New research shows 44% of all single voters under the age of 36 are on dating apps - a highly engaged constituency with 70% of ‘Tinder Singles’ ready to cast their ballots powered by Vote.Org
LOS ANGELES (September 17, 2024) – Tinder, the dating app that revolutionized how people meet, is launching the ‘Take Action Center’ powered by Vote.org to provide the latest voter registration and polling information for the November 5th, 2024 elections.
A recent survey by Global Strategy Group and Tunnl Data found that 70% of single voters who recently used an online dating app, we call them "Tinder Singles," say they intend to vote in the forthcoming November 2024 elections (rating their motivation 6-10 on a 10-point scale), compared to only 60% of young voters who are not on dating apps1. The Tinder Singles demographic is highly engaged in U.S. politics, with 44% of all single voters under the age of 36 on dating apps, but also displaying notable voter apathy, with 38% indicating they might not participate in the presidential vote. Recognizing the power of this voting bloc, Tinder has launched the ‘Take Action Center’ to empower users with accurate information on polling locations, absentee ballot deadlines, early voting sites and drop-off ballot spots directly in the app.
Since 2018, Tinder has promoted voter registration and countered misinformation with the ‘Swipe to Vote’ campaign, which then became the ‘Election Center’ feature for the 2020 Presidential election. Historically, young people are the least likely to vote, however, Gen-Z broke records registering the highest percentage of voter turnout during the 2022 midterm elections than previous generations2. Given the strong political engagement of ‘Tinder Singles,’ Tinder is dedicated to providing voter resources and information to motivate users to vote.
In addition to the online election center, and to help drive turnout, Tinder and Vote.org will be teaming up to host a get-out-the-vote (GOTV) food truck outside the Eras Tour in Indianapolis, November 2-3. The food truck will not only feed concertgoers but also provide them with digital information about their registration and voting options for Election Day including where to find their polling place, no matter what state they traveled from to see the show.
Combating Disinformation
Voter concerns about misinformation and accuracies related to elections is at an all-time high per a recent survey conducted by American Press Institute and The Associated Press-NORC Center for Public Affairs Research3. Within the survey, More than half of respondents, 53 percent, said they are “extremely” or “very” concerned that news outlets will report disinformation about the forthcoming elections. Considering the importance of maintaining the credibility of our democratic process, Tinder has chosen Vote.org, which is the largest 501(c)(3) nonprofit, nonpartisan voting registration and GOTV technology platform in America to power the Take Action Center and provide up-to-date elections voting information for users.
Andrea Hailey, CEO at Vote.Org, said, "Vote.org is proud to be powering the Tinder ‘Take Action Center’ in the lead up to this important election. It’s both incredibly important and incredibly impactful that organizations like Tinder are leading the way in engaging young voters by meeting them where they are and making sure they have everything they need to register and cast a ballot."
The Take Action Center powered by Vote.org will include the below features:
Reproductive Freedom
Earlier this month, Tinder partnered with AREA to support reproductive freedom and is now empowering users to share their views through profile stickers, allowing them to make connections based on shared values.
Melissa Hobley, CMO of Tinder, said, “Dating is deeply connected to the rights and freedoms we have in society. As reproductive freedom and other critical rights come under threat in the U.S., we are focused on helping young people make informed choices and take action. At Tinder, we believe in the power of our community to drive meaningful change by standing up for the rights of women and LGBTQ+ individuals.” Hobley continued, “ The Take Action Center puts that power in our users' hands—helping them make sure they're registered and ready to vote to protect these essential freedoms.”
Tinder is committed to protecting reproductive freedom because we believe these rights directly influence how our users navigate dating, relationships, and sex. Restrictions on reproductive freedom can significantly impact personal autonomy and shape the future of dating. According to a recent survey by Match.com and The Kinsey Institute, 87% of singles believe that the overturning of Roe v. Wade has affected their dating lives, with 60% identifying as pro-choice and 64% of Gen Z singles expressing a desire to have children.
The ‘Take Action Center’ will launch on September 17th and be available via iOS, Android and web platforms.
About Tinder
Launched in 2012, Tinder® revolutionized how people meet, growing from 1 match to one billion matches in just two years. This rapid growth demonstrates its ability to fulfill a fundamental human need: real connection. Today, the app has been downloaded over 630 million times, leading to over 97 billion matches, serving approximately 50 million users per month in 190 countries and 45+ languages - a scale unmatched by any other app in the category. In 2024, Tinder won four Effie Awards for its first-ever global brand campaign, "It Starts with a Swipe™.
Tinder is a registered trademark of Tinder LLC.
About Vote.Org
Vote.org is a 501(c)(3) nonpartisan nonprofit using technology to simplify political engagement and increase turnout among young people and voters of color. It is the largest 501(c)(3) nonprofit, nonpartisan voting registration and get-out-the-vote (GOTV) technology platform in America. Through corporate and nonprofit partnerships, a large-scale community of grassroots donors, diverse coalition building and influencer-driven outreach, Vote.org leverages innovative solutions that meet underserved voters where they engage and get their information, and has established its brand as the most trusted and accessible online resource for registering to vote and understanding how to cast a ballot.
1 Global Strategy Group and Tunnl Data conducted an online survey of 1,600 registered voters between May 29 – June 4, 2024
2 Alberto Medina, Katie Hilton and Sara Suzuki, “Circle Analysis of Census Current Population Survey”, Tisch College, August 7, 2023
3 The nationwide poll was conducted by the Media Insight Project, a collaboration of the American Press Institute and The AP-NORC Center for Public Affairs Research from March 21 to March 25, 2024, using the AmeriSpeak ® Panel, the probability-based panel of NORC at the University of Chicago. Online and telephone interviews using landlines and cell phones were conducted with 2,468 adults. The margin of sampling error is +/- 2.9 percentage points.
