Fortune | FORTUNE 10月08日 17:57
Grindr CEO:年轻用户在线意愿强,约会偏好与原因
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Grindr CEO George Arison驳斥了关于年轻一代(Gen Z)不愿在线的说法,尤其是在LGBTQ+社群中。他认为,约会应用的问题不在于用户年龄,而在于过度商业化导致免费用户体验差。Arison指出,Grindr之所以能吸引年轻用户,是因为其免费版本功能强大。他进一步解释,年轻用户并非不愿意为约会付费,而是他们有Instagram等免费替代方案。此外,文章探讨了“约会向上”的现象,并引用Grindr CEO的观点,认为在LGBTQ+社群中,年龄差距较大的约会模式一直很普遍,这与过去人们需要抱团取暖、寻求指导有关。

📱 **年轻用户在线意愿强,不受“Gen Z不在线”论影响**:Grindr CEO George Arison明确表示,年轻用户(Gen Z)在Grindr应用上活跃度高,不存在他们不愿在线的问题。他认为,所谓的“Gen Z不愿在线”的说法并不适用于LGBTQ+社群,甚至可能也不适用于直性恋群体,问题根源在于约会应用的商业化模式。

💰 **过度商业化导致免费用户体验差**:Arison指出,近十年来,许多约会应用从免费或近乎免费转变为对基本服务(如无限发消息)收费。他认为,这些应用对免费用户极不友好,甚至对男性用户来说“基本不可用”。Grindr之所以成功,是因为它始终保持了强大的免费产品功能,这是其与竞争对手的关键区别。

💸 **替代方案的存在与用户付费意愿**:Arison解释说,年轻用户并非不愿意为约会花费金钱,而是他们有更经济的替代方式。例如,他们可以通过Instagram等社交媒体免费与潜在伴侣建立联系。当用户不必付费就能获得相同结果时,他们自然会选择免费途径,尤其是在年轻、经济能力有限的情况下。

🌟 **“约会向上”现象在LGBTQ+社群中普遍且历史悠久**:文章探讨了“约会向上”(dating up)的趋势,即倾向于与更具吸引力或条件更好的人约会。Grindr CEO表示,在LGBTQ+社群中,年龄差距较大的约会(如10年以上)一直非常普遍。他将其归因于过去LGBTQ+群体在社会中的边缘化地位,使得人们需要相互扶持、寻求指导,而 older gay men(年长的男同性恋者)在其中扮演了重要的引导者角色,就像他本人年轻时一样。

But Grindr CEO George Arison isn’t buying it. “We have no challenge with young people on the app, like it’s in no way a concern,” Arison told Fortune in an exclusive interview.

“This whole Gen Z doesn’t want to be online is not an issue among gay people. I actually don’t think it’s an issue among straight people either. What’s an issue is the way the apps have developed.”

In the last decade, he explains how dating apps have gone from being free (or practically free) to charging their users for basic services, like sending unlimited messages.

“The other products have become so impossible to use if you want to use them as a free product, because they’re just over monetized,” he says. 

“Now, if you don’t pay, and you’re male, the apps are basically not usable. And even as a woman, yes, you can do more things in the app without paying, but you’re still very limited,” he adds. “Grindr never did that… And so we don’t have a problem with Gen Z or late-stage millennials, because the free product is extremely robust. That’s the fundamental difference.” 

It’s not that young people don’t want to spend money on dating. It’s just why would they spend money on apps, when they can slide into the DM’s of a romantic interest on Instagram (or even LinkedIn) for free?

“People don’t want to spend money when they don’t have to, right? When you’re younger and you don’t have money, obviously it’s even more so,” Arison adds. “It’s not about, hey, I don’t see value in it. I don’t need it because I have alternative ways to get the same outcome.”

Gen Z are dating up

There’s no shortage of videos on TikTok with advice on “dating up”. Plenty of Fish even declared that Gen Zers are “throning,” essentially only people who are better than you. Research echoes that young people are dating people “25% more desirable” than they are—and Grindr CEO says it’s nothing new, at least in the LGBTQ+ community. 

“In the gay world, it’s completely normal,” he tells Fortune, adding that a ten-year-plus age gap is also much more common.

Arison, says that while a 25-year-old woman walking down the street arm in arm with a 35-year-old man may raise eyebrows, in his world, it’s been the status quo “always—not just like in the last 30 years, but like in the last two thousand.” 

“It happens all time, we’ve all had those experiences,” he adds. “It’s driven by everyone before being in the closet. We kind of had to stick together, because we all knew the rules of the game. And so we had to help each other because no one was helping us otherwise.”

Before becoming Grindr’s CEO or even founding Taxi Magic (which is sold for an undisclosed amount and is now called Curb), Arison says he was a shy graduate from the Soviet Union, trying to figure out his place in the U.S. as a gay man—he found guidance and support in older gay men.

“Grindr did not exist when I was young,” the now 47-year-old recalls. “I met recently, the former CEO of a product called Manhunt, (a socialising app for gay, bi, trans, and queer men) and I told him directly, when I finished college and I got to DC at 22, Manhunt was the primary way in which I figured out what it was like to be gay.”

“Mannhant was a place where I could meet other gay men, and, they were most likely older than me, and I figured out myself and what it was like to have gay life. And I developed gay friends all through that,” he adds. 

Back then, the app was a telephone service and then by 2001, it was a website. For context, Grindr launched in 2009. But even in a world of swipes and instant matches, Arison says that mentorship dynamic remains.

“For me, that was way easier than just showing up at a bar and having a conversation with somebody. So I was very much raised by older gay men to figure out what it was like to be gay, because there was no playbook. So I think it’s a bit like it’s always been true, and that’s what happened for me.”

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Grindr CEO George Arison Dating Apps Gen Z Millennials Monetization Dating Up LGBTQ+ Dating Trends User Experience
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