Mandy Ginsberg
Analyst · Barclays
Okay, I will address those. So, the one thing, I'll say is, you know, even prior to the acquisition for Hinge, which we sort of watched for a while, we saw this incredible market fit, where you know, people just love the product, and they're really engaged in this product. And so, the word-of-mouth marketing was really one of the things that made this acquisition the most compelling. What we are seeing in London is some of the same. First of the all, we also had the CEO of Hinge with over in London recently, and promoting just through PR, but we're seeing real traction in the U.K. It also tends to be an early adopter market in London, and we are spending a little bit of marketing, but really not a whole lot. In terms of the Hinge metrics, we continually see really engagement metrics, and it's roughly comparable to what we see at Tinder, especially in the early days. And in terms of population, it is a different population that we're addressing. So, while Tinder is 18 to 25, a little bit younger, little bit more casual, little bit more sort of college-oriented, when you show up and you're 19-year-old you're not looking for something more serious, but when you get your first job in your 26 years old, and you're working in New York, then you're looking for something more serious. So, in some ways I think about it as these users are kind of, you know, they grew up with app when they're in college and rather looking for something serious and intent really matters, and that's why one of the big areas of focus for Hinge is leaning into the marketing around serious relationship intense [ph]. So we think that they're very complementary each other and serve a different demographic, and as we looked at Hinge, one of the other reasons that we liked Hinge is we had Match which skews a little bit older, more serious, we had Tinder which is really younger and a little less serious. And so, Hinge really sort of fit perfectly into that portfolio gaining traction with that. So that's 25 to 30-year-old is higher intense.