Active dating for 2016

For mobile apps in particular, consistent user engagement is how you build revenue off things like ads and premium services.Based on that, you might conclude that Tinder has some kind of perverse incentive to make bad matches.That means if “uploading photos” keeps users engaged, get your users to upload more photos.

That’s _because _they’ve unlocked Tinder’s value, and maybe even found love.

Average usage across both male and female users is somewhere around 90 minutes a day.

When it comes to user retention, however, Tinder seems to be caught in a paradox.

For one cohort, there must be phone number in one of those messages.

It shouldn’t be the only message, of course, nor should it be the last—to weed out all those unsuccessful pick-up attempts.

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