With over 75 million monthly active users across the globe and 55 billion matches to date, Tinder is one of the world’s biggest dating apps. For many people it’s led to romantic success stories, yet for others it’s synonymous with ‘doom-scrolling’, abandoned conversations and the seemingly impossible question of how to sift through hundreds of profiles and find the perfect ‘match’. That’s why Social Research Builders, a Gloucestershire-based organisation which provides accessible research and programme evaluation services to charities and not-for-profits, has created The Tinder Experiment UK. This ambitious research project aims to be the largest study of its kind, with the hope of changing the online dating landscape for good and helping people to find matches in a way that is fun, safe and informed by in-depth research.
The survey is open to all participants aged over 18 across the UK, and it will be circulated online via social media as well as in-person at universities (those aged between 18 and 24 make up one of Tinder’s biggest user groups) and at local venues running ‘singles-events’. It is quick and easy to complete, with questions covering everything from what people look for in a photo and a bio through to how often they ‘swipe right’ – or in other words, say ‘yes’ to potential matches. Responses will be kept anonymous, and the findings will be published online via Social Research Builders’ social media platforms and website.
Since its launch in 2012, the key to success on Tinder has been a much-debated mystery. According to a 2021 study (Tyson et Al), men’s match rate is just 0.6% whilst women’s is significantly higher at 10%. Worryingly, a 2023 study (British Psychological Society) found that spending more time on dating apps can lead to higher stress levels and body image concerns, with women experiencing higher rates of depression and anxiety related to these apps. But with around 5 million people using it in the UK alone, it’s clear that there is a huge demand for Tinder and the numerous other dating apps that have followed. Social Research Builders hopes that their trailblazing research project will shed light on what people are really looking for when using a dating app, generating meaningful statistics and insights that will shape how these apps are used going forward.
Sonia Bielaszewska, Social Research Builders’ Founder, said:
“At Social Research Builders, we’re passionate about using data-driven insights to inform social interactions. Whether we like it or not, dating apps are a huge part of our society yet there’s relatively little research out there about how people use them and what leads to safe, healthy and positive outcomes. We’re on a mission to change that and not only unlock what makes Tinder-users tick, but also to demonstrate how comprehensive impact reporting can have a real influence on our day-to-day lives.”