Dating Apps User Experience/Brand Perceptions Study

 

Background

Our client wanted to better understand the experience of Dating Apps users and their perceptions of the various brands in the market. We reached out to users of dating apps in 5 markets – India, Thailand, Indonesia, Taiwan, and Germany. Our client could then identify opportunities and areas of improvement within each of these markets.

Research Objectives

We wanted to find out the following from the users of dating apps:

  • Priorities in life/ life goals and aspirations
  • Social lives and dating 
  • Perception of dating apps, and sources of information on such apps
  • Experience with perception of top dating apps

Approach

Due to the sensitivity of the topic, In-depth Interviews (IDIs) were used. These respondents constituted of a mix of different app usage, demographic profiles and app usage motivations.

Then, analysis was done for each country, and a comparative analysis was done across all countries. This provided us insights on similarities and differences across markets.

Findings

  • Goals and Aspirations: Users have broadly similar life goals and aspirations in terms of financial and social needs
  • Social lives and Dating: Users generally have multiple social circles of friends and acquaintances which they socialise with through various social activities and social media and communications media
  • Perceptions and Information Sources: Dating Apps are viewed as a more convenient and efficient means of meeting new people to form romantic relationships compared to social media apps or traditional means of meeting new people. However, such apps have high presence of fake profiles which creates security concerns for users
  • User Experience and App Features: Users generally like user verification features, which reduces the probability of encountering fake accounts

Application

We then came up with the following recommendations for our client:

  • User verification: Removes uncertainty associated with fake accounts, and ensures a level of security
  • LinkedIn sign up/log in: Increases the authenticity of the users, hence increasing the level of trust
  • Wider Range of Payment Options: To cater to Asian users who may not have access to credit cards
  • Customisability of Packages: Lower the cost of usage of preferred features for users
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