“I’ve met a couple of people online and we’ve met up and have been friends for more than a year now.” Nupur, a 25-year-old teacher from the city of Pune in western India who uses both Tinder and Bumble, said the apps’ efforts to promote themselves as a way of finding friends rather than just hook-ups and love “could work very well”.
I’ve gone from having just Vodafone texting me to this app buzzing quite a bit, which is nice, it seems a lot of girls are in my position,” she said. “I’m a very sociable person and like meeting new people, but never found the opportunities. Rosie, a 24-year-old dental nurse living in the city of Bristol in southwestern England, struggled to connect with her older co-workers during lockdown and began using Bumble BFF three weeks ago to meet new people. “You never really connect until you meet in person.” Bumble is investing in its BFF (best friends forever) feature “Getting the momentum going is hard online and if everything IRL (in real life) is closed,” he said. The importance of physical contact was echoed by Amos, a 22-year-old French au pair using Bumble BFF in London.
“This opens up the total available market from targeting only singles to singles and married people,” she said. These friendship services have seen increased engagement from users since COVID-19 restrictions have gradually been lifted around the world, allowing people to meet in person, according to Evercore analyst Shweta Kharjuria, who said that it made sound business sense to court more customers. Meetup’s most searched word this year was “friends”. Hyperconnect’s revenue jumped 50 percent last year, while Meetup, which helps you meet people with similar interests at local or online events, has seen a 22-percent rise in new members since January. It paid $1.7bn this year for South Korean social media firm Hyperconnect, whose apps let people chat from across the world using real-time translation. Meanwhile its archrival Match Group – owner of a string of apps including Tinder and Hinge – is also pushing beyond love and lust. Her company is investing in its Bumble BFF (best friends forever) feature, which it said comprised about 9 percent of Bumble’s total monthly active users in September 2020 and “has room to grow as we increase our focus on this space”.
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“People are seeking friendship in ways they would have only done offline before the pandemic.” “There’s a really interesting trend that has been taking place in the connection space, which is this desire to have platonic relationships,” said Bumble founder and CEO Whitney Wolfe Herd. That is the verdict of dating apps such as Tinder and Bumble, which are launching or acquiring new services focused entirely on making and maintaining friends. Instead, they crave the friendships and social groups they have been starved of over the past year.
Can we be friends?Īmorous entanglements are not what is uppermost in the minds of many people emerging from long periods of pandemic isolation. I’ve just come out of a long-term lockdown.
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