While Bumble is a free-to-download app, users have the ability to pay for monthly subscriptions to the app where they receive extended features that non paying users do not have access to. Paid subscribers have access to three distinct features from the app; Beeline, Rematch, and Busy Bee (Tepper, 2016).
With Beeline, a user’s homepage of profiles is purposely filled with other users who have already swiped right on them, thus streamlining the process of finding matches. The Rematch feature allows users to “renew” the 24 hour window of a match where communication was not made within the first 24 hours, thus giving users another opportunity to make conversation. The final paid feature, Busy Bee, affords users the ability to tack on another 24 hours to all matches in hopes of a conversation being started within the updated time limit. Interestingly enough, the latter of the features mentioned was first only available to male users, however its use is now available to men and women.
While Bumble and Tinder are in constant competition with one another, it should be noted that 10% of Bumble users hold subscriptions for these paid features while Tinder sees 5% of their uses opt for paid features (O’Connor, 2017). On top of this is the fact that 45% of the 10% of Bumble users who pay for the additional features, are in fact female users (O’Connor, 2017). The willingness of women pay for additional features again explains how comfortable women feel using this app. They see enough value in it to enhance its use by paying for upgraded features.
With Beeline, a user’s homepage of profiles is purposely filled with other users who have already swiped right on them, thus streamlining the process of finding matches. The Rematch feature allows users to “renew” the 24 hour window of a match where communication was not made within the first 24 hours, thus giving users another opportunity to make conversation. The final paid feature, Busy Bee, affords users the ability to tack on another 24 hours to all matches in hopes of a conversation being started within the updated time limit. Interestingly enough, the latter of the features mentioned was first only available to male users, however its use is now available to men and women.
While Bumble and Tinder are in constant competition with one another, it should be noted that 10% of Bumble users hold subscriptions for these paid features while Tinder sees 5% of their uses opt for paid features (O’Connor, 2017). On top of this is the fact that 45% of the 10% of Bumble users who pay for the additional features, are in fact female users (O’Connor, 2017). The willingness of women pay for additional features again explains how comfortable women feel using this app. They see enough value in it to enhance its use by paying for upgraded features.
Comments
Post a Comment