A version of the popular dating app by Tinder is being prepared by the company aimed at users in emerging markets. According to the company, the dating app will be known as “Tinder lite” and it is the smaller, more lightweight version of the current flagship app.
In areas where data usage, bandwidth and storage space is a concern, today’s “Lite” apps, are specifically focused on addressing the unique needs of users, and this smaller app size is a defining characteristic of these lite apps.
“Lite” apps are now offered by most major tech companies specially for the large and rapidly growing online user base connected to these emerging markets, specifically India.
Google has wide range of these lite apps and we are already quite familiar with its Go apps. The full package of Go”-branded apps include ,Google Go Gmail Go, Files Go, YouTube Go, Google Maps Go and Google Assistant Go. If we look other apps we will find many lite versions of them also like Facebook Lite, Instagram Lite, Messenger Lite, Twitter Lite, Uber Lite, Spotify Lite and even TikTok Lite.
Apparently, Tinder also believes that it too has reached the point of having a Lite version because of dating app’s traction and growth. Although, the size of its total user base has not shared by the company. Parent company Match Group also said this week during the announcement of its Q1 2019 earnings, that Tinder app averaged 4.7 million paid subscribers in Q1, up by 1.3 million from the same time last year. Additionally, in 2017, the BBC estimated that Tinder had around 57 million total monthly active users.
This week , for the very first time Match Group announced its plans for Tinder Lite during an earnings call with investors. According to Match Group CEO Mandy Ginsberg, the app is “coming soon.” But, the company didn’t share an exact launch date for Tinder Lite.
Talking about the promise of Southeast Asia in particular, Ginsberg mentioned Tinder Lite. She noted over the past five years, internet penetration had grown by nearly 15% in the region which made it a key area to concentrate. She further added:
This area has more than a dozen high-density cities with over a million people, and more young people are moving to large cities. These are really important factors that make the need for our app high,” she explained. “…We are excited about the Tinder Lite app that will be coming soon. It’s a big step forward addressing the needs of consumers there. Tinder Lite will be a smaller app to download. It will take less space on your phone, making Tinder more effective, even in more remote areas or regions. And keep in mind, these are regions where data usage still comes at a premium.“As a result of our continued investment and growth in this region, we expect that APAC will make up one-fourth of our company’s total revenue by 2023,”
In the key Indian market, Tinder is already very famous. Asia-Pacific team is restructured by its parent company Match Group, recently, with the aim of further growing its dating app brands, including Tinder, in the region.
Some of Tinder’s heavier features are removed from Tinder lite to focus on the core experience of swiping and matches just like some of other “Lite”-branded apps from tech companies. What will or will not be included in the slimmed-down version is still not known.