Tinder is today introducing a new way for users to access the platform with the launch of Tinder Online, a web-optimized version of the dating app so people can Tinder at their desktops.
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In a large-scale experiment conducted through a major North American online dating website, a team of management scholars from Canada, the U. and Taiwan examined the impact of a premium feature: anonymous browsing.
Out of 100,000 randomly selected new users, 50,000 were given free access to the feature for a month, enabling them to view profiles of other users without leaving telltale digital traces.
Head of Product at Tinder, Brian Norgard, says that Tinder Online is meant to serve users in emerging markets who don’t have enough storage on their phone (the app is 128MB on i OS) or a big enough data plan for Tinder’s image-heavy feed. Tinder has always been a native mobile app, first on i OS and then on Android.
It’s also meant to offer Tinder power users the option to do their swiping and messaging on desktop, which is far easier on power users than a mobile app. Now you can toggle between spreadsheets and Super Likes in a flash. But the company now serves 196 countries across the world, and is learning to be flexible when it comes to giving people options about how they use Tinder.
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This was especially true for female users: those with anonymous browsing wound up with an average of 14% fewer matches. Women don't like to send personal messages to initiate contact, explains Jui Ramaprasad, an assistant professor of information systems at Mc Gill University's Desautels Faculty of Management.