, OkCupid, Omi, Paktor, SweetRing and Tinder. All were found to have preset permission to use account owners' data, including name, gender, sexual orientation, date of birth, location, e-mail address and phone number for marketing or advertising. Only three apps allowed users to opt-out.  Age is not covered under Hong Kong's anti-discrimination laws, an Equal Opportunities Commission spokesman said.

by Eunice Lam
See full article at Teh Standard

Mark Brooks: Do you think Tinder, and nay, the industry at large, make rectifications? Is age-based pricing logical and justifiable, or just wholly unfair? Your comments, please.

OkCupid - the Global State of Digital Dating

OKCUPID BLOG - Being vulnerable is one of the more attractive traits to singles these days. 9 in 10 daters on OkCupid say they are sensitive. Men who say they are sensitive are receiving more likes and matches. Nearly all 1.6M respondents on OkCupid believe mental health is just as important as physical health. 97% of OkCupid respondents believe it's important to practice self-love. 30% (~8.5M singles) reveal they would be interested in an open relationship. 40% of people say that inflation is impacting their dating lives. The pandemic and rising costs of living accelerated the number of people being open to sober dates, but also sober relationships.

See full article at OkCupid Blog

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OkCupid's Global Head of Comms on Using Data

RAGAN - Michael Kaye is the global head of communications at OkCupid. He shared some of his thoughts on data in storytelling. "For me, communication is just as much about strategy as it is about execution," Kaye said. "I like taking a hands-on approach. That includes how I think about data when it comes to telling the OkCupid story." One of the first things he did upon joining the comms team was sit down with the data and analytics team and learn how they work. Kaye urges communicators to remember that data can come in all forms, not just numbers. OkCupid obtains much of its data in the form of worded answers. When someone joins the platform, they answer a series of questions that matches them with potential dates based on the compatibility of the answers. Kaye's incorporation of data across all aspects of his comms strategy is a reminder that there's always a story within the data. 70% of OkCupid's earned media coverage in the U.S. included data points from in-app questions.

by Sean Devlin
See full article at Ragan

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Tinder Turns 10: What Have We Learned From a Decade of Dating Apps?

THE GUARDIAN - A decade ago, online dating existed through sites such as match and OKCupid tended to attract older users, and had a stigma. Apps like Grindr (launched 2009), and Tinder (2012) radically changed online dating. Emily Witt, the author of Future Sex, a book that examines sex in the internet age, tells Nosheen Iqbal about the origin story of Tinder, meeting the founders, and why it was such an instant success. Dating apps have grown in response to a culture where people are single longer and a changing sexual morality that's open to different kinds of relationships.

Listen to the podcast here

by Nosheen Iqbal
See full article at The Guardian

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Soaring Prices Are Changing the Dating Game

BLOOMBERG - Surging prices are making it more expensive to wine and dine a love interest, causing daters to reassess their priorities. The consumer price index category for food away from home rose 7.7% YOY, while full-service restaurants climbed 8.9%. Among 3K users on Hinge, 41% said they were more concerned with the cost of dates now versus a year ago, with Gen Z respondents more likely to feel the pressure. "As a result, people are on the hunt for less expensive options," said Logan Ury, director of relationship science at Hinge.

Finding a person who is financially savvy is an increasingly attractive quality. OkCupid daters who said they keep a budget have received 16% more matches and 7% more likes over the past three months than those who said they don't.

by Paulina Cachero
See full article at Bloomberg

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OkCupid and Sweatcoin Data Shows Singles Are Prioritizing Health

OKCUPID BLOG - According to OkCupid and Sweatcoin, the move-to-earn app that rewards users' daily steps with a new-generation currency, daters are opting for healthier date ideas, from hikes to walks in the park. On OkCupid, 87% of 5M daters said they enjoy exercising - and daters who do enjoy breaking a sweat received 26% more matches and 8% more likes over the past few months. 80% of Gen Z and Millennial OkCupid respondents said health and wellness are as important as attraction and chemistry when it comes to a partner.

See full article at OkCupid blog

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