How COVID Has Changed Online Dating—And What Lies Ahead

Much has been written about COVID's impact on individuals' physical and mental health, but there is more work to be done to understand how it has changed human relationships and the social landscape overall. One area that is especially ripe for exploration is online dating. To encourage this research, in the midst of the pandemic, Cyberpsychology, Behavior, and Social Networking issued a Call for Papers on the topic. The call prompted an exceptional number of submissions, and a selection of the best are included in this issue.

According to a year-end report by Tinder,¹ 2020 brought an unprecedented number of users to dating apps. On March 29, 2020, just after most of the world began lockdown, Tinder broke its record for the most activity in a single day, with more than 3 billion swipes. Between March and May 2020, OkCupid saw a 700% increase in dates, and on Bumble, video calls increased by 70%.² What is responsible for this major growth in the industry? The obvious answer is the pandemic. With parties and group outings off the table during stay-at-home orders, dating apps such as those above were one of the few options available to people who wanted human interaction outside of their household. What's more, not only did casual usage (e.g., swiping right or left) increase, but conversations within these apps were 32% longer during the pandemic, indicating that users were using them to make significant connections.¹

Now that restrictions have eased in many places and people are vaccinated in increasing numbers, will usage begin to plummet? So far, experts think this is unlikely. Users' eyes have been opened to the convenience of online dating, and they have seen the value of being able to vet a person's interests and initiate a virtual conversation before making the effort to meet up in person. The ubiquitous use during the pandemic has also reduced the stigma around signing up for these apps. Because of this, online dating has never been more appealing. Many who would previously not have dared use them had no other choice during lockdown, and now that they have seen the benefits, they don't indicate that they will be stopping any time soon.

New Trends in Online Dating

Living through a pandemic for more than a year altered our existing relationships and changed the way that we forge new connections. Not only did Internet dating apps and sites become more popular, but they also had to adapt to the new ways users wanted to connect.

Virtual dates

Before the pandemic, the typical pattern of use for dating apps was: (a) connecting, (b) chatting, and then (c) meeting up in the real world. The whole sequence led to the end goal of going on a face-to-face date. This was no longer the case during COVID. Instead, many users in the past year decided to meet over video first, testing out chemistry and compatibility before taking the very real physical risk of seeing each other in person.³ For example, half of Gen Z Tinder members video chatted with a match prior to meeting up, and a third increased the use of shared virtual activities.¹ Video chatting has become a new, common step in the online dating process, and many of the companies behind dating apps took note, enhancing that capability within their sites.

As the pandemic wore on, daters grew more and more creative. Beyond a simple video chat, virtual dates began to bridge several apps. For example, instead of going on an in-person date, a couple might meet through Match.com, then hang out in the online universe of Animal Crossing, and then eat a DoorDash meal together over Zoom. While it may have started out of necessity, the numbers indicate that this type of date is not going to disappear as communities reopen. According to a recent Tinder survey, those who video chatted or went on a virtual date see it as a low-pressure way to get to know someone. In fact, “40% of Gen Z Tinder members say they will continue to go on digital dates, even as date spots re-open.”¹

Finding friends

Because the feeling of isolation was so widespread during the pandemic, many dating app users began to turn to those same sites and apps not only to connect with romantic partners, but also to seek out other types of social connection. Bumble Inc. chief executive Whitney Wolfe Herd noted an uptick in people looking for friendships on the site, especially among male users.³ Some Internet dating companies saw this potential for growth and quickly adapted their app to supply these capabilities. For example, Bumble relaunched a feature on its platform, called BFF, that allows users to form and build non-romantic friendships.³ Of course, there are purpose-built apps for finding friends (e.g., Meetup, Amigo, etc.), but the ability to do so on dating sites allows for a one-stop shop for those seeking human connection.

Commiseration

There are few things worse (or with more comedic potential) than a bad date. Humans have been sharing their experiences and commiserating about romantic relationships for as long as we have had the language to do so. It makes sense, then, that this practice would continue online, both privately via chat and email, and publicly with blogs, photos, and videos.

Though not strictly a dating site, TikTok has become one of the go-to platforms for people to commiserate about their dating lives.⁴ The ability to “stitch” and “duet” videos, and the additions of lively comments sections and personalized For You pages, has made TikTok a leading platform for online dating content. Some users, mostly women who date men, have formed virtual communities specifically for chatting about “all things online dating.” These women, and their viewers, have found affirmation in knowing that other people have gone through some of the same things that they have in their dating adventures. And the content is extremely popular. The #onlinedating hashtag has almost 3 billion views.⁴ Both the horror stories and the successes shared on the app have created bonds between posters and users alike, furthering a sense of true human connection.

Given the isolation of pandemic living, it is no surprise that more and more people are longing for authentic connection. Now that businesses and public spaces are, for the most part, beginning to reopen and vaccination rates are increasing, there is the opportunity to build those relationships in person. However, most experts believe that this will not stymie the recent growth of online dating apps. On the contrary, most of those who have used these apps during the pandemic have realized the value and convenience that they provide. With apps constantly adding new features and the opportunity for new connections daily, there seems no reason to stop using them now.