WESTERN HOLLYWOOD, Calif.
I noticed that every few minutes young women would walk into the foyer, dressed in flip-flops, T-shirts and tattered jean shorts, and then go through a radical transformation as I sat in the lobby of a drab office building here, waiting to be led up to the penthouse loft of Tinder, the fast-growing dating app.
Swapping away their plastic sandals for stiletto heels, they smeared on globs of lip gloss and flung on leather coats. After a 30-second wardrobe modification, these people were prepared with their appointments at a modeling agency on a lawn floor. exact Same individuals: two extremely personas that are different.
A brief elevator trip later on, it became clear that the quick-change act I had just witnessed downstairs, though unrelated to Tinder, still had a lot to do with what was going on upstairs as I sat in on a meeting with a group of Tinder executives. Exactly exactly What somebody wears, and also other artistic clues given down in photographs, can inform a lot of various things about them.
And Tinder thinks why these clues are the answer to online dating.
The company said in the two years since Tinder was released, the smartphone app has exploded, processing more than a billion swipes left and right daily (right means you вЂњlikeвЂќ someone, left means you donвЂ™t) and matching more than 12 million people in that same time. Tinder wouldnвЂ™t share the number that is exact of regarding the service, saying just it was on par along with other internet sites at couple of years in procedure. But an individual with familiarity with the specific situation explained it is approaching fast 50 million active users.
TinderвЂ™s engagement is staggering. The business claimed that, on average, individuals log in to the software 11 times per day.