By Victoria Alvarez
Online dating and apps are gaining popularity. A Pew Research Center study said 11 percent of U.S. adults and 38 percent of those who are currently single and looking for a partner, have used an online dating site or mobile dating app.
It is no surprise, then, that dating app providers are drawing lots of downloads.
In early 2015, Crush Mobile, a company that helps singles find love through apps targeting specific audiences, launched MiCrush, an app specifically designed for Latinos all over the world. Right now, MiCrush, which is available on Apple and Android devices, has tallied more than 300,000 users. Crush Mobile says the app receives thousands of downloads daily.
MiCrush’s creators say they are gaining popularity because they are targeting specific demographic groups.
“The other dating apps, they’re not targeting one community and the problem with that at the end of the day is … the specificity of it, well it’s not that specific,” said Javier Soto Munoz, CBO of MiCrush.
Crush Mobile successfully launched JCrush, a dating app for the Jewish community in 2014. The app has nearly 200,000 users worldwide, which helped spur Crush Mobile to unveil MiCrush.
Based out of New York City, MiCrush is run by 20 employees and the company said it aims to have over 1 million users by the end of 2016 drawn by the app’s ability to focus on nationality and cultural background. “Because we are connected through Facebook, you can see what common interest you have with people or even what common friends you might have,” said Munoz. “All of these filters and connections allow you to feel like, before you’ve swiped right, you know that you really want to get to know that person. You have enough information to know you’re interested, swipe right and get into a chat, knowing you’ll get along.”
The MiCrush app is primarily free for users; MiCrush makes money on revenue from ads in the app as well as through two in-app purchases which allow users to either begin conversations before matches are made or hide their profiles when they do not wish to be seen. The app also profits from a VIP package which includes various additional features that make the app more convenient.
With a path for growth set out in front of the developers, it will be exciting to see where MiCrush and its users end up.