People who are blessed with good looks are what’s keeping swiping style dating apps in business. The rest of the users are what the industry calls a shareholder requirement. With over 70% of dating app users men and with the remaining women; a staggering 90% of these go for the top 10% good looking men – so the figures speak for themselves.
Everything on dating apps revolves around statistics and margins. The average person over 35 years old is the golden goose of a customer and they cost approx €25 to get them to download the app and another €15 to get them to a point within the brand to make a decision to pay the monthly fee. The average monthly fee for a consumer of this caliber is €54 per month, so the profit margins are huge once the customer stays over the months ahead. The dating apps know the statistics of people finding and interacting with people through their network so the only thing they focus on is to keep giving everyone “hope”. But they know the facts that if a user is lower than a 4.5 out of 10 in looks, then statistically they will never match with anyone and there is nothing they can do except hope the user stays paying month after month “hoping”.
Hope makes money and dating app companies know this all too well. The majority of dating apps around the world are owned by two major dating conglomerates who have shareholders to answer to. The main dating figure which every shareholder wants to read in the quarterly outlook is the growth in paying users. They don’t care about if the customers are happy or if they found someone to like, they only care about growth and money. Which is wrong on so many levels. To equate this to sugary drinks where the EU intervened and demanded all to reduce sugar content due to the level of obesity in the community, dating apps should be forced to focus on users’ wellbeing and self worth in a direct bid to help all find love.
Now that the majority of singles look online to find someone, the entire world should wake up and ask themselves “are we shooting ourselves in the foot here” with regards to stating that swiping based on looks is the right way forward.