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  • Tinder appeals to Millennials by smoothing out the complications of casual dating
  • Tinder appeals to Millennials by smoothing out the complications of casual dating
    Tinder (2013) ©
CASE STUDY

Hooking up with Tinder

Mobile dating app Tinder simplifies an increasingly complicated hookup culture, appealing to millennials in the process by minimising the chances of rejection.

Location Global

Scope
"I miss the days when you had one answering machine and that one answering machine has one cassette tape and that one cassette tape either had a message from a guy or it didn't," laments Mary in He's Just Not That Into You. "Now you go around checking all these different portals just to get rejected by seven different technologies. It's exhausting." [1] As dating is stretched across multiple spaces which straddle both physical and digital worlds, meeting people can prove more complicated than ever - especially as attitudes towards sex become increasingly casual.

Despite ...

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