Tinder Ghosts the Stigma of Online Dating
Technology is advancing faster than we can keep up with it and many things that were seen as abnormal are now becoming the norm. Online dating has always been seen as people who were anti social or introverted. Tinder has been able to break the stigma of online dating and actually made it attractive to users and is revolutionizing the world of dating. Tinder is the most successful brand under the Match group which most people are familiar with. The youth contribute to roughly half the subscriptions, and with Tinders new college focused feature "Tinder U," they had a 14% increase of subscribers with their Spring break mode in March. Not only are they having positive feedback with the youth, the company is quickly expanding around the world, and becoming very international. Tinder has reached out into Many new countries including India, where Tinder is the number one dating app and since the arrival of the app, there has been a decline of arranged marriages. In terms of marketing spending, the are reducing their expenses and increasing the traffic of customers from -2% to -3% marketing spending and a growth of 9% subscribers to 16%. Tinder has been very successful is making their brand known and has been able to cut promotion costs and now is looking to further expand and urbanize new cultures.
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