A couple of weeks ago, I attended the iDate 2014 conference in Beverly Hills, CA. This is the industry event for mobile dating apps. Most of the sessions were focused on conversion tracking and marketing. A few were about gaps in the market, such as the lack of good options for single mothers to do online dating
In-app calling is a benefit to both dating apps and their users. It delights users by making it easy to connect with each other in a private way inside the app. For dating apps, this means more opportunities to communicate with the user during and after the call, leading them to keep them using the service.
Since conversations are kept within the app, they can be measured and tracked. Just one benefit of this is that dating services can use this information to identify bullies and stalkers, and shut them down.
A statement repeated in Silicon Valley is that people don’t want to talk anymore. I don’t know exactly where those numbers are coming from; the market for international telecom traffic grew by 15% in 2013, totaling around 750 Billion minutes. That’s the reason why WhatsApp is adding voice calls later this year.
Instant messaging is a useful way of letting someone know that you are late, or carrying on a discussion that continues for days. However, for important conversations (e.g. getting a date), a voice conversation is more efficient and valuable for both parties. With an asynchronous method of communication, you lose the immediate response from the person you are messaging.
In addition, it is impossible to read the underlying tone and know how their reaction from reading your message. With voice calls, you will be able to instantly react to the response, listen for underlying messages by analyzing timing of responses, tone of voice, etc. When looking for a partner, hearing the other person’s voice is important for attraction, especially for women. In general, women are most attracted to a deep voice with some breathiness.
As you may know, women are the most valuable customers for dating apps. If women use a certain dating service, the men will generally follow and pay for the service.
The greatest value for dating apps are the features that make users happy, and make them continue to use the service. If that also gives dating apps control of one more communication channel to help apps build better service, that’s excellent!
Sinch believes that in-app calling is a huge opportunity for dating apps, since many times talking on the phone is simply easier than texting.
We will be attending the F8 Facebook Developer Conference from May 1st – 2nd in California, USA. This 2-day event is where developers and businesses explore what’s next in technology and learn about the new products and innovations Facebook is… read more