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The Next Wave of Dating Apps: Run Clubs, 222, noplace, Business School?
- The rise of running clubs where single members are encouraged to wear black has not solved the issues found on dating apps.
- Running should be an ideal sport for socialising and making connections, yet people are facing similar challenges to the ones they experienced on dating apps.
- 222 is not described as a dating app or friend-making service but a unique local experience with strangers.
- Noplace presents itself as a mashup of Twitter and MySpace, aiming to connect people with shared interests.
- 222 has expanded its venues to encompass museum trips, rock climbing, pottery classes, and sushi-making.
- Noplace has gained significant traction, hitting no. 1 on the app store just after its launch in July of this year.
- Many new dating apps are marketing “no photos” or “only one match per week” as consumers seem to respond more favourably to more mystery in the process.
- Business school is a great place to observe how connections form and people build their networks in an environment where everyone is concentrated in one location with a mission to meet others.
- The trend towards using technology to facilitate real-life activities requires a pivotal shift away from monetization through an attention economy towards monetisation through partnerships with local businesses.
- Companies should be thinking about how to provide consumers with an experience worth paying for, rather than just trapping them in an unrewarding, endless swiping frenzy on their phone.
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