For decades, Tinder was indeed founded being a dating application with a label for finding one evening appears and friends with advantages. This reputation posed a challenge to Wunderman Thompson Thailand for recruiting brand new users in Thailand.
Analysis in Thailand revealed that Gen Z is considered the most group that is likely quit the Tinder application within seven days for perhaps maybe maybe not attempting to be involved in hookup tradition. Having said that, nonetheless, other Gen Z users whom remained additionally revealed the greatest interest in utilising the software for non-dating or non-sexual purposes.
With your findings, Tinder needed seriously to alter its perception and placement towards the Thai Gen Z – being an app that is social offers more value beyond just dating and setting up.
When it comes to winning pitch of redefining Tinder, Wunderman Thompson Thailand dug deeply to the Gen Z’s individual information. Whatever they discovered had been that this number of users was keen towards finding platonic friendships through the application, not merely the friends that are stereotypical advantages. Læs resten