Why Swipe Right? Women’s Motivation for Using Mobile Dating Applications such as Tinder

Abstract

Mobile dating applications like Tinder have grown in popularity. Past studies revealed that males and females use the internet for different reasons and yet, little is known about women’s motives for using these apps. The goal of this research was to identify the factors that motivate women to use mobile dating applications. A conceptual model based on Timmermans and De Caluwé’s research was employed. The study was conducted in South Africa. Data was collected by means of 10 semi-structured interviews. The findings indicate that the main motives for women to use Tinder are: socialising, entertainment, distraction, curiosity, flirting/social skills, getting over an ex, self-esteem, sexual orientation and relationship seeking.