New Delhi: FIFA is the latest matchmaker. The United Kingdom witnessed a surge in dating app activity during hydration breaks amid the ongoing football championship, according to mobile traffic data.
Virgin Media O2, a UK-based telecommunications company, noticed an increase in dating app activity during the FIFA World Cup. During the match on 5 July, dating app activity was up by 116 per cent at half-time.
During the England versus Mexico match, activity on dating apps such as Hinge and Tinder surged by 25 per cent. Right swipes on Tinder were up by 55 per cent.
The report found that male users noticed an increasing number of women with football-related prompts on dating apps.
The data by Virgin Media also found that more than a third, or 34 per cent, said that football has also proved to be a helpful icebreaker, acting as both a shared interest and a talking point.
However, football fans still prioritise the matches, with activity dropping during kickoffs and intense moments during the game.
But this is not a new phenomenon. The Times reported that during the 2018 World Cup, when England reached the semi-finals, Tinder reported a 66 per cent rise in matches. In fact, according to one survey, 22 per cent of men reported having more sex due to the team’s success.
Clinical psychologist Dr Tracy King told The Times that feelings of excitement, anticipation, and physiological arousal don’t disappear when the game is on hold, and so many people often choose to redirect that energy.
“Dating apps have, in many ways, become the modern equivalent of turning to the person next to you at the bar after a goal is scored,” King said.
In India, too, a similar trend can be seen. A survey by the dating app Happn revealed that 93 per cent of singles would consider a 3 am date, watching the World Cup online.
“Around 32 per cent would say yes immediately, and another 34 per cent would say yes depending on the person,” the data reveals.
In fact, 44 per cent said that they would stay up to watch the match for a new crush.