Bumble’s Shares Drops as Gen Z Stop Dating

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The dating app’s stock plunged 14% on Thursday as a result of the app’s Gen Z users’ decision to not renew their subscriptions. Love hurts but being broke is absolute torture.

Is it a Question that You’ve been Asking Yourself?

In comparison to the conventional meet-cute, dating online was once viewed as unromantic and even shameful. However, in the last ten years, other online dating platforms have emerged, including the niche platform Bristlr. Thirty percent of US individuals have used online dating, according to Pew Research and of them, 12% have gone on to form committed relationships.

However, due to the rising costs of essentials like groceries, gas and restaurants, casual dating is becoming unaffordable for many, especially the young. Over 40% of 3,000 Hinge users surveyed this summer expressed anxiety over the escalating expense of online dating, with members of Generation Z reporting the greatest financial burden.

CEO Whitney Wolfe Herd stated in a conference call that some of Bumble’s users were experiencing “more pressure” on their disposable income as a result of the economic slump. Investors have deserted the stock and other dating services this year, sending shares down 38 percent so far.

Is it a question that you've been asking yourself

Shares of parent firm Match have fallen 65% year to date, despite the fact that Tinder’s paid subscriptions grew by 7% internationally in the third quarter.

Wolfe Herd was the vice president of marketing at Tinder (and may have been the one who came up with the name for the app) until she left the company suddenly in 2014, at which point she filed a lawsuit against the company for s*xual harassment and received a $1 million settlement in addition to stock in the company.

Bumble, which she co-founded with a few other former Tinder employees, is currently valued at $4.58 billion. While money can’t buy happiness, it can help get a business off the ground.

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The author’s views and opinions are their own and may not reflect those of Nasdaq, Inc.

The author's views and opinions are their own and may not reflect those of Nasdaq, Inc.
The author’s views and opinions are their own and may not reflect those of Nasdaq, Inc.

New dating applications are on the scene for the generation Z that is now ready to move on from Tinder. Steven Coyle was using his phone to find a date for Valentine’s Day, but he wasn’t on Tinder.

The 26-year-old Las Vegan used the Snack app to watch clips of ladies performing for the camera or simply walking down the street while lip-syncing to their favorite songs.
She strikes him as entertaining. He clicked the love icon next to the word “like.”

Coyle had stumbled upon Snack an app that touts itself as “TikTok meets Tinder,” just a few days previously. It’s one of several new dating apps aiming to attract members of Generation Z many of whom have expressed dissatisfaction with the services that have dominated the online dating scene for the past decade.

These include the likes of Bumble, Hinge and most notably Tinder the service responsible for popularising the “swipe to match” interface.

Want to find true love with someone who understands you because you both have the same Myers-Briggs type or enjoy the same genres of video games? You might be interested in seeing a fuzzy picture of your potential date that sharpens as your conversation progresses. There is an abundance of possibilities.

In the United States, heteros*xuals are more likely to find a spouse through online dating than through any other method. While only 22% of such couples in 2009 met online, 39% did so in 2017. Pew Research Center found in 2019 that over half of all adults aged 18 to 29 have used a dating app at some point.

Bumble reported a 70% increase in video calls and Tinder achieved 3 billion glances each day in March 2020

Tinder Surpassing Bumble Dating App
Tinder Surpassing Bumble Dating App

Chief Executive Officer of Snack Kim Kaplan remarked, “I believe it’s extremely strong – people say opposites attract,” in reference to the fact that using a dating app might let you meet people who are completely different from your usual social group.

To attract a younger demographic of daters, Snack ditched the traditional swipe in favor of a heart button or a message system. Attempting to swipe throws up the hilarious error notice “swiping is old af.”

“Swiping is 10 years old now,” said Kaplan, who was one of the first workers at Match.com and involved with the dating software Plenty of Fish, which eventually was sold for $575 million.

That’s not the only thing that’s been updated, though. Users submit TikTok-style videos instead of images, there’s no area for a bio and you can even upload films to an Instagram-style “story” that people can view when you match with them.

It was mostly inspired by the popularity of TikTok, where Snack runs ads. Kaplan was reading through the app one day in early 2020 when she came across a video of a woman introducing herself with her name, age and star sign. She captioned the photo with the hashtag “#single.” Kaplan realized that she had uncovered the “underbelly” of dating that was already happening on TikTok.

She pushed for input from her millennial workforce and investors when creating Snack.
The majority of their generation she was told only used swiping apps because they had to, preferring to quickly shift the conversation to a more informal social networking platform like Instagram or Snapchat.

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The startup is following in the footsteps of Tinder’s early days by promoting itself heavily on college campuses, with the majority of its users concentrated in the states of California, Texas, Florida and New York. App users must be between the ages of 18 and 35 to download it.

Final Lines

Here we talked about why is bumble losing most of its audience and why are younger interested in Tinder now?

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