Tinder is working on a leaner version of its flagship app in an effort to attract more users in emerging markets like Southeast Asia.
The Tinder Lite app will take up less space and use less data, targeting users who struggle with data costs and accessibility.
While internet connectivity is rising in the APAC region, a smaller, less data-heavy version of the dating app could be the perfect initiative for users in remote areas. As such, Tinder Lite will focus on the brand’s essential “swipe” and match functions, but no word yet on specific functions.
The app’s parent company, Match Group, is eager to capitalise on the untapped market of singles outside its home turf of North America and Europe. In a recent earnings call, Match Group’s CEO, Mandy Ginsberg, spoke of Southeast Asia’s rising internet penetration as well as increasing urbanisation as more young people move to cities.
Earlier this year, Tinder announced plans to focus on “emerging markets” by reshuffling management in the APAC region, with Tinder Korea country manager Lyla Seo to serve as General Manager for South Korea and Southeast Asia. Ginsberg expects the APAC region to “make up one-fourth of [the company’s] total revenue by 2023.”
Match Group also owns popular online dating platforms like OkCupid and Hinge, but it’s unclear how well the “lite” approach will translate to their other brands. Tinder certainly makes the most sense for going lite, as the app has the most straightforward approach to making matches: if you like what you see, swipe right. Expanding the dating pool would certainly address some user complaints about finding meaningful matches… but only time will tell.
Purchase this article for republication.