How Tinder is trying to woo single Brits back to swiping

Tinder’s parent company has admitted it failed to keep up with changing dating habits as it fights to get Brits swiping again, with new figures revealing a growing preference for meeting people in person rather than through dating apps. Being static is sort of the worst thing to be , Chine Mmegwa, head of strategy and corporate development at Tinder-owner Match Group, told City AM. And we were for a while, and we’re not now . The admission comes as Match Group, which owns Tinder and Hinge, attempts to reverse almost four years of declining usage at its flagship app by overhauling the traditional swiping experience. Its new study, which surveyed 3,000 British singles, found that 61 per cent want more of their social lives to happen face to face, despite 43 per cent saying most of their socialising currently takes place through a screen. Mmegwa acknowledged that the industry had been slow to respond to changing expectations. There was a frustration that apps were not ev