"Can't Trust Edited Profiles, Prefer Blind Dates"... The Decline of the Dating App Era [The World is Z]

Generation Z Prefers Traditional In-Person Meetings
Growth of Dating App Industry Slows
Bumble and Match Group Reduce Workforce

Editor's NoteGeneration Z (those born from the late 1990s to the early 2010s) is recognized as a generation that leads culture and trends in a rapidly changing era, setting new standards across society. In [The World is Z], we shed light on the lives and values of Generation Z around the globe, and explore how they are transforming society.

Although Generation Z is highly accustomed to digital environments, when it comes to finding romantic partners, they tend to prefer traditional in-person meetings over dating applications (apps). This is because there is a perception that it is difficult to sense authenticity from others in an online world filled with fake profiles and heavily edited photos. As Generation Z, the main user base of dating apps, is leaving these platforms at a fast pace, the growth of the dating app industry is also slowing down.

"Generation Z Raised in a Digital World Prefers Traditional Ways of Meeting"

Recently, the American news weekly Newsweek described Generation Z as "a generation obsessed with 'self-care,' such as doing Pilates instead of drinking and partying," and reported, "They are now becoming disillusioned with romance, and as a result, the unexpected casualty is dating apps." According to a survey conducted last May by the Kinsey Institute and DatingAdvice.com of 2,000 single adults in the United States, only 21.2% of Generation Z respondents used dating apps as a means to meet others, while 58% preferred in-person meetings.

Justin Lehmiller, a senior researcher at the Kinsey Institute who led the survey, said, "Despite being raised in a digital environment, Generation Z does not want to use technology to find love. They tend to prefer traditional methods." He went on to explain, "The reasons why younger generations are turning away from dating apps are complex and include the pursuit of authenticity, skepticism about relationships, and financial burdens. Even after using a dating app briefly, it quickly becomes clear how difficult it is to find an authentic match."

Recently, dating apps have been losing popularity, especially among Generation Z in the United States. Pixabay

The collapse of trust in dating apps is another factor accelerating Generation Z's departure. As users are repeatedly exposed to false information and exaggerated profiles, distrust in the apps themselves is spreading. Some experts argue that for dating apps to survive, they must evolve by integrating offline meetings. Relationship consultant Alexis Germany Fox said, "For dating apps to remain meaningful platforms in the future, they must evolve to improve the overall user experience," adding, "For example, they should increase opportunities for real-world meetings by connecting with local community gatherings or offline events, and make it easier for users to understand each other's personalities."

Warning Signs for the Dating App Industry as Generation Z Leaves

Dating app Bumble. AP Yonhap News

The departure of Generation Z is leading to declining profitability for the dating app industry. Last month, global dating app Bumble announced plans to lay off about 240 employees, which is 30% of its total workforce. Bumble expects its second-quarter revenue this year to be between $244 million and $249 million, which is below the $269 million recorded in the second quarter of last year. Whitney Wolfe Herd, CEO of Bumble, stated in a letter to employees, "The dating app industry is at a turning point."

Bumble's competitor, Match Group, is facing a similar situation. Match Group, which operates several dating apps including Tinder and Hinge, laid off about 325 employees, or 13% of its total workforce, in May. Match Group reported regarding its first-quarter results this year that "total revenue decreased by 3% year-on-year to $831.2 million, and the number of paying service users fell by 5%."

A skeptical attitude toward dating apps is also spreading in South Korea, especially among Generation Z. According to a survey conducted last October by market research firm TrendMonitor of 1,200 single and divorced men and women aged 19 to 49 nationwide, only 17.5% responded that they had experience using dating apps.

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Furthermore, the percentage of respondents who said "meeting through in-person introductions would be better for finding a romantic partner than dating apps" was highest among those in their early 20s at 49.0%. The response rates were as follows: ▲late 20s (44.0%) ▲early 30s (39.0%) ▲late 30s (35.0%) ▲late 40s (32.0%) ▲early 40s (27.0%). The percentage who answered that "in-person introductions are more trustworthy" was also highest among those in their early 20s (55.0%) and lowest among those in their late 40s (38.0%).