Targeting LGBT couples, romance apps expand to include niche market segments
Implications - Creating an inclusive experience, apps that expand on the traditional view of relationships are helping to connect those of all sexual orientations for an accurate inclusion of modern romances. Recognizing the stunted nature of only marketing to one sex and/or sexuality, brands are creating followings rooted in trust and acceptance rather than more fleeting notions for a more intimate brand-consumer experience.
Trend Themes
1. Inclusive and Niche Dating Apps - Developing dating apps that address the varied needs and orientations of users provides a more intimate brand-consumer experience, rooted in trust and acceptance, and opens opportunities for more targeted marketing campaigns for businesses.
2. Location-based Privacy Control Feature for Dating Apps - Giving more control over the flow of personal information and location data to users that are concerned over their privacy helps make them more comfortable with registering on dating apps, thereby increasing the app's user base.
3. Travel and Event-based LGBT Exploration Apps - Creating travel and event-based apps for the LGBT community that facilitate crowd-sourced feedback and information to plan trips and discover nearby hotspots presents a myriad of opportunities for emerging businesses in the travel industry.
Industry Implications
1. Dating Services - Developing dating apps that address the varied needs and orientations of users can carve out a market segment, and open opportunities for businesses in marketing, PR, and advertising campaigns.
2. Data Privacy - The trend in location-based privacy settings may open up opportunities in privacy and data security services and software as consumers become more conscious of their location data and online privacy.
3. Travel and Events - Creating travel and event-based apps that facilitate crowd-sourced feedback and information to plan trips and discover nearby hotspots presents a myriad of opportunities for emerging businesses in the travel and event marketing industries.
