“What this does is it gives you the same benefit of the clarity in who’s supposed to start the conversation, without forcing one set of rules on you just because of your gender.” Hinge says it tested the feature last week in London and Washington, D. with tens of thousands of users and found that it decreased the number of matches that don’t lead to a conversation by 25 percent.Of course, with just under a quarter of people saying they ghosted conversations because they got busy or forgot, that means there’s a larger majority who did the same for other reasons – they started dating someone, perhaps, they weren’t interested…or maybe they’re just a little rude.“Your Turn” is a little nudge that someone wants to hear back.That said, if the conversation isn’t going well, Hinge users can now choose to hide the match so they can focus on those conversation where things are going better – that is, where there’s more back-and-forth taking place.Hinge doesn’t disclose the number of users it has, but says it’s now growing at 15 percent month-over-month, with the majority of downloads from word-of-mouth.Most of its users are also college-educated, with 90 percent of the user base between the ages of 23 and 36.
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In early tests, the company claims the feature helped to reduce ghosting behavior on its service by 25 percent.But Mc Leod says other changes coming soon to Hinge’s algorithms may help on that front.“We pay attention to those kinds of things in the algorithm,” he says, in response to a question about how apps should handle people who regularly ghost their matches.Most dating apps match users then leave it up to them to initiate their chat.
When Bumble launched, however, it broke new ground by having women make the first move.
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