Dating goes offline – Kommersant FM
[ad_1]
The dating industry is adjusting to an offline format. This trend appeared after Tinder left Russia. As market participants told Kommersant FM, Russians are increasingly trying to make acquaintances not in special applications, but in gyms, during business breakfasts and networking events. With details – Sabina Adleiba.
After Tinder left Russia in June, its audience moved to other dating apps. Over the next month, the domestic Mamba was downloaded by more than 2 million Russians, and VK Dating by almost 3 million users. Industry participants themselves decided to change the trend that Tinder had been cultivating for many years, says Vladislav Vnuchkov, founder of the beAmore dating service:
“We initially planned an application for online and offline dating. Users have already developed an established pattern of behavior on Tinder, and in order to accustom the audience to the fact that a dating application can have wider functionality, including helping to meet people not only online, we are starting a series of offline events. These will be three-hour meetings, divided into two parts: getting to know each other in the form of a game, something like a quiz, the second part will be educational – master classes.”
As Business Insider writes, citing a profile study, zoomers from the United States, in search of new acquaintances, spend hundreds of dollars on memberships to gyms, social clubs and art classes. This trend has also emerged in Russia, notes Olga Kiseleva, president of the Association of Fitness Industry Operators:
“Analytics show that there are more and more such people. They come to the fitness industry to work out and try to integrate into socialization as well. We must understand that they consume the services of the fitness industry in a completely different way than other generational segments. This generation prefers an intimate, studio format, that is, fitness studios rather than multifunctional fitness clubs. They buy the product differently. They consciously approach the process: I use this, which means I’m willing to pay for it.”
But at networking events, where entry costs on average from 5 thousand rubles. up to 10 thousand rubles Russians, especially representatives of the younger generation, are not ready to look for a mate on their own. Therefore, if the organizers do not invite meeting participants to exchange contacts, they are unlikely to take the initiative, Elmira, a participant and producer of business events, shared her observations:
“Our generation most often comes for benefits, that is, this is a practice-oriented approach that can then be applied in life. Usually, if you approach a person at some IT conference and ask if I can have lunch with you at the same table, he will say yes, of course, and will be silent as a fish. And a cloud of awkwardness will appear at your table. Therefore, here, rather, the organizer himself should take care of stimulating guests to communicate.”
As market participants note, business breakfasts and masterminds are in demand mainly among millennials. And Russians rarely make romantic acquaintances here, says the organizer of such meetings, Ekaterina Verzilina:
“A warm friendship develops between many women after the events. But they also continue to visit and sell their services, partner with someone, and do collaborations. Some people grow in their level of communication and self-confidence from event to event.”
Over the past year, as Vedomosti writes, the market for dating services has shrunk threefold in monetary terms. And as a recent Romir survey shows, only 15% of Russians are ready to make new acquaintances for the sake of a romantic relationship.
Everything is clear with us – Telegram channel “Kommersant FM”.
[ad_2]
Source link
