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Dating apps expect to feel more pandemic love as COVID surges

Tinder use soared alongside other popular dating apps during the pandemic and is expected to continue to grow.

It may not come as a surprise that dating app use surged during the pandemic when many had to swap the benefits of in-person dating for on-screen connections. Bumble revenue swelled to $337.2 million in 2020 compared to $275.5 million, Hinge revenue tripled in the same period and Tinder users broke two records from January to March of 2021.

What may be more intriguing, however, is that many apps anticipate more growth into 2022. Hinge expects to double its revenue by the end of 2021, while Tinder has announced several new features to meet new demands in time for what some are calling a "third surge" of COVID-19.

Vaccinated Austinites who had been eager for "Shot Girl Summer"—a season of in-person dating, going out and making up for time lost—may have to get back on the apps, at least partially, as cases rise higher than they've been since February and mask recommendations reenter the picture.

Austin-area resident Chloe Mohr, a 22-year-old recent college graduate, had sometimes used Tinder before the pandemic. While the app wasn't a supplemental replacement for deeper connections during stay-at-home orders, it did help her stay in the dating game and continue meeting new people.

"Using dating apps during the pandemic was easy when wanting something casual or entertaining," Mohr, who now works in marketing, said.

Chloe Mohr turned to Tinder more during the pandemic to stay connected to people. (Chloe Mohr)

Sixty percent of members came to Tinder because they felt lonely and wanted to connect with people, a Tinder study revealed, and chats were 32% longer during the pandemic.

But dating during a pandemic is no walk in the park when there's fear about contracting COVID, Mohr said. She had fears at the beginning

Tinder, Bumble, Hinge and OkCupid have responded to the new dating criteria, adding vaccination badges to profiles in partnership with U.S. and British governments.

In order to meet the demand for a stricter screening process and the superficial nature of swiping, Tinder has also introduced new features that allow users to add videos to their profiles and chat with others before they've even matched.

The new add-ons could be beneficial for the app as interest continues to swell—Google searches for "dating" have hit a five-year high, according to NPR.

But the future of dating could be vastly different—and stay different—even well into the next decade.

According to a Ypulse study, 43% of dating app users said the apps made them feel less lonely in the pandemic. Even post-pandemic, 40% of Tinder users say they plan on video-chatting with their matches before they meet, and being honest, authentic and respecting boundaries have become big talk on the app in the past year.

While it's unclear how the pandemic will shape dating for good, signs show that Austin residents and those nationwide may lean on dating apps once again if social distancing returns to the norm.

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A big announcement from Austonia

Howdy, and happy holidays.

I have some big news for you.

Austonia is now part of 6AM City, a fast-growing network of hyper-local newsletters across the country.

I’m proud to be telling you this, because 6AM City’s mission is very much like Austonia’s — a daily morning update on events, things-to-do and news, with an underlying mission of community building in the cities they serve.

If you’re not already subscribed, 6AM City’s Austin newsletter is called ATXtoday. One of its city editors is Laura Figi, who you’ll remember for her previous great work on Austonia’s newsletter.

I’ve been reading ATXtoday every day since it launched last year.

Starting this week, you’ll receive ATXtoday every morning and I’m confident it will become part of your daily wake up routine. Be sure to add to your contact list (how to do that here).

Meantime let me thank you for your readership and support of Austonia, and convey my wishes for a great holiday season for you and those close to you.

Thank you,

Mark Dewey

Austonia CEO

Tito's releases (not so?) ugly sweater line for the holidays, profits to charity

Tito's Handmade Vodka

Show your love for Tito's and for the community this year with a wide selection of not that ugly, uglyish, ugly, uglier, and ugliest holiday sweaters.

There's lots choose from, and plenty of accessories like scarves and socks, plus gear for your dog, too.

All of the items can be purchased online or at the Love, Tito’s Retail Store in Austin, TX. 100% of all net proceeds from online or in-store purchases go to one of the nonprofits we’ve teamed up with.

Click here to see the entire collection in the Tito's store.