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Find Out Which Consumers Hinge Is Building Strong Relationships With
The dating category is a crowded one and brands need to get noticed in order to grow. Hinge uses its distinct product offering to help it do this — it's geared towards helping consumers find long-term relationships rather than short-term flings. Part of Match Group, which owns rival brands Tinder, Plenty Of Fish, and Match.com, Hinge holds a 15% market share and boasts 20 million annual users.
The brand's identity is targeted toward highly-educated Millennials and Gen Z consumers, essentially 18 - 45-year-olds. But we were curious about how well its brand was resonating with consumers and whether its targeting was working as intended. So, we took a deep dive into our data to find out.
1000 respondents via mobile surveys.
Respondents segmented by age, gender, and education level.
Focus on the US, with respondents selected randomly from around the country.
Only 26% of 26 - 45-year-olds are aware of Hinge's brand.