In search of these and other answers, Stephanie Better, Alejandra López, and Melissa Nogués conducted a research project on online dating services as a requirement for earning their Specialization Diploma in Marketing Management.
The study employed a qualitative methodology involving “users, former users, and non-users” of dating platforms, as well as interviews with professionals in the field.
The graduates are currently conducting quantitative research to explore the topic in greater depth.
According to their research, the use of dating apps—whether for romantic or sexual encounters—has grown significantly both in Uruguay and around the world.
According to the 2014 "Profile of the Uruguayan Internet User" report by Grupo Radar, 22% of internet users said they had looked for a partner or friends online in the past month.
Despite this growth, these networks are controversial, given how quickly connections are formed and how easily they can be discarded.
The consumer segment analyzed in the graduation project consisted of men and women belonging to the millennial generation—that is, individuals born between 1981 and 1997, according to the definition provided by Pew Research.
We chose millennials because they are a generation that adapts easily to technology (…) and is representative of the use of these services
The first thing that struck them was the number of people they were able to find to interview and share their experiences, since they had initially thought it would be more difficult.
The online dating platform most frequently mentioned by respondents was Tinder, followed by Happn. However, users and former users also mentioned others, such as Kickoff, Badoo, Twoo, and Bumble.
According to their research, these services are considered successful given the number of in-person meetings that result from them.
According to data cited in the thesis, the CEO of Glubers—a platform launched in Uruguay in early 2016—states that 15% of matches lead to a date, while Tinder has already generated more than 10 billion matches, and more than 5 million chats are exchanged daily among users who meet through the app.
The controversy these social media platforms generate
The speed with which relationships are formed and ended is one of the most controversial aspects of using these dating apps, according to the experts interviewed during the study.
This is the view of psychologist Mariana Álvez Guerra, who believes that these services can turn people into consumer goods—judged solely on their appearance and discarded at the first sign of failing to meet expectations.
It’s a catalog of people, which leads to superficial relationships. You meet someone through the app, you don’t like them, and it’s easy to stop talking to them because you haven’t established a connection yet.
In any case, psychologist Roberto Balaguer, an expert on social media, argues that the Internet is just another way to start a relationship that doesn't make users feel guilty.
The main obstacle to the adoption of these platforms in Uruguayan society is their size; unlike in large cities, people may come across acquaintances on social media or individuals with whom they share social circles.
“While it makes it easy for you to find someone and recognize them, it also acts as a deterrent. The larger the population, the more people let their guard down and take refuge in that sort of anonymity—which is exactly what these networks are designed for (…). The fact that we all know each other is a barrier,” the expert stated.
Balaguer also argued that these dating networks “are based on a very human need for sex, a partner, companionship, and a way to cope with loneliness”; and Daniel Gómez, CEO and co-founder of Glubers, stated that: “In a way, people are really trying to solve the major problem of feeling alone in their lives or having just broken up with their partner.”
In any case, Stephanie, Alejandra, and Melissa found through qualitative interviews that these dating apps offer certain advantages, such as saving time and convenience. As Roberto Balaguer explains:
I think they act as intermediaries who make things much easier and cut down on the time it takes.
Just think: if you didn't have to go out dancing or to a club every night, you could meet just as many people as you could through an app. So, it's much easier. It lets you reach far more people than you ever could in person. It expands your reach tenfold, even a hundredfold (...) What happens next is up to you.
Image is key
Physical appearance is a key factor; it’s the first filter for starting a chat and building a connection. This differs from the original approach of dating sites, where chats were initiated based on users’ interests, with physical appearance and attractiveness taking a back seat: “Back then, on apps, it was a deeper connection; people were drawn to who someone ‘was’: ‘I fell for so-and-so because of the way they spoke, and then we decided to send each other a photo,’ and even if they weren’t what you expected, you’d already built a certain connection. Now you don’t build anything: you say ‘yes-no,’ ‘yes-no’—it’s a catalog,” Balaguer stated.
The CEO of Glubers stated:
Basically, we’re just a showcase of people where it’s all about “buy or don’t buy,” “like or don’t like”—literally—and we lose sight of what’s truly inside people
Several users of these apps admitted to feeling a sense of power and enjoyment when rating the photos: “You feel powerful—I’m not going to lie—it’s like playing God,” “…I feel omnipotent,” “Looking at the photos is the best part, I think; it feels like you’re choosing from a catalog—it’s funny,” were some of their comments.
However, some former users criticized this experience. One of them said: “I found it boring because in a single day you can see so many people, and you’re judging people by their looks—whether they’re attractive or not—to start a conversation, and maybe you’re missing out on talking to a lot of interesting people who might not have such a pretty face but might be more like who you are or what you’re looking for as a person, and that’s what these kinds of apps are all about: you judge solely on physical appearance and have no other choice.”
Gender differences
There are differences between women and men when it comes to using these platforms. First of all, men are more likely to use them, and there are more male users. “Typically, on a standard dating site, the percentage of men is three times higher,” said Daniel Gómez.
“On the other hand, ‘for women, it’s more of a taboo to talk about the subject because of all the stereotypes out there—that if she uses it, she’s loose or desperate—whereas a man in that situation doesn’t face as much prejudice within his social circle,’” Melissa said during the interview.
Another difference is that “women need to chat a lot more online before meeting in person,” Stephanie said. “It’s usually the man who suggests going out,” Melissa added.
In addition, men have a much higher approval rate: “According to Glubers’ co-founder, ‘A man views roughly 100 profiles a day, while a woman views at most 20.’”
"In contrast, the women in those 20 profiles only like a maximum of 3 or 4 guys, while the men usually like almost all 100 girls."
“On the other hand, it turns out that women tend to use these platforms more to meet new people, socialize, and eventually form a couple, while men are more likely to seek casual encounters,” the graduates noted in their thesis.
Another way to meet people
These tools have positive aspects, such as “the feeling of being chosen (receiving likes) and having the ability to choose among potential suitors (giving likes), which boosts young people’s self-esteem.”
These tools work in the dating market for the purposes for which they were created because they lead to in-person meetings, the graduates noted; after that, it’s up to each person to decide how to move forward with the relationship. They pointed out that they couldn’t find any statistics on the number of couples that have formed through these apps because the apps are only used for making initial contact; users then move on to other platforms like WhatsApp, and over time, the trail of those connections is lost.
“Beyond the mixed opinions these apps generate, they offer another way for people to connect,” she said. “It really depends on the situation. If you’re shy or very busy, they can help you interact with others you might not otherwise meet because of your routine or personality. But if you look at it on a broader scale, they can lead to superficial relationships. You have to assess each situation,” Melissa said.
“Before writing my thesis, I was more opposed to the idea, but now that I understand the motivations and benefits better, I think they can be useful tools,” he concluded.