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Online daters love to hate on Hinge. 10 years in, it’s more popular than ever. - Vox   

Hinge has tried its darnedest to fix online dating. Is the real problem us?

Online dating has taken over our love lives: One in two Americans who’ve never been married — as well as 30 percent of all US adults — have used a matchmaking app or site. If you’re looking to date, you’re almost certainly looking on your phone, and the app Hinge is this massive industry’s darling. Its user base and revenue are growing rapidly, making executives at its parent company, Match Group, speak of it in quarterly earnings calls as they would a favorite child (they do, after all, have many, including Tinder, OkCupid, The League, Plenty of Fish, and Match.com).

Hinge is not the biggest dating app in the US; that crown still belongs to Tinder, with Bumble as the runner-up. While Hinge lacks, uh, penetration in rural areas, experts say, it is hugely popular in large cities. It has reached the top of the app download charts in several European markets, where it launched more recently. For years, those bigger apps have had users endlessly swiping, addicted to their game-like nature, whereas Hinge seems to have found a sweet spot of scale and user-focused approach. This helped it become the go-to place for those seeking relationships online — which these days means people seeking relationships, period. Hinge has been resonant, said longtime industry consultant Mark Brooks, “because they have true integrity, and because their product actually works.”

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