In the February 2019 issue of Fast Company magazine I came across an intriguing interview conducted by Karen Valby who reveals interesting insights about the digital world we live in now. Mandy Ginsberg, CEO of Match Group oversees a dating app portfolio that includes Tinder, OKCupid and Plenty of Fish, among other brands. Even more remarkable, Match Group spans 42 languages and more than 190 countries.
Mandy Ginsberg, CEO of Match Group – now in more than 190 countries
Photo: courtesy of Fast Company
Ginsberg is making sure that Match Group, whose 2018 revenue was $1.72 billion (up 30% year-over-year) leaves no single behind.
To stay on top of various and always changing demographic trends, Ginsberg leans on quarterly surveys to see who is using Match apps. This includes: a) where they’re from, b) how old they are, and c) their sexual orientation.
It was found that: a) coastal PhDs gravitate to OKCupid, b) middle-America likes Plenty of Fish, and c) folks ready to move from Tinder prefer Hinge (more serious relationships).
EMBRACING THE WORLD
When Ginsberg began working at Match’s Chemistry.com unit over 10 years ago, she didn’t anticipate that more than 50% of Match Group’s revenue would one day come from outside the U.S. Under her leadership, Match has become increasingly nimble at adapting to other cultures.
CHANGING A MINDSET
The company’s Asia-focused Pairs app is currently the most popular dating service in Japan. But, it once struggled in a country where the idea of meeting people via the web is still considered taboo. So Match focused on “destigmatizing” the entire idea of meeting online by showing photos of couples that had met on Pairs. This worked out very well.
The information below appears in a chart form in the article. For our purposes I restructured it with all the info intact.
A QUICK OVERVIEW OF LOVE
In addition to players such as Match.com and Tinder, MATCH GROUP also operates Match Affinity brands – a portfolio of dating sites that are more specific. Take a look:
FIRST: RACES AND ETHNICITIES – Asian, Black, Latino, Interracial, Indian and Chinese
SECOND: POLITICAL IDEOLOGIES – Democratic and Republican
THIRD: RELIGIOUS – Jewish, Catholic, Christian and Mormon
FOURTH: AGE – Over 50 “Our Time,” Black Baby Boomers, Senior Citizens and Baby Boomers
FIFTH: SPECIFIC DEMOGRAPHICS – Marriage-minded, Pet people, Single parents, Divorced people, Big and Beautiful people
According to Ginsberg, her staff “lives and breathes the world of dating. That’s all we do, all day long. That’s the key to our success.”
UPDATE ON DATING
Manhattanites love to be on the cutting edge of new trends so here goes. In the New York Post of 2/21/19 an article by Lauren Steussy reports on a new twist in the dating world, couples are now “jumping on board with PRENUPS FOR DATING. Those who sign on the dotted line lay out limits on personal quirks, fighting strategies and much more.” Give me a break: how about “just grow up and act like an adult.”
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