The Rise of Snap-Judgment Dating

If you haven’t heard of Tinder yet, you probably haven’t been hanging out with any single Millennials lately. The dating app has become big buzz in recent months, finding popularity on college campuses and in urban dating scenes alike. The basic premise of Tinder is to connect you with new people in your area (within a 50 mile radius) that you already have common interests with. Using Facebook information, the service presents potential matches to the user based on a rating composed from a combination of shared friends, interests, and networks. Once two users have expressed mutual interest in one another and a match has been made, they can chat through the app and then meet up in real life.
 
On one level, Tinder is a perfect example of the technology that facilitates Millennials’ real-life interactions. It connects people with common interests, and allows them to test the waters of communication by chatting casually through the app before deciding to actually meet. A useful service with a positive purpose: helping young digitally savvy people meet and find love, and one that some may say is especially needed in the modern dating world where old structures of courtship have broken down.
 
But on another level, Tinder puts the superficial snap-judgment front and center in the pre-dating process. The most addictive (and talked about) feature of the app is the ability to filter through potential dates with the swipe of a finger. Images (and the name and age) of possible matches are shown in a seemingly endless stream and then pushed into “like” or “pass” categories— mostly based just on their profile picture, and often in a mere few seconds. Think Hot or Not for dating. To use another comparison, it is essentially the digital version of the now-defunct MTV dating show Next, in which…

 
 
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Millennial News Feed

Quote of the Day: "GoPro does a great job appealing to my generation because they convince regular people that they are adventurous, like many college kids like to think of themselves." –Male, 22, MD

Facebook continues to evolve to keep up with social platform competitors attracting younger users. The site has announced changes to their standalone chat app Messenger that will transform it into a platform that third parties can develop content and services for, including games, hotel bookings, tickets, and peer-to-peer payments. The new Businesses on Messenger feature would allow users to chat with brands to make purchases and change orders, and could make shopping a more personal experience. Facebook will also be adding the ability to chat with memes and GIFs, features that have proved popular with young consumers on other chat apps. (re/code,Fast Company)

Millennials are wary of investments, and generally anxious about their finances, and some have turned to new services that let them take baby steps into the financial world. More traditional institutions have certainly taken notice. Northwestern Mutual recently acquired LearnVest, a startup that offers free and paid financial planning services including articles, advice, and access to an expert for guidance on spending and budgets. The purchase is the latest in a trend of financial tech companies being snapped up by older, less digitally savvy brands. (FortuneBusiness Insider)

While many startups and sites are working to combat cyberbullying, one app is receiving an enormous amount of backlash for fostering the behavior in high schools. Burnbook allows users to join communities, usually around a school, remain anonymous, and post on topics of their choice. Although the app encourages “jokes, fails, wins, shout outs, revelations, proclamations, and confessions,” posts have been used to target specific people and groups, and threats have been made to at least one school. Some parents and teens are trying to use the app to spread positivity, but those posts don’t seem to outweigh the “gruesome things.” (Mashable)

Toys “R” Us will begin to sell an experience alongside its products with the hope of regaining their footing in the toy industry. Discount options like Wal-Mart and Amazon have hurt the chain’s sales over the past few years, so new plans to revamp stores will add physical play areas and more technology for kids to interact with. The retailer wants to be a place “where kids want to go and play,” and their new prototype store will open later this year. (Bloomberg)

For better or for worse, technology is becoming an intrinsic part of childhood, but boys and girls might not be growing up with the same tech experiences. A new study of parents of kids ages two to nine found that in many cases, parents give their children different devices depending on their gender. Sons were more likely to be given smartphones or gaming devices while daughters received more tablets (73% vs. 65% for boys). Parents were also more likely to use tech to calm down sons, with 48% using a device to help soothe boys when they are upset, compared to 37% for girls. (Kidscreen)

That image at the bottom of our newsletter is a gateway to insights and expert commentary on current and future Millennial trends. Clicking on it takes readers to our daily insights article, available to Silver and Gold subscribers, which illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

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