Frustrated by social distancing and home quarantine, people are taking satisfaction in things that require decisive action. We explore the insights behind this, and how dating app Flutter is meeting this demand with a built-in time limit for talking to potential matches, helping people regain a sense of control at a time of uncertainty.
With a set user time limit of just six hours each Sunday and potential matches that disappear at midnight, Flutter is designed to get people to make quick decisions when it comes to dating. By giving would-be daters the knowledge that if they don't act within its time frame, the connection is lost, the aim is to prompt people to act or miss out. And with ‘stay at home’ orders giving people ample time to think, it’s proving very popular. “We have seen a 23% increase in weekly users, a 53% increase in weekly matches, and a 78% increase in weekly messages,” says co-founder Teddy Jungreis. Responding to the uptick in users, Flutter has launched a COVID-centric feature linking people up with ‘Social Distance Date Nights’.
With as many as 75% of single people preferring to meet their match in real life rather than on a dating site or app, online dating has gotten a bad rep for reinforcing swipe fatigue and giving rise to things like catfishing. Indeed, a recent survey by The Manifest found that 93% of online daters users have deleted a dating app at least once in the past six months. Responding to people’s desire for a greater sense of personalisation and spontaneity from dating apps, OK Cupid’s ‘Ask Yourself’ campaign gets users focusing on the big questions and Bumble, has introduced video calls to make online dating feel more IRL and transparent from the get-go.
Yet while people may bemoan the hit-and-miss awkwardness of digital dating, there's little choice while in lockdown. In fact, 82% of singletons are going online as they self-quarantine in their homes, and virtual dating is on the up: recent research suggests that video 'pre-dates' are now preferred over meeting in person. Plus, with breaking up over Zoom - aka “Zumping” - becoming a new less-than-romantic reality, experts predict the future of online dating is set to transform off the back of COVID-19.
Leaning into this, Hinge’s latest in-app message reads: “70% of Hinge Members would be up for a phone or video call right now. No pressure, just keep it short and fun!” With mindless swiping only likely to heighten isolation woes, people are looking for apps and brands that can adapt to the current sense of inaction and boredom felt by many by providing them with a greater sense of control, connection, and fun.
Matilda Ruck is a Junior Behavioural Analyst at Canvas8. She has a degree in Politics and Philosophy as well as a foundation in psychotherapy and is passionate about exploring the interplay between creativity, psychology and culture. Outside of work, you can find her writing short stories, tending to her ginger cat Thomas O’Malley or oscillating between yoga and karaoke practice.
