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: “I like to keep updated about what’s happening in the world, but not out of obligation, to talk [about it with] someone else or for entertainment.” – Female, 25, MA

“Sexts, hugs, and rock ‘n roll.” That’s how BuzzFeed describes DigiTour, an 18-city bus tour bringing some of the most popular teens on social media to meet crowds of their screaming fans around the country this summer. Most of the digital celebrities involved don’t have traditional talent—but that doesn’t seem to matter. In 2014 the tour sold 120,000 tickets for 60 shows, and they are set to double that number this year. DigiTour could be the “clearest sign yet that the entertainment industry’s star-making apparatus is being turned upside down.” (A topic we explored in depth in our hot-off-the presses trend report.) (BuzzFeed)

As if that wasn’t evidence enough that young consumers are not like you…A recent poll on the American Dream revealed that Millennials’ views of success in America are not the same as older generations. Respondents under 30-year-olds were the most likely to say that having a job that paid well was crucial to attaining the American Dream (47%), and placed more importance on luxury items—travel and the latest technology—than other age groups (32%). (CNN Money)

Are you ready for some fireworks? Fourth of July spending is reportedly up, and 64.4% of consumers plan to celebrate the day. When we surveyed 13-32-year-olds about their plans, only 8% said they weren’t planning to celebrate. We also found that spending for Independence Day shows signs of increasing among Millennials and teens. In 2014 they estimated they would spend an average of $70.21—this year that number went up to $85.56. (MediaPost)

Watching and sharing video content is huge part of Millennials and teens’ online activity—and their mobile behavior. According to Ypulse’s February monthly survey, 50% of 13-32-year-olds say they watch videos on their phones once a day or more. So it makes sense that apps focused on viral video content are a growing category. Minute is a startup video app “for the ADD generation.” The platform finds the most viral parts of online video and turns them into short “Vine-like” clips. (TechCrunch)

Inclusion is becoming increasingly important to young consumers, and the Girl Scouts has made their stance on being an inclusive organization clear this week. The group returned a $100,000 donation after being told the money could not be used to support transgendered girls. To make up the funds, they set up an IndieGogo campaign on Monday, and launched a #ForEVERYGirl campaign to get the message out. The crowdfunding page has raised over $300,000 in three days. (Fast Company)

Want to know more about how young consumers will be spending for the holiday? Our 4th of July Infographic Snapshot has been opened to all our readers—you can click through to see a break down of the red, white, blue, and green in our coverage of what Millennials & teens are buying, and doing, for Independence Day this year. 83% of 14-32-year-olds say they are proud to be an American, and they’re planning to celebrate. Happy 4th everyone! 

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