Data-driven Insights for Dating

When apps and love come up in a conversation, we ready ourselves for some lame stories of another Tindr swipe gone-wrong or questions of whether we tried the latest contender for OkCupid.  Taking love (and lust) online is fast becoming a need versus a last-ditch option.

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What a meet-cute looks like when J-Lo wears heels. (The Wedding Planner-2001)

There is a limit to how long a man or a woman can honestly expect to bump into the perfect someone in a meet-cute situation (a la rom-com). Thanks, but no thanks, Hollywood. Millennials are taking these matters into their hands – and onto their smartphones.

There is something truly unique in the App Store now, going far beyond the newest Tindr or any of the miscellany of dating or hookup apps. It’s called Evolve. Evolve’s tagline on the website reads “Introducing the world’s first DRM- Dating & Relationship Manager”. Like a Hubspot, a customer relationship management tool, but for courtship, the Evolve App analyzes the data you are tracking, pre-and post every date.

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Evolve allows you to rate your dates, gauge relationship potential, reflect on your dates, see patterns, discover date spots- everything except the actual matching itself. That you figure out on your own. The idea is that once you understand your patterns, Evolve helps you change your behavior and make smarter decisions.

You won’t find any matches here – you’ve got plenty of apps for that. Evolve helps you date with intention. Weigh your options, reflect on your dates, and make the most of your time. Get personalized insights, tips, and discover where the best dates are happening in your city – all backed by data.

Dating behaviour ranges from little understood to completely misunderstood. Once you add in the complexities of online socialization, all bets are off! Data analytics to suss out preferences and concerns – but can this approach work for human relationships as well?

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The question of the day is: Do we need software to analyze our dating lives? 

We use apps to track everything – from fitness activity level, via a pedometer or FitBit app/device to what we eat, or how far we travel in a day. Not only that, we also expect actionable data to result from all the data we are collecting and feeding into these apps.  We expect to live our ‘best life’ and want technology to aid us in the pursuit.

The more one thinks about it, the more natural it becomes to believe that the use of data can ensure a satisfactory courting experience.

That, however, might be because us digital natives have been conditioned to believe that data is queen. Data can do no wrong. Can behavioural science truly help us interpret the quirks of romance in the wild? Outside controlled social experiments? Is Evolve App the missing piece of the system attempting to measure complex social behaviours of contemporary times? Will we ignore the butterflies in our collective stomachs and depend solely on data-driven insights to foster relationships? Evolve App and others like it may be a sign of things to come. 

Catalyst Woman’s research also found that…

  • In the U.S. the online dating industry generated over $2 billion in revenue on an annual basis while in China it has generated $1.6 billion.
  • After young adults, 18-24 year olds, the other largest age group participating in online dating is 55-64 year olds.