NEW
YORK, May 14, 2024 /PRNewswire/ -- Hinge is
leading the charge against dating burnout by testing Your Turn
Limits, a feature designed to increase daters' focus on quality
over quantity of matches by limiting unanswered messages. This
first-of-its-kind feature encourages daters with eight or more
people waiting for a response to either reply or end a conversation
before they can start new connections.
Extinguishing Dating Burnout
In a recent study
conducted by Hinge researchers, 44% of daters cite lack of
responsiveness as a top dating challenge. Inspired by this
insight, Hinge is testing a limit on the number of "Your Turn"
messages a dater can have with the goal of setting up more dates
with conversations that are heating up, and giving daters
clarity with those that are cooling down. As a result, Hinge users
with eight or more people waiting for their response will have a
decision to make: reply, or end the chat in order to continue
sending and receiving additional likes.
"With the launch of Your Turn Limits, we're testing a new way to
help our users focus on quality over quantity – keeping
intentionality at the core of their dating experience," said
Justin McLeod, Founder and CEO of
Hinge. "We've heard from daters how they're feeling overwhelmed,
distracted, and, simply put, burnt out. To help alleviate these
challenges and get people on more great dates, we're continuing to
identify innovative solutions like Your Turn Limits."
Refocusing On Connections
Hinge's research found that focusing on fewer chats at a time leads
to quicker responses, which increases the likelihood of dates.
In 2023, Hinge matches where the first message was responded to
within 24 hours were 72% more likely to result in a
date.
Every feature we test is intended to get daters to a place where
connections happen – on great dates," said Stéphane Taine, Chief
Product Officer at Hinge. "In today's dating world, it's become far
too normalized for people to send likes liberally and leave their
conversations sitting, leading to feelings of dating burnout for
people seeking relationships. With the Your Turn Limits test, we're
encouraging daters to keep the momentum going with their current
conversations or properly close out a conversation to give the
person on the other side the closure they need to continue their
dating journey."
As the dating app designed to be deleted, Hinge is continually
exploring research-backed features to get people off of the app and
out on great dates. In 2017, Hinge first introduced the 'Your Turn'
feature as a way to remind daters when it's their turn to reply to
someone and reduce accidental ghosting. In 2023, Hinge reorganized
match lists to prioritize chats where the user needed to reply at
the top of the screen, resulting in increased responsiveness. Your
Turn Limits is an evolution of this feature, highlighting Hinge's
commitment to introducing features that help people focus on
building connections and improving their overall dating
journey.
The Your Turn Limits test will kick off in select global markets
this May. During this testing phase, Hinge will assess
feedback and innovate on the feature, with the potential to bring
it to even more daters later this year.
About Hinge
The Dating App Designed To Be
Deleted®: Hinge is on a mission to create a less lonely
world by inspiring intimate, in-person connections. Through
in-depth and personalized profiles, daters have unique
conversations that get them off the app and out on great dates. And
it's resonating. Hinge is setting up a date every two seconds.
Hinge was acquired by Match Group (NASDAQ: MTCH) in 2018.
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SOURCE Hinge Inc.
