Growing Disenchantment Among Users Towards Dating Applications
Tap into Real Love, Not a Fleeting Connection
Online dating has transformed the way people find romantic partners, yet the charm seems to be wearing thin. Recent data shows that some of the biggest dating apps in the UK have lost over a million users combined last year, hinting at frustration and boredom with the digital matchmaking game.
Research conducted by my coworker and me indicates that these users are weary of the inattentiveness and shallow interactions prevalent on these platforms. And it's not just the users; even researchers like myself are growing concerned about the AI used by these apps prioritizing short-term engagement tactics over fostering meaningful relationships.
In contrast to the earlier online dating websites, these new dating apps heavily rely on opaque AI algorithms based on simplistic engagement metrics such as number of swipes, frequency of messages, and time spent on the app, rather than a genuine path to compatibility. The result? A slew of unfulfilling, superficial connections that don't result in real relationships.
The dissatisfaction among users tends to progress through four phases:
- The first phase is often referred to as the "boredom cycle." This general dullness sparks many daters to swipe and chat, but the ensuing conversations turn into tedious and uninspiring exchanges, feeding the boredom and causing its spread throughout the entire dating app network.
- After the boredom sets in comes a general sense of dissatisfaction, as users become apathetic from regular ghosting (sudden discontinuation of communication), flaking (last-minute cancellations), and dull message exchanges that don't lead to actual dates.
- This leads to a third stage of "algorithmic distrust." At this point, users begin to question the motives of the dating app algorithms, suspecting they're primarily designed to promote in-app purchases rather than genuine connections.
- Finally, "communication exhaustion" sets in. Daters wearily swipe and text, feeling trapped in an empty experience that drives many away from the platforms altogether.
But is it the concept of digital dating to blame, or the methods used by the industry? Back in the day, dating websites were transparent about their attempts to establish authentic connections, often through detailed compatibility quizzes or personality assessments. For example, OkCupid.com (established in 2004), asked users a range of multiple-choice questions, then went even further by allowing users to specify their ideal answers from potential matches.
Fast-forward to today, and dating apps like Tinder, Bumble, and Hinge favor less transparent algorithms with an emphasis on simplistic engagement metrics, making it harder for users to make genuine connections.
However, it's not all doom and gloom. Research on human-AI joint decision-making suggests that when people interact with an imperfect AI system, understand their behavior patterns, and receive feedback about the system's response, they can help correct errors. While this research initially focused on financial decisions, dating apps could take a similar approach by offering personalized insights about their impact on the AI's algorithms.
This is something that no dating app currently does. They offer filters for age, location, and ethnicity but employ AI to create "revealed preferences" based on a user's in-app behavior, like the number of right swipes or messages exchanged. These "revealed preferences" heavily influence the types of profiles the AI suggests. However, this can limit users' potential dating pools, as they may be shown profiles that don't align with their actual preferences.
To combat this issue, dating apps could adopt a return to the transparent match-making principles of earlier online dating websites while benefiting from modern technology. For instance, they could offer personalized insights into how the AI interprets user behavior, such as swiping and messaging patterns. They could also empower users to adjust filters related to values, interests, and personality traits to further improve compatibility.
As users grow more discerning and demand better online dating experiences, the industry stands at a crossroads. Will it continue to prioritize superficial, short-term engagement metrics, or will it embrace transparency and focus on fostering authentic connections? The platforms that can adapt may very well spark a new wave of love stories among users seeking real connections.
(Author: Anh Luong, Assistant Professor of Business Analytics, Warwick Business School, University of Warwick)
(This article is republished from The Conversation under a Creative Commons license. Read the original article.)
Data-Driven Insights:
- AI and Engagement: Dating apps favor AI algorithms based on engagement metrics, prioritizing features like frequency of swipes, messages, and time spent on the platform. These tactics, however, often lead to superficial connections rather than fostering meaningful relationships.
- Transparency and Feedback: Offering users insights into how their behavior influences algorithmic decisions, as well as providing feedback mechanisms, can help build trust and encourage more intentional interactions, ultimately leading to more substantial matches.
- User-Driven Preferences: Allowing users to set preferences based on meaningful characteristics, such as shared values and interests, can help create more well-rounded matches, as opposed to relying solely on demographic filters.
- "Revealed Preferences": Dating apps currently use AI to create "revealed preferences" based on users' in-app behavior. This can potentially limit users' potential dating pools if the AI suggests profiles that don't align with their actual preferences.
- Community and Social Features: Creating in-app communities based on shared interests or hobbies, or organizing real-life events, can foster organic connections outside of algorithm-driven matches, leading to more authentic relationships.
- High Costs: Given the economic pressures on daters, offering affordable or free features can help attract and retain users who may be deterred by high costs, making online dating more accessible to a wider audience.
- The overwhelming reliance on technology and AI in dating apps might inadvertently prioritize superficial connections, leading users to seek genuine "lifestyle" changes to cultivate meaningful relationships.
- As people become more disillusioned with existing dating platforms, future iterations of online "relationships" may focus on transparency and user-driven preferences to build trust and foster authentic connections.
