Navigating the age of promiscuity: what brands can learn from Tinder
Regardless of what it says about our ever-shortening attention spans, brands would do well to learn a thing or two from Tinder addiction, writes PHD Australia’s Mitchell Long.
As a millennial, it’s safe to say I’ve swiped my way through the perils of dating apps (usually while eating my morning fix of smashed avo on toast). Every day there are 1.6 billion swipes on Tinder, leading to 26 million matches, and resulting in 1 million dates per week… that’s a lot of exhausted thumbs, to say the least.
The rise of dating apps in the mainstream is set against broader trends in Aussie relationships. In the past 20 years, marriage has declined 15.5%, and those who do marry are doing so at an increasingly older age.
Meanwhile, studies also show the number of sexual partners Aussie women report having in their lifetime has increased over the past 10 years, as double standards erode between the sexes.
I’d swipe right on you 😉
Sorry Mitchell, the shorter attention span is a myth:
https://twitter.com/faris/status/952936971927769088
Our brains have been wired as is for 70,000 odd years. They haven’t evolved in the last 20.
20,000 years ago humans didn’t have multiple digital devices competing for their time. If you read the study ““Heavy multi-screeners find it difficult to filter out irrelevant stimuli — they’re more easily distracted by multiple streams of media,” the report read.”
It’s not that our brains have changed, just that we are reacting to the environment.
Boredom/stimulus thresholds have, generally speaking, decreased.
I don’t have anything peer reviewed on hand to support that statement though.