Tinder & the “Hook up” cultureResearch Project by:

Hannah Carlson

Background

• Launched in August 2012• Uses geo-location technology to match people

within a given distance• Piloted on college campuses (USC)– Attracted younger user base

• Reinforced “hook up” culture on college campuses• Recently, has progressed to an app in which

people are finding significant others

Research Objective

To find out how this technology alters initial romantic interaction and the accuracy of users’

profiles/portrayals of themselves

Method• Mixed methods structure – Qualitative & Quantitative data

• 3 people to set up Tinder accounts & monitor their use (qualitative) over a 3 week period– Set radius for 5 miles– Can only be reached out to– Make conversation without the intention of meeting up if they

like the initial interaction• Survey: 25 responses minimum (quantitative)• Interviews (qualitative)– One who uses the app for “hook up” purposes– One who has found relationship success

Ethical Issues

• Subjects are friends– Give them aliases when discussing in research

• Dealing with real people– Subjects cannot “lead people on” or give them

false hope– Avoid emotional attachment and hurting people’s

feelings

Survey Questions• How long have you used Tinder for?• How often do you use Tinder?• What are your intentions while using Tinder?• What do you look for in a Tinder profile?• Is your Tinder profile strategically made?• Have you ever met up with someone off of Tinder?• If so, did you find their profile to be accurate or

inaccurate?• How do you initially interact with someone on Tinder?• Have you or anyone you know started a relationship from

Tinder?

Survey results

• Participants range from 18-25• Average use is 1 year• 60% use the app for Entertainment• 58% strategically make their profile• 46% have met up with someone off the app• Of this 46%, 93% find their profile to be

accurate• 76% know someone who has started a

relationship from Tinder

Examples of Initial Interaction

• Subject 1 (Female):– “Hey cutieeee”– “Hey don’t I know you from somewhere”– “Hey how is your week going?”– “Hey! What’s up?”– “Seeeex now :)))”– “Hey beautiful”– “Hey girl. Are you a Prius cause you’re not giving

me any signs that you’re turned on.”

Continued

• Subject 2 (Female):– “What’s the difference between me and my couch?”– “Future hubby here. Figured we should get to know

each other before the big day!”– “Knock knock”– “Hi _____, how’s the tinder scene been treating you?

Probably getting some real gem messages”– “Hey lady how are you?”– “Did we just find love in a hopeless place?”

Conclusions• Overall, people want to represent themselves as

best they can while still remaining accurate to their true selves– To ensure they are who they say they are before meeting

up, users often add each other on other social media platforms (Facebook, Instagram, etc.)

– Some discrepancies • Drastically changes initial romantic interaction due

to its cyber nature– Interacting on screen is different than in person– Confidence factor– Men tend to be more forward than women