Wednesday, 10 February 2016

Dating Apps

Technology is fundamentally changing the nature of relationships all over the world. The online dating industry is a 
$2 billion powerhouse growing at a rapid speed, fuelled by dating apps such as Tinder, Truly Madly and OkCupid.
A study by Pew Research Centre says that people’s attitude towards online dating is on an upswing. Only a minority view online dating skeptically.

Those out to play the mating game love these virtual toys as the location based mobile apps virtually put every single person within a certain geography at their finger tips. Come on, regardless of one’s relationship status, who wouldn’t want to know all the eligible hunks and sexy sirens in the neighbourhood?

Influenced by the growing chatter on the Internet I downloaded one of these heaven sent marvel to satisfy my curiosity and was absolutely gobsmacked by the ease and simplicity with which one can choose a potential mate. Based on the principles of gaming, these apps have been designed to keep people hooked on for hours. They provide a high to the users as the brain releases dopamine - a kick ass chemicals in the brain that makes one feel happy every time there is a positive affirmation. Not to forget the reward - opportunity to have at least one casual encounter for every mindless minute spent.  

Call me archaic if you will, but I am not a huge fan of these apps. I think these are just temporary entertainment of mindless and superficial date selection. I just can’t get my head around to the fact that why would anyone want to be a thumb swept sexual conquest? (Sorry, but that’s what it finally boils down to.) I have grown up believing that fun of the hunt is in the chase. The instant gratification of a right swipe, bereft of any emotional intimacy leaves me cold.  

Fans of these apps rave about the 'huge opportunity' of meeting people who they would like to casually hook up with / date/ get into a relationship with. But my humble point to those blocks is that an ‘opportunity’ is supposed to be exciting because its rare. With options aplenty, is it really an opportunity?  

Regardless of how I feel about it, in this techno-sexual era, mobile app based casual hook up is a part of mainstream culture and is here to stay. I should just accept it, wear my marketing hat and get busy thinking of ways to leverage this 'huge opportunity' for my brands.  

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