Consumers search for experiential forms of matchmaking
Implications - Dating apps and services are proliferating at a remarkable rate, aiming to appeal to the tech-savvy, experienced-driven millennial. To break through the noise and add intrigue, many of these services are introducing gamified aspects to the process. Dating has become so much more than the physical aspect of going on dates, and heightening the level of interactivity caters to the social interests of millennials.
Workshop Question - How are you accommodating the dissolution of traditional attitudes surrounding big areas such as romance, family, ownership, etc?
Trend Themes
1. Gamified Dating - The integration of game elements into the dating experience is a trend to watch, as it offers a new way of engaging with the traditionally stressful process of finding love.
2. Personality-based Dating Apps - This trend is disrupting the traditional focus on physical attributes by matching users based on their interests, values and personality traits.
3. Party Game-based Dating - The application of popular party games to the online dating experience can make the process feel more familiar and remove initial awkwardness.
Industry Implications
1. Gaming Industry - Dating apps that incorporate game elements may partner with gaming companies to provide more engaging user experiences.
2. Tech Industry - New technologies such as artificial intelligence and augmented reality could be used to enhance the personalized matchmaking process.
3. Marketing Industry - Marketers could leverage the trend towards personality-based dating apps to create more targeted advertising campaigns for niche consumer segments.
