Love in the Digital Age: Exploring the World of Dating Apps
Client
Tech Company
Tech Company
Sector
Technology, Media & Telecom
Technology, Media & Telecom
Type of service
Opportunity Discovery
Opportunity Discovery
Product Development StrategyOnline dating experiencesMonetization Strategy
The Challenge
At Hatch Studio, we embraced the thrilling challenge of navigating the global dating app landscape for our client’s app store. Our mission: to uncover crucial insights that would refine their strategy and fuel growth. We dug deep into cultural norms in France and the US, explored how users discover and interact with dating apps and dissected the unique value propositions and monetization strategies of various platforms.
We also spotlighted regional trends, showcasing standout apps in APAC and LATAM, and identified niche offerings for demographics like the LGBTQIA community and religious groups. By pinpointing opportunities for enhanced monetization and premium features, we delivered actionable insights poised to elevate user satisfaction and drive exceptional success in our client’s app store.
We also spotlighted regional trends, showcasing standout apps in APAC and LATAM, and identified niche offerings for demographics like the LGBTQIA community and religious groups. By pinpointing opportunities for enhanced monetization and premium features, we delivered actionable insights poised to elevate user satisfaction and drive exceptional success in our client’s app store.
Our Approach
1
Desk Research
We conducted desk research on trends and social norms to understand behaviors related to online dating in France.
2
Diary study
In each country included in this study (USA & France), we conducted a remote diary study with 25 dating app users. The diary study lasted approximately 4 weeks, allowing our team to observe and understand cultural and societal differences in dating attitudes, from dating app discovery through the entire app dating journey.
3
In-depth interviews
After the diary study, we selected 10 participants per market for an in-depth remote interview (60') to better understand app usage, spending patterns and demographics in each market and to gather initial feedback on early mockups.
4
Recruiting
For this study, we recruited a mix of people belonging to each of the following subgroups: Married users, GloYo/Gen Z users, LGBTQIA community, Older users (55 and older), among others.
Outcomes
Our study equipped the client with valuable insights and actionable recommendations to enhance their Online Dating offerings and create a standout experience in their app store.
The global analysis unveiled key opportunities for dating-related features and clarified the unique value that could be delivered to users in France and the US. We provided foundational insights to support the Dating sub-vertical, helping the client uncover new revenue streams, understand user value and develop strategies for delivering distinctive experiences in their app store.
