Dating app Hinge is today launching a new feature aimed at improving its recommendations, based on whether or not matches had successful real-world dates. The feature may also help to address one of the major problems with today’s dating apps: that no one knows how well they actually work. After all, it’s one thing to get matches and have conversations, but it’s quite another to turn those into dates, much less a long-term relationship.
With a new feature called “We Met,” Hinge will ask users a few days after they shared their phone numbers if they went on a date, and, if so, if they’d want to see that person again. This data will be used as a signal to inform Hinge’s algorithms and improve matches, if the user later returns to the app.
During beta trials, Hinge says that 90% of members said their first dates were great, and 72% said they wanted to go on a second.
“Ultimately, if you went on a date with someone and you thought they were great, that’s the strongest signal that we’ve gotten very close to your type of person. So if there are more people like that person, we can show them to you,” says Hinge CEO Justin McLeod.
By “like that person” it’s not a matter of physical appearance or some sort of profile categorization, to be clear.
“You can’t really aggregate people into their component pieces and try to crack what’s someone’s ideal person,” McLeod explains.
Instead, Hinge uses collaborative filtering – people who like X also like Y – to help inform its matches on that front.
With the launch of We Met, Hinge will now know when dates succeed or fail, and eventually, perhaps, why. It also plans to combine the We Met data with other signals – such as, whether users become inactive in the app or delete their accounts, as well as email survey data – to figure out which dates may have turned into relationships.
This is something of a first for the dating app industry, which is today incentivized to keep users “playing” their matching games, and spending money on in-app subscriptions – not leave them. It’s not in dating apps’ financial interest, at least, to create relationships (i.e., heavy user churn).
This influences the dating apps’ design – they don’t tend to include features designed to connect people in real life.
For example, they don’t make suggestions of events, concerts, and other things to do; they don’t offer maps of nearby restaurants, bars, coffee shops, or other public spaces for first dates; they don’t offer built-in calling (or gamify unlocking a calling feature by continuing to chat in app); they don’t use in-app prompts to suggest users exchange numbers and leave the app. Instead, apps tend to push users to chat more – with things like buttons for adding photos and GIFs, or even tabs for browsing Facebook-style News Feeds.
The problem of wasting time chatting in dating apps has now become so prevalent that many users’ profiles today explicitly state that they’re “not looking for pen pals.”
Of course dating apps – just like any other way of meeting new people – will have their share of success stories. Everyone knows someone who met online.
But claims that, for example, Tinder is somehow responsible for a whole generation of “Tinder babies” are hugely suspect, because the company doesn’t have any way of tracking if matches are actually dating, and certainly not if they end up getting married and having kids. It even said so in a recent documentary.
All Tinder has – or any of these companies, really – are anecdotes and emails from happy couples. (And this, of course, should be expected, with user bases in the tens of millions, like Tinder.)
We Met, meanwhile, is actually focused on quantifying real world dating successes in Hinge, not in-app engagement. Longer term, it could help to establish Hinge as place that’s for people who want relationships, not just serial dates or hookups.
The feature is also another example of how Hinge is leveraging A.I. combined with user insights to improve matches. Recently, it rolled out a machine learning-powered feature, Most Compatible, to help provide users with daily recommendations based on their in-app activity.
Hinge says We Met will launch today, October 16, on iOS first. Android will soon follow.
Afterpay unveils BNPL subscription offering for US customers – TechCrunch
“Buy now, pay later” company Afterpay announced Wednesday that it was going after the $1.5 trillion global subscription payments market by offering to its U.S. customers payment installments for subscriptions, like gym memberships, entertainment subscriptions and online services.
The service will launch in both the U.S. and Australia beginning early in 2022 and will be free for customers who pay on time. IPSY, BoxyCharm, Savage X Fenty and Fabletics are among the initial list of merchants that will offer the feature. The company plans to expand the feature in-store and into other regions later, including Canada, New Zealand, the U.K. and Europe.
In addition to paying for subscriptions in installments, Afterpay is also enabling its offering to be used on preordered items, where users can pay in four installments over time once the item ships. Another feature coming soon will allow merchants to accept deposits on custom items.
“By offering customers the option to pay for subscriptions with Afterpay, we’re not only giving consumers flexibility to pay for more expensive monthly costs, but we’re also helping our merchant partners capture a wider consumer base through this convenient experience,” said Zahir Khoja, general manager of North America for Afterpay, in a written statement.
Klarna, Afterpay’s competitor in the BNPL space, also announced news this week for its U.S. customers that it was offering its “Pay Now” option.
Meanwhile, in August, Square announced that it was buying Afterpay in an all-stock deal valued at $29 billion. Afterpay has also been on a roll with feature debuts recently, launching both Afterpay Ads, a suite of advertising products for brands to engage with shoppers within the ecosystem, and merchant analytics tool Afterpay IQ, in August.
Afterpay works with 100,000 retailers and has approximately 10.5 million active customers in North America as of June 30, up from 5.6 million the year prior. North America is the company’s “largest region in terms of underlying sales,” which grew 145% year over year, or from $4 billion in fiscal year 2020 to $9.8 billion in fiscal year 2021, according to the company.
Fairphone hits software support longevity akin to Apple’s iPhone – TechCrunch
Fairphone, the Dutch social enterprise dedicated to making consumer electronics (more) sustainable and ethical, including by supporting repairability so that users can hold onto their hardware for longer, has announced public testing of Android 10 for the six-year-old Fairphone 2.
Owners of the modular handset that was first released back in 2015, running Android 5, should expect to be able to upgrade to Android 10 (released date: 2019) in early 2022, Fairphone said today, announcing the beta rollout of the upgrade.
Fairphone stopped producing (but not supporting) the Fairphone 2 back in 2018 — going on to release the Fairphone 3 (in 2019), the Fairphone 3+ (in 2020, also available as a modular upgrade to the 3) and, earlier this fall, the Fairphone 4, its first 5G handset — which it said would be supported until at least 2025.
Given the Fairphone 2’s impending update to Android 10 next year — which will mean it will have been supported for a total of seven years — 2025 looks like a conservative estimate of how long Fairphone 4 owners should expect to receive software support.
Fairphone says it collaborated with its community of users for the Android 10 upgrade project — and with a software developer in India, Bharath Ravi Prakash, which it says worked as a volunteer open source dev — and by doing that says it was able to streamline the process and shrink the time required to carry out the upgrade.
So while the prior Fairphone 2 OS update (to Android 9) took 18 months, this time the process has been condensed to 10 months.
Google, meanwhile, has gone on to release Android 11 (2020) and Android 12 (last month) — for a sense of how far behind the Fairphone 2 upgrades are trailing the latest OS release.
“The company learned a lot from the Android 9 upgrade and although still complex, Android 10 was more predictable than Android 9,” Fairphone notes in a press release, which also quotes its head of software longevity & IT, Agnes Crepet, who writes: “Our unique approach to software has allowed us to help our users keep their devices for as long as possible. We’re pleased to be able to provide our Fairphone 2 community with yet another software upgrade, reaching our goal to provide at least five years of support from launch for our phones and with the Android 10 upgrade, we’re going beyond that to seven years of support. We are constantly raising the bar for ourselves and the industry, showing that doing things more sustainably in software is possible.”
Seven years’ support puts Fairphone into Apple iPhone software support timespans. But of course the average Android-based handset can expect fair fewer years of software love — typically Android smartphones only get around three years’ support. So it’s a major achievement.
And while Fairphone may only now be catching up to Apple on the software longevity front it is already years ahead of Cupertino in another respect: Hardware sustainability through repairability via modular construction and offering direct-to-consumer spare parts.
Earlier this month Apple announced that, starting next year, it would kick off a “Self Service Repair” program — shipping spare parts and repair tools to iPhone and Mac users to let them perform basic repairs at home.
It’s by no means full modularity from the company that has — historically — loved a hermetically sealed, stupidly thin, often literally glued shut box, but it is a small step in a more sustainable direction. And one that Fairphone has long pioneered.
Spotify tests a TikTok-like vertical video feed in its app – TechCrunch
TikTok has seen its short-form video feed copied by a host of competitors, from Instagram to Snap to YouTube and even Netflix. Now it looks like you can add Spotify to that list. The company has confirmed it’s currently testing a new feature in its app, Discover, which presents a vertical feed of music videos that users can scroll through and optionally like or skip. For those who have access to the feature, it appears as a fourth tab in the navigation bar at the bottom of the Spotify app, in between Home and Search.
The new addition was first spotted by Chris Messina, who tweeted out a video of the Discover feature in action. He described it as a “pared-down version” of a TikTok-style feed of music videos.
Messina told us he found the feature in Spotify’s TestFlight build (a beta version for iOS), where a new icon in the navigation toolbar brings you immediately to the video feed when tapped. You can then swipe up and down to move through the feed, much like you would on TikTok. In addition to tapping the heart to like songs, you also can tap the three-dot menu to bring up the standard song information sheet, he notes.
Messina also speculated the feature may be taking advantage of Spotify’s existing Canvas format.
Introduced broadly in 2019, Canvas allows artists to create videos that accompany their music on the Spotify app. The feature had mixed reviews from users, as some reported they preferred to see just the static album art when listening to music and found the video and its looping imagery distracting. But others said they liked it. Canvas, however, appears to drive the engagement metrics that Spotify wants — the company reports that users are more likely to keep streaming, share tracks or save tracks when they see a Canvas.
From the video Messina shared and others we viewed, we can confirm that the videos playing in the vertical feed are the artists’ existing Canvas videos. But Spotify would not confirm this to us directly.
TechCrunch asked Spotify for further information on the feature, including whether it had plans to roll this out further, whether it was available on both iOS and Android, which markets had access to the feature and more. The company declined to share any details about the feature but did confirm, via a statement, it was exploring the idea of a vertical video feed.
“At Spotify, we routinely conduct a number of tests in an effort to improve our user experience,” a spokesperson told TechCrunch. “Some of those tests end up paving the way for our broader user experience and others serve only as an important learning. We don’t have any further news to share at this time,” they added.
In other words, the test is still very early and may not make its way to the public. But if it did, it wouldn’t be a surprising move on Spotify’s part. The company has before looked to popular social media formats to engage its users. In the past, Spotify tested a Stories feature that allowed influencers to post Stories to introduce their own, curated playlists. But that option never became available to all Spotify users.
While the TikTok format has been adopted by top social platforms, including Instagram (Reels), Snapchat (Spotlight), YouTube (Shorts) and Pinterest (Idea Pins), it’s also proving to be an ideal format for content discovery. Netflix, for instance, recently adopted the short-form vertical video feed in its own app with the launch of its “Fast Laughs” feature, which offers clips from its content library and tools to save the programs to a watch list or just start streaming them. Similarly, Spotify’s video-based Discover feature could help introduce users to new music and offer a way to signal their interests to Spotify in a familiar format.
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