The beta tests are rolling out across all Match platforms, including iOS, Android, mobile web and desktop over the next few months, starting in the U.S. The campaign’s message is that Match understands what modern adult singles are looking for in order to date better, and these features are an example of that understanding being put into practice. user base in beta, as the company kicks off a new brand campaign targeting adult daters. The new features are rolling out to some portion of Match’s U.S. But the right amount of time seems to be in the three to five-day range, Saraph says. Match says it’s currently testing the right number of days to elapse before it nudges users to either re-engage or end their conversations with an unmatch. Our singles don’t want to swipe through hundreds of profiles,” he says. “When we think about folks on our product, who don’t have a ton of time, that’s where ‘Matched by Us’ came from. “When we talk to our members, we hear a lot of frustration around a lot of swiping, a lot of messaging back and forth - that’s happening in the dating world more broadly,” explains Dushyant Saraph, Match’s chief product officer. That’s a different life phase than those using other Match dating apps, like Tinder, where younger users are still in a more exploratory phase and enjoy going on many dates, including casual dates. They’re generally ready to find relationships and settle down with a partner. Match users tend to be in their 30s and up, and have full lives. The features are designed to address the challenges that face Match’s older demographic. It’s also testing an anti-ghosting feature that pushes users to either continue a conversation or unmatch the recipient instead of leaving them hanging. As part of a new strategy to better position Match for more “emotionally mature” singles (read: adults), the company says it will begin beta testing a recommendation system called “Matched by Us,” which may pave the way for a broader matchmaking service in the future. Match today is introducing new features that aim to address some of users’ complaints with modern-day dating apps - like how much time it takes to find a relevant match and how frustrating it is when users ghost one another after the initial conversation fades.
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