Infographic Timeline: 10 Years of Tinder
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Infographic Timeline: 10 Years of Tinder

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10 years of tinder

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Infographic Timeline: Ten Years of Tinder

A decade of swiping and over half a billion downloads later, Tinder still leads the market share of online dating apps in the United States at 32%.

What started as a “hook-up” app 10 years ago for college students, is now a mainstream hit that is globally used in 190 countries and 45 languages.

The graphic above highlights key moments that have shaped the app’s success, using data from Match Group’s investor presentations and news reports.

From Hatch to Match: The Early Days of Tinder

The concept of the app emerged when the original founding partners, Sean Rad and Joe Munoz, won a hackathon in 2012. Their collaboration lead to the development of Tinder (originally named Matchbox).

Marketing the app to college students was a strategic decision that quickly gained the interest of millennials. This young demographic had been traditionally underserved in the online dating world, and with the global adoption of smartphones, a mobile-only dating app hit the right spot at the right time.

Monetization began in 2015 when premium features became exclusively available for paid users. Annual revenue that year was $47 million and by 2021 that grew to $1.7 billion.

Match Group acquired Tinder in 2017, with a $3 billion valuation. But at the time, very few could predict the stellar run Tinder would have, having risen to become the top dating app in the world and one of the most popular apps overall.

This surge in popularity is also reflected in the financials — Tinder is just one of the 30 dating apps that Match Group owns, but it represents over 50% of their overall revenues. In addition, Tinder is closing in on generating $2 billion per year.

Tinder's Revenue Breakdown from Match Group

Today, Match Group is worth roughly $17 billion, and by some estimates Tinder is worth around $9 billion, over triple the price of the original acquisition.

Note: Tinder’s value is based on the valuation multiples for online dating companies as well as Tinder’s revenues as a portion of Match Group’s total.

Tinder and Technology

The swipe feature was an integral part of Tinder’s design, and it revolutionized the dating world. Gamifying dating was a novel concept when the feature was introduced back in 2012.

From the 1998 film “You’ve Got Mail” to today’s dopamine-inducing hit of “It’s a Match!,” it’s easy to see the influence technology has on the way we date and mate.

Below is a snapshot of app features that have been driven by technology and culture:

Year Technological FeatureKey Business Focus
2012 The “Swipe” Gamification is the hook
2014Tinder Plus App monetization driven by user experience
2015 Instagram Integration & Facebook “Common Connections”  Network effects
2017 Tinder Gold Power to the user - “Insight to who has liked me”
2019 Traveler AlertPutting user safety first
2020 Panic Button / “Are You Sure?”Putting user safety first
2021 Plus One The pursuit of connections post-covid
2023?Virtual Exploration - It’s a “Swipe Party”Understanding the changing demographic 

The Tinder Algorithm

Rating people’s attractiveness can be a controversial subject. Websites like Hot or Not and Mark Zuckerberg’s Facemash are cringe-worthy reminders of the internet’s past.

During the app’s early development, the discovery of a new match relied partially on the “Elo” rating system to score desirability. Attractiveness was evaluated by how often people swiped. The more selective you were with swiping, the higher your attractiveness was rated within the algorithm.

But now according to Tinder’s pressroom:

“Elo is old news at Tinder.”

Instead, Tinder’s algorithmic criteria for profile discovery depends on the users:

  • Recent activity – members who are sending likes and nopes
  • Profile elements such as the user’s interests
  • Location

Tinder now says that proximity is a key factor in how people match on the app.

The Future of Tinder: A Changing Demographic

Today, as the company attempts to target Gen Z, the company’s revenue growth expectations are more lukewarm thanks to shifting cultural preferences,

And keeping the app relevant to a young demographic requires thoughtful consideration that goes beyond just adding new technological features. According to research organization YouthSight, more than 90% of Gen Z’ers report having frustrations with dating apps.

Only time will tell if technological incentives such as features for the metaverse, or virtual coins that further gamify the dating app, are attractive enough for Tinder to compete against the allures of meeting people IRL.

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Technology

iPhone Now Makes Up the Majority of U.S. Smartphones

Apple’s flagship device has captured a modest 16% of the global market, and Android dominates globally. Why do so many Americans keep buying iPhones?

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iPhone Now Makes Up the Majority of U.S. Smartphones

One of the most iconic tech moments of the 21st century is Steve Jobs, in his signature black turtleneck, holding up a small device: the iPhone. Since that introduction at the 2007 Macworld conference in San Francisco, iPhone has gone on to become a global phenomenon, with over 1.2 billion units now sold around the world.

Today, the smartphone market is a fiercely competitive space.

On a global scale, iPhone has carved out a respectable 16% of the smartphone market. In the U.S., however, the iPhone has managed to win the hearts and minds of more consumers. New data from Counterpoint Research via FT notes that iPhones now make up 50% of the overall installed user base* in the United States.

With a plethora of smartphone brands available to American consumers—and many at lower price points—what is it that makes this brand so popular?

ℹ️ “Installed user base” is a particularly interesting statistic because it doesn’t just track devices that are sold over a given period, it looks at all the devices that are still in use.

 

iPhone: The Apple of America’s Eye

Experts point to a number of reasons why Apple’s flagship device outperforms in the U.S. compared to other markets.

  • Apple has the highest brand loyalty of any major smartphone maker. 9 in 10 U.S. iPhone users plan to purchase an iPhone as their next device.
  • iPhones appear to depreciate at a slower rate than other devices
  • Broadly speaking, consumers in the U.S. have less price sensitivity than consumers in many other countries.
  • Apple has been vocal in their messaging about protecting user privacy and data, and that message appears to be resonating with consumers.

This last point is worth digging into in more detail.

Winning the Privacy War

Personal data protection and cybersecurity have become mainstream concerns in recent years, and Apple has made security a priority.

Of course, security breaches can and do occur, regardless of what device is being used. That said, a recent survey by Beyond Identity indicates that iPhone users were less likely to be victims of security breaches, and were more likely to recover data in the event of a breach.

Infographic showing survey data on security breaches and severity

The survey also points out that iPhone users were less likely to have sensitive data, such as images and videos, credit card information, passwords, and personal data compromised when breaches occurred.

These findings aside, Apple has also been bullish on branding its devices as safe and secure. The “Privacy. That’s iPhone.” campaign launched in 2019, and most recently, Apple has put the data broker industry in its crosshairs through a new series of ad spots.

Simply put: whether or not iPhone is more secure than other devices, Apple has used its marketing muscle to sway public opinion at a time when Americans are focused on privacy. And based on these latest installed user base numbers, that strategy appears to be paying off.

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Misc

The Most Searched Consumer Brands in 2022

From Netflix to IKEA, this map of the world highlights the most searched for consumer brands around the world.

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The Most Searched Consumer Brands in 2022

View the high resolution of this infographic by clicking here.

In today’s fast-paced world, a strong brand is a powerful asset that helps a business stand out in a sea of competition.

What are some of the most popular brands around the world? One way to gauge this is by looking at Google searches to see what consumers are searching for online (and therefore, what brands they’re paying the most attention to).

This graphic by BusinessFinancing.co.uk uses data from Google Keyword Planner to show the world’s most searched consumer brands in the twelve months leading up to March 2022.

Methodology

To source this wide of a dataset, the team at BusinessFinancing.co.uk first compiled a list of well-known brands, using a number of reputable sources including Forbes, the Financial Times, BrandDirectory, and more.

From there, the team created a shortlist of popular consumer brands. This year, they focused on businesses that sell products and services, so some of the big tech companies like Google and Meta were excluded from the 2022 ranking.

Next, the team used Google Ads API to extract search volume data for the shortlisted brands. They looked at a couple of things:

  • The monthly average of searches over the last 12 months for the brand name alone (e.g. “Nike”)
  • Brand name with the corresponding sector added to the keyword (“Nike clothing”), which helped offset the skew in search volume for generic terms like “Apple” or “Amazon”

They did this for every country in the world with data available. Here’s what they found.

The Top 5 Most Searched Brands

While Netflix is the most frequently searched brand in the highest number of countries (92), Amazon takes the top spot when it comes to total search volume.

Here’s a look at the top five most search brands by average global monthly searches:

BrandAverage global monthly searches (March 2022)# Countries Most-Searched In
Amazon335,400,00042
Netflix140,200,00092
eBay80,600,0006
Walmart76,100,0002
IKEA55,300,00014

But a brand’s search popularity doesn’t necessarily reflect that the business is thriving. For instance, in April 2022, Netflix announced it had lost around 200,000 subscribers throughout Q1.

The week of the announcement, Netflix’s stock price dipped below $200—the lowest it had been since 2017.

Smartphones

Apple and its iPhone take the top spot when it comes to smartphone searches, which may be unsurprisingly considering the top five best-selling smartphones in 2021 were all iPhones.

Most Searched Smartphones 2022
View the high resolution of this infographic by clicking here.

It’s worth noting that the top five best-selling smartphones only capture a fraction of the overall smartphone market, and while iPhones are undeniably popular, they only make up 16.7% of worldwide smartphone sales.

Gaming

Epic Games, the creator and platform of Fortnite, maintains its status as the most searched-for gaming brand worldwide, with an average of 14.9 million global monthly searches.

Most Searched Gaming Brands 2022
View the high resolution of this infographic by clicking here.

No other gaming company came close to Epic Game’s search volume. For instance, Nintendo, which came in second place, only averaged 3.2 million searches a month.

However, Nintendo still managed to generate more than $16 billion in revenue throughout 2021, triple the gross revenue that Epic Games made the same year.

Fast Food

KFC was the most searched fast-food company in more than 83 countries, making it the most popular worldwide.

most popular brands by search volume fast food
View the high resolution of this infographic by clicking here.

However, it’s worth noting that, while McDonald’s ranked first in fewer countries, it had a higher global monthly search average than its fried chicken competitor.

In 2021, KFC generated approximately $2.79 billion in global revenue, while McDonald’s brought in $23.2 billion.

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