Millennial matchmaker or just a game? The uses and gratifications of Tinder

Jessica R Snitko, Purdue University

Abstract

The mobile app Tinder was created in 2012 to fit the needs of on-the-go Millennials, who are more interested in casual and convenient relationships than in serious dating (Baxter & Cashmore, 2013; Dredge, 2014; Wilson, 2014). Now Tinder boasts 50 million individual users, 10 million of which are active on the app daily (Smith, 2015). Despite Tinder’s undeniable popularity, previous research has found that the app is not being used for its intended purpose. The majority of users never meet matches face to face and, if they do, it is a one-time thing (Lee, 2014; Rea, 2015; Timmermans & Snitko, 2015). Through a Uses and Gratifications framework, this study sought to investigate why and how individuals use Tinder and how that use varies between genders. A two-part study was conducted; part one consisted of a series of three focus groups and part two was an online questionnaire that included items based on the focus groups and was distributed to 425 students at a large Mid-Western University. Results indicate that there are four primary sought gratifications of Tinder use: validation, relationships (platonic and romantic), hookups, and entertainment. Women are more likely to use Tinder for entertainment and validation while men tend to use the app for relationships and hookups. Individuals who seek different gratifications also tend to engage in different behaviors while utilizing the app. The study provides a framework for future research in the areas of social media and mobile dating applications.

Degree

M.A.

Advisors

Morgan, Purdue University.

Subject Area

Communication|Web Studies

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