Hinge (app)

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Hinge
Initial release2012; 8 years ago (2012)
Operating systemiOS, Android, Windows Phone
Websitehinge.co

Hinge is an online dating app founded by Justin McLeod in 2012.[1]

The app uses connections to Facebook friends to facilitate connections.[1][2] It has sought to be identified as more attractive to a younger demographic than Match.com or eHarmony. It also was designed to be less superficial than Tinder, dispensing with Tinder-like swiping and using the slogan "the relationship app".[1] The app has a "Your Turn" feature designed to remind a user to continue a conversation, decreasing ghosting.[3] The company released Hinge Matchmaker in September 2017 to reinvent online dating for "people that missed out on the dating app craze".[4]

Match Group, which owns numerous dating apps such as Tinder, made investments in Hinge as early as September 2017.[5] On June 20, 2018, Match Group acquired 51% ownership of Hinge,[6] with the right to acquire all the remaining shares within the next 12-month period, which it exercised.[7] Match Group owned 100% of Hinge by the first quarter of 2019.[8]

One of Hinge's competitors is Facebook Dating, which like Hinge includes prompts and questions to answer and display on one's profile. In both apps, one expresses interest in a potential match by liking the person's profile or commenting on a photo or other aspect of the person's profile. Unlike Facebook Dating, Hinge charges for additional features and matches.[9]

Hinge's marketing focuses on how the app is "designed to be deleted", with its mascot, Hingie, getting roasted in a campfire, encased in ice in a freezer, run over by a cab; flattened by an air-conditioner, etc.[10]

See also[edit]

References[edit]

  1. ^ a b c Markowitz, Dale (September 29, 2017). "Hinge's CEO says a good dating app relies on vulnerability, not algorithms". The Washington Post.
  2. ^ Beck, Julie (October 25, 2016). "The Rise of Dating-App Fatigue". The Atlantic.
  3. ^ Perez, Sarah (December 20, 2017). "Dating app Hinge rolls out a new feature to reduce 'ghosting'". TechCrunch.com.
  4. ^ Miller, Theo (September 22, 2017). "Hinge Matchmaker Expands Online Dating Craze". Forbes.com.
  5. ^ "Match Group Expands Portfolio With Dating App Hinge". Nasdaq.com. June 20, 2018. Retrieved June 23, 2018.
  6. ^ Carman, Ashley (June 20, 2018). "Tinder parent company buys anti-Tinder dating app Hinge". The Verge. Retrieved June 23, 2018.
  7. ^ Chang, Lulu (June 22, 2018). "Tinder's parent company Match Group swipes right on Hinge". Digital Trends. Retrieved June 23, 2018.
  8. ^ Perez, Sarah (7 February 2019). "Match Group fully acquires relationship-focused app Hinge". TechCrunch. Retrieved 2019-04-15.
  9. ^ Leskin, Paige. "Here are all the features that Facebook Dating offers to woo millennials away from rivals like Tinder, Hinge, and Bumble". Business Insider.
  10. ^ "Hinge, the new dating app designed to be deleted | IOL". www.iol.co.za.

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