In 2023, Tinder users showed a new attitude towards dating, as reflected in the annual report “Year in Swipe”. Instead of focusing solely on their relationships, they were more interested in the process of meeting new people and considered it as a valuable experience.
Tinder identified two main trends in the year: users were less attached to the outcome of their relationships and focused more on the dating process. This concept, known as “N.A.T.O”, highlights that users cared less about the final result and more about the journey of getting to know someone. Additionally, dating “For the sake of the plot” suggests that people in 2023 valued the process of dating more and were less fixated on the end result, creating opportunities for new experiences and funny stories.
It is important to note that these findings are based on a study conducted among 4,000 single users aged 18 to 25 from Australia, Canada, Great Britain, and the USA, so it would be premature to draw broader conclusions from the data.
Melissa Hobe, Tinder’s main marketing director, highlighted that 69% of Generation Z youths want to move away from traditional dating norms and relationships, indicating a shift in attitudes towards dating.
In addition to the trends, Tinder also revealed the most popular emoji, interests, and personality traits of the year. The most popular emoji was the upward arrow, symbolizing openness and optimism. Among the popular interests were horror movies, hip-hop music, and tennis. In terms of personality traits, the top choices were “extroverted,” followed by “chaotic,” “introverted,” “lover of order,” and “life of the party.” Noteworthy details in profiles included relationship goals, zodiac signs, height, pets, and smoking habits.
When it comes to music, Taylor Swift was the most popular artist on Spotify among Tinder users in 2023. Additionally, the song “Flowers” by Miley Cyrus ranked fourth among the most popular “hymns” that users added to their profiles.