As the pandemic locked us inside our homes and made in-person dating a distant reality, Indian Gen Z rushed to Tinder to get some much-needed social interaction. Instead of disconnecting, the Tinder community embraced the new normal and found more reasons to put themselves out there in the world in the most honest and unfiltered way possible.
Tinder’s Future of Dating report offers insights into the next decade of dating based on behavioural shifts observed during the pandemic. Gen Z (18-25 years old) that makes for Tinder’s largest user base has become more self-aware and comfortable with presenting their authentic self socially. Boundaries have become more transparent and vulnerabilities nothing to shy away from. Bio mentions of ‘anxiety’ grew by 31%, ‘boundaries’ by 19% and ‘consent’ by 11%. Gen Zers are also breaking bad and throwing dating strongholds to the wind by choosing to keep things fluid: 62% of users expressed their unwillingness to commit, and would rather define the relationships on their own terms. As daters seek personal, more creative activities like roller skating (bio mentions up by 3X) for first-dates, lack of physical contact has pushed appreciation for smallest physical gestures and touch greatly.
Future of Dating Top Trends:
#1: Daters will be more honest and authentic.
The pandemic prompted people, including Tinder members, to be more introspective, leading to online interactions and personal portrayal becoming more truthful and vulnerable. Mentions of ‘anxiety’ and ‘normalize’ in bios grew during the pandemic (‘anxiety’ grew 31%; ‘normalize’ grew more than 15X).
#2: Boundaries will become more transparent
The pandemic brought up more discussions of personal boundaries and initiated conversations about consent. Tinder members used their bios to make their expectations clear: the phrase ‘wear a mask’ went up 100X throughout the pandemic, ‘boundaries’ is being used more than ever (up 19%), and the term ‘consent’ rose 11%. From the 2000 Indian singles surveyed, 71% said they are open with their hygiene preference prior to meeting a date. 66% said knowing their date’s mask-wearing habits before they meet is important while 66% remain 6 feet apart when deciding to meet a date IRL.
#3: More people will want to “See where things go”
In a recent survey on Indian singles, 62% of singles said they aren’t looking for a committed relationship and prefer friendship with romantic potential or casual dating. Tinder users utilised the pandemic for seeking more open-ended relationships rather than conforming to society’s chronology of dating.
#4: Digital dates will remain part of the new normal.
With in-person dating becoming risky, people turned to Tinder to continue socially interacting with others. While born out of necessity, digital dating has been embraced as the new normal and seen as a boon by many. According to a recent Tinder survey, singles appreciate digital dates’ ability to lower the pressure associated with getting to know someone. 68% found it easier to make connections online, 67% said meeting new people online was liberating, and 60% felt less judged while interacting.
#5: First dates will be more about activities than icebreakers.
With pandemic shutting down bars and restaurants, Tinder users chose creative, personal and casual first-date activities. Tinder saw a 3X increase in mentions of ‘roller skating’, and requests for date activities from fort building to grocery stores pop up in bios.
#6: Small touches will have a big impact.
Members are using their bios to seek out affection like hand-holding, cuddling, or someone to touch their hair. With in-person interactions being restricted and regulated at different levels of stringency across the world, daters grew to appreciate the smaller moments of physical touch. Use of the word ‘cuddle’ increased by 23%, and ‘hand holding’ by up 22%.
#7: People will always want to date someone close by.
Tinder’s geolocation, the platform’s ability to find someone nearby, was highly relevant for the pandemic reverse migration boom. Mentions of ‘moving’ in bios shot up by 28% in 2020.
#8: Gen Z swipes right on staying connected, meeting new people
Tinder’s recent survey* spills that every 1 out of 3 Gen Indian surveyed Gen Z feels lonely due to lack of social interactions (35%); and believes they’ve had to hit pause on their entire lives (34%). Gen Z Indians cited ‘making new connections’, ‘finding friends in their communities’, and ‘looking for fun hangout buddies’ as the top reasons to swipe today.
Chingari to Offer Indian Cultural Content on Its App in Partnership with OMTV
Chingari has partnered with OMTV, a newly launched OTT channel and the brainchild Blackboard Films. This will cater to the rising demands of the niche audiences to connect with Indian cultural programmes. Chingari will be able to provide its users with the OMTV programmes through their app. These varied programmes offered range from mythology & culture to food & history.
Chingari’s collaboration is an opportunity to further engage with their users’ shifting tastes. The competitive Indian digital platform scenario is pushing Chingari to think out-of-the-box. This tie-up is their venture to be both Indian & original. OMTV has been launched online with the concept to make available knowledge that is Indian in every possible manner. It plans to showcase the diverse & rooted Indian philosophy. Chingari plans to give the programmes their own platform to its users. The collaboration is seen a natural progress to the evolving thought process of both the Indian apps.
For Mr Sumit Ghosh, Co-founder & CEO, Chingari App, this exclusive collaboration is another way for Chingari to give its astute users a wholesome experience. “Chingari’s reach amongst young users, in particular, is big. And the extension methods in promoting talent & entertainment makes it a popular option amongst the users & collaborative brands. We always look forward to offering quality in terms of content. This partnership with OMTV is keeping this in mind.”
“At Chingari, we are always creative in terms of our unusual offerings that resonate with our users. The OMTV content perfectly matches our beliefs. The Indian connection here revolves around India’s cultural heritage. And it connects to our users who are modern yet want to connect to their roots. This alliance will be a refreshing change for Chingari, OMTV and our users,” remarks Mr Deepak Salvi, Co-founder & COO, Chingari App.
Nitin Jai Shukla, Founder & Managing Director, OMTV app, said, “OMTV is a humble attempt to showcase the diversity & deep-rooted philosophy present in the traditions of our nation. With “GYAAN BHI, GARV BHI” as the platform’s philosophy, we intend to offer varied content, from knowledge to culture and heritage to historical and mythological shows. Our partnership with one of India’s fastest growing short format video platforms Chingari in the first month of our launch is indeed exciting. Chingari is popular not only amongst youth but also in regions where people are rooted in culture. With our offering of an insight into our nation’s culture, this collaboration promises to be a distinct step towards making a positive impact by piquing on people’s curiosity to know more about Indian culture.”
OMTV plans to capture the extent of India’s Sanatan Dharma and inform about it through storytelling & programmes in fiction or non-fiction format. It is evolving itself to spread its roots & introduce Indians to their heritage. Blackboard films, the parent company, have worked as producer & co-producer on mega shows shown on premium OTT platform & GEC channels.
The partnership with OMTV will be another feather in the cap of Chingari’s attempt to be a global app with an Indian touch.
Koo Becomes #1 Hindi Microblogging Platform
Koo has become the place for conversations in Indian regional languages. Out of the 1 crore users on Koo, almost 50% (50 lakh) users interact in Hindi. Further, of the 52+ million Koos on the platform, nearly half are Hindi. By making available a microblogging platform in non-English languages, Koo has created the opportunity for people fluent in their native languages to participate and engage in online conversations.
A Koo spokesperson said, “The majority of the Indian people communicate in native languages, leaving them out of the social media discussion, which is largely in English. As we aspire to bring the next billion users to the internet and remove the bias against non-English speaking audiences, Koo is on a mission to democratize the voice of India. Koo has created a space where Indians who are comfortable speaking their mother tongues can express their thoughts and ideas freely. The platform enables users to Koo in their preferred language and rest assured that a large part of their community will understand the context without explanation. Koo seeks to bring people and communities together using language as a uniting factor.”
Conversations on Koo-Hindi range from social causes, political views, Bollywood, sports, current affairs, festivities, days of national importance, remembrance of National leaders, and other such campaigns. Based on a study of Hindi content on various microblogging platforms performed over a number of days and at various times, it was found that, on average, the number of Hindi posts on Koo is nearly double the number of Hindi posts on any other microblogging site. Further, the number of Hindi users on Koo has grown by 80% in the last 4 months, and the number of Koos in Hindi has doubled in the same period.
As per various studies, the Indian internet user base is expected to reach the billion mark in the next 5-6 years. The Indian language internet users are expected to grow at a significantly faster rate than English users.
Some Chief Ministers communicate only in Hindi
A few Chief Ministers of Indian states communicate only in Hindi on social media platforms. For example, the Chief Minister of Uttar Pradesh, Yogi Adityanath (@myogiadityanath), and Chief Minister of Rajasthan, Ashok Gehlot (@gehlotashok) post only in Hindi. Seeking to reach out to their Hindi-speaking users, both Chief Ministers post in Hindi on the Koo App. In addition, Chief Ministers of other states also post in Hindi on Koo.
Politicians and celebrities are joining Koo to connect with the Hindi users
Prominent leaders and celebrities from India who now use Koo have seen an uptick in their follower base. Recently, West Bengal’s All India Trinamool Congress (@AITC) – the party of Chief Minister Mamata Banerjee – created its official account on Koo. Shortly after, Tej Pratap Yadav of RJD also joined Koo. Similarly, Bollywood actors Tiger Shroff, Kriti Sanon, and Shraddha Kapoor are among the large number of Bollywood stars who have recently created official accounts on Koo.
Paytm Ropes in Telugu Stars to Educate Users About UPI Money Transfer
Paytm is driving its mission of financial literacy and awareness amongst people. The company will be educating users about UPI money transfers on the Paytm app and its allied benefits. For the same, the company has launched a campaign – #MyChoiceMyPaytm, which will begin in Andhra Pradesh & Telangana and will focus on Paytm’s top category in the region, UPI Money Transfer & elaborate on the benefits of using the app for seamless and fast money transfers.
Paytm has roped in renowned television actors from the region who have a strong youth appeal including Nirupam Paritala, Meghana Lokesh, Lasya Manjunath, and Ali Reza from the Telugu television fraternity. The ads capture slice-of-life situations & how actors’ lives have been simplified because they chose Paytm. Through the campaign, users can learn how they can easily link their Bank A/C on Paytm, how they can check their bank balance at one place & make a money transfer instantly from their Bank A/C to another, with just a mobile number.
Paytm Payments Bank is a NPCI-certified Payment Service Provider and Issuer Bank for UPI transactions. Paytm Payments Bank was the largest UPI beneficiary bank with a market share of 17.1%, according to RedSeer. It has over 155 million UPI handles on its platform for accelerating the growth of UPI payments at retail stores and even large merchants.
Paytm spokesperson said, “Paytm brings convenience in the lives of users, and we want our message to reach as many people as possible. With UPI money transfer, Paytm has been able to bring in benefits for the users with its fast transfers and seamless transactions. With this campaign, we hope that more users in Telangana and Andhra Pradesh can use the platform with ease.”
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