Tinder’s struggles to attract younger users come as Gen Z singles look for apps that aren’t as focused on physical appearance. Tinder has been trying for more than a year to attract younger users. It released a version tailored for college students in the fall, then rolled out a version targeted at people between the ages of 18 and 24, called Tinder Gold, earlier this year.
Tinder Gold has the same features as Tinder. Users can swipe through and like profiles like they can on Tinder. But Tinder Gold members get some extra perks, including the ability to like profiles without the app being open.
Tinder Gold also has an extra feature called Super Likes, which allows users to signal to other users that they like them. Unlike a regular like, Super Likes get special placement on the user’s profile and come up first on the user’s profile.
It’s unclear whether Tinder Gold, launched less than a year after Tinder’s version for college kids, has attracted enough new users. Tinder wouldn’t say how many people are using Tinder Gold, but noted that the app has more than five million users and that 30 per cent of people are 18 to 24. Tinder still dominates the online dating and dating app market, with 50 million users globally and 12 million in the U.S.