Team 47 – Technology of the week: Lexa vs. Tinder
Modern technologies have broadened the audience for online dating providers. In this blog, we compare two platform mediated networks operating in this market; Lexa and Tinder. The preferences on online dating have partly switched from building a sustainable relationship towards ‘quick dating’, on which we will further elaborate.
Lexa is an online dating website, where singles can buy a membership. Users get the opportunity to search for people of their interest based on preferences. Lexa also organizes ‘single drinks’, where singles can meet and look for their potential partner. (Lexa.nl, 2015)
Tinder gives people with an account the opportunity to swipe through pictures of potential partners. When interested, the picture can be approved or declined. When two people approve each other’s picture, a match is made and the users can start a chat. Since 2015, a TinderPlus (paid) account can be bought, which allows an unlimited amount of approvals. (Hoek, 2014)
Comparing Tinder and Lexa
Lexa and Tinder are both operating in the C2C dating market. Both platforms facilitate a network and services for users to find a dating match, based on algorithms and a large database (Twentyman, 2015). Lexa and Tinder are both one-sided platforms, which provide services to only one type of users. Furthermore, both platforms earn revenue from advertisements and paid subscriptions.
First of all, activities of Tinder are limited to the online environment, while Lexa expands the platform with offline activities. Another difference is that Lexa provides customer care, which Tinder does not. Third, Lexa only enables chats when users have paid membership, while Tinder enables its users to interact using the free application. Besides that, Tinder runs completely on word-of-mouth and does not focus on marketing campaigns, while Lexa uses a push strategy with large radio- and TV campaigns. Another interesting factor, is that Tinder only searches for matches on the basis of age, gender and distance, while Lexa also considers the members interests (hobbies, religion, lifestyle) and what he or she is searching their partner.
From a technical perspective, Lexa built its own platform-mediated network. In contrast, Tinder is built on the platform-mediated network: users of Tinder can register with their Facebook account.
The Future: picture-swiping versus sustainable relationships
With the creation of the Tinder application, a new segment in the online dating market was born. This segment concentrates on finding ‘quick impressions’ instead of long-term relationships. The creation of this new market also opened a world for niche markets. New applications like Grinder (for bi- or Innercircle are concentrating on quick dating for a smaller population. We expect a growth of
both Lexa and easy-to-use applications, since they both serve a different segment. However, the competition for applications like Tinder will increase.
Jack Cornelisse 342660jc
Arvin Moensi 349430am
Belinda Roos 357398br
Marieke Struijk 354283es
Eline de Wit 360608ew
van Hoek, C. (2014) Dating app Tinder groeit naar 10 miljoen ‘matches’ per dag [online] available at: http://www.nu.nl/tech/3714137/datingapp-tinder-groeit-10-miljoen-matches-per-dag.html
Lexa (2015) De site [online] available at: https://www.lexa.nl/signup/smart_landing_v2.phsl?tpl=20150312landing_reg_small_nav_sem_b
Twentyman, J. (2015) Tinder swipes right database service rackspace [online] available at: http://diginomica.com/2015/03/13/tinder-swipes-right-database-service-rackspace/