Question: What’s more difficult than kissing your carefree twenties goodbye?
Answer: The realization that with your 30th birthday, Tinder will charge you twice as much to access its Tinder Plus premium service.
What will Tinder Plus offer?
For starters, the much coveted ability to “reverse swipe,” which allows users to reconsider potential dates they have rejected. This will be a clutch added feature for those particularly desperate nights when users find new matches unavailable or unwilling. Additionally, Tinder Plus features Passport, the ability to browse users in different locations.
Unfortunately, if you’re 30 and older and want to enjoy these amazing benefits, you’ll need to pony up $20 per month, compared to just $10 per month for those 29 and under.
A spokesperson for Tinder defended the pricing structure by pointing to the harsh economic realities facing younger users, who have less pocket money to spend despite the fact that they all share each other’s Netflix and HBO Go passwords.
While the bold pricing move may surprise some, those familiar with our coverage of Tinder before shouldn’t be too shocked. Tinder’s success and fame is largely down to its popularity with younger users and its success at inserting itself into youth pop culture has been impressive.
In fact, as we have previously noted, the fastest growing age segment on Tinder is aged 13-17, registering 7% of total users according to Tinder’s CEO earlier this year. Far from viewing this as a problem for a site known for encouraging promiscuous hookups, Tinder’s business strategy likely involves growing their younger user base.
As Snapchat’s recent valuation has demonstrated, capturing younger users’ attentions and holding them long enough for advertisers to inject their products into their consciousness is a golden ticket for many of the new school of social networking and dating apps.
Ironically, for those apps like Tinder that have built their infrastructure around Facebook, the latter’s aging demographics may be a hindrance to staying top of mind with college-aged kids and twenty-somethings.
Hence we have the first of what may be many moves like it to continue to prioritize and incentivize younger users at the expense of us old fogies.
Perhaps, though, this is a blessing in disguise for older, more serious online daters as the platform’s suitability for delivering high quality matches is questionable at best. When polled, 64% of Tinder users viewed the app as “a game to play with” rather than a serious dating site.
Combined with its growing number of younger teenage users, perhaps the mature crowd is better spending its money elsewhere.