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Men & Women Differ On Tinder And OK Cupid Post-Vanity Fair

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Wed, 02/09/2015 - 22:56
Ted Marzilli

Three weeks since Vanity Fair’s stinging article about mobile dating, perception of Tinder and OK Cupid have split along gender lines, suggesting a Venus/Mars reaction to the story.

Women’s levels of recommending Tinder or OK Cupid to friends dropped significantly during the month of August when Vanity Fair’s article was published. On the other hand, the two dating brands’ recommendation levels for men were steady leading up to the story’s publication, and then moved up in a positive direction once the piece went live.

Blending the gender data together, Tinder is now at its lowest recommendation levels since the beginning of March, when YouGov began tracking it in its BrandIndex service.

The dating brand with the best recommendation levels is the Facebook friend-friendly app Hinge, trending at a neutral perception level all year long. All other dating brands tracked by YouGov BrandIndex draw more negative recommendation levels than positive, with and eHarmony generating 10% more negative feedback than positive.

  • More people say they are looking for long term relationships and friendships rather than casual sex: For those people who have ever used a dating site, nearly half (49%) are looking for a long-term partner, 46% hope to find a friend and 41% casual dating. A quarter (25%) admit to looking for casual sex. Note: respondents could select more than one option so percentages total more than 100%.
  • Typical members are regular users: Although a quarter (25%) of the people who are using dating sites currently use them once a day, 41% are looking twice a day or more. Most frequent users (>2 times a day) are men (50%) and millennials (48%).
  • Most are OK telling their friends: 63% are comfortable with family and friends knowing an online dating site or app is how they met the person they are dating.
  • But some are continue looking for better options, even once they are in a relationship: 37% of men and 16% of women who are currently in a relationship and have ever used online dating say they have visited an online site since they started the relationship.
  • What do people think are the most serious lies that are told online?:People who are currently online dating think that marital status is the worst thing to lie about (27%), followed by gender (15%) and cheating with your photo (14%).

Omnibus: Total sample size was 1,170 adults, of which 333 have ever used online dating. Fieldwork was undertaken between August 21 - 24, 2015. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+). The margin of error was +/-3%.

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