--- title: "Throning: 30% of Users Seek Status, Not Love" description: "Nearly 30% of singles use dating apps for social mobility. Platforms face a dilemma: build for it or risk user trust erosion." lang: en-GB json-ld: | [ [ { "@context": "https://schema.org", "@type": "NewsArticle", "headline": "Throning: The 30% User Trend Match Group and Bumble Can't Ignore", "description": "Nearly 30% of singles use dating apps for social mobility. Platforms face a dilemma: build for it or risk user trust erosion.", "abstract": "Nearly 30% of singles use dating apps for social mobility. 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[Home](/) 3. [News](/news) 5. [Data & Analytics](/news) 7. Throning: The 30% User Trend Match Group and Bumble Can't Ignore ![Two young adults sitting at an upscale restaurant looking at dating app profiles on their mobile phones.](https://images.pexels.com/photos/19597186/pexels-photo-19597186.jpeg?auto=compress&cs=tinysrgb&w=1200&h=220&fit=crop&fm=webp&q=50&dpr=1) Two young adults sitting at an upscale restaurant looking at dating app profiles on their mobile phones. [Data & Analytics](/news?category=data-analytics) # Throning: The 30% User Trend Match Group and Bumble Can't Ignore By [DII Data Team](/author/data-analytics)· September 26, 2025· 6 min read [](https://x.com/intent/post?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fgen-z-embraces-throning-social-mobility&text=Throning%3A%20The%2030%25%20User%20Trend%20Match%20Group%20and%20Bumble%20Can't%20Ignore)[](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fgen-z-embraces-throning-social-mobility)[](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fgen-z-embraces-throning-social-mobility) A A ## Key Points - • Research from Plenty of Fish reveals that nearly 30% of singles openly admit to throning, targeting romantic partners to elevate their social standing. - • Throning behaviour is heavily concentrated among Generation Z users aged 18 to 27 who view dating platforms as tools for social mobility. - • A 2018 study in Science Advances found that dating app users systematically target potential partners who are 25% more desirable than themselves. - • Match Group and Bumble face strategic challenges balancing status-seeking user trends against maintaining authentic platform trust and user retention. Match Group and Bumble have spent years telling investors they're building platforms for authentic connection. Their users, it turns out, had other plans. Nearly 30% of singles now openly admit to 'throning' — deliberately pursuing romantic partners who can elevate their social standing or career prospects — according to research from [Plenty of Fish](/news/plenty-of-fish-2025-dating-trends). The practice represents something more calculated than traditional attraction to successful partners. These singles aren't merely drawn to high-status individuals. They're strategically targeting them as a mechanism for social mobility, with the explicit intention of absorbing credibility, expanding professional networks, and boosting their own Instagram-worthy lifestyle credentials. ![Young couple on date looking at mobile phones](https://images.pexels.com/photos/3249760/pexels-photo-3249760.jpeg) Young couple on date looking at mobile phones The DII Take Dating platforms have always facilitated some degree of strategic partner selection — that's what filters are for. What's shifted is the transparency of the transaction and the degree to which social media has made status a quantifiable, displayable asset. The real question isn't whether throning exists, but whether platforms will start building for it explicitly. ### Create a free account Unlock unlimited access and get the weekly briefing delivered to your inbox. Register free No spam. No password. We'll send a one-time link to confirm your email. > If 30% of your user base treats your product as a professional networking tool with sexual chemistry as a side benefit, there's a features roadmap sitting right there. Whether operators should build it is a different matter entirely. The academic foundation for this behaviour predates the term. Research published in Science Advances in 2018 found that dating app users systematically target potential partners approximately 25% more desirable than themselves, suggesting aspirational mate selection has been embedded in digital dating from the start. What POF's data captures is the mainstreaming of this strategy into conscious practice, complete with its own vocabulary and community acknowledgment. ## Social capital as a dating filter The infrastructure for status-based dating already exists across every major platform. [Bumble](/news/bumble-lawsuit-over-preventable-data-breach)'s profile prompts encourage users to showcase their professional achievements and lifestyle brands. Hinge's 'standouts' algorithm explicitly surfaces profiles that perform well, creating a visible hierarchy of desirability. The League built its entire proposition around educational and professional gatekeeping, though its inability to scale beyond a niche audience suggests most users prefer plausible deniability about their status-seeking behaviour. Instagram integration, once standard across the industry, made visual status signalling frictionless. ![Person using dating app on smartphone](https://images.pexels.com/photos/28588941/pexels-photo-28588941.jpeg) Person using dating app on smartphone Even after Meta's privacy pivots forced platforms to make profile linking opt-in rather than default, the expectation that users display curated lifestyle content remains embedded in product design. Profile photo carousels function as mini-portfolios of social proof — travel, dining, events, friend groups — all legible markers of cultural and economic capital. The dating industry has historically been squeamish about acknowledging this dynamic publicly, even while building for it quietly. Revenue-generating features like Super Likes and Roses let users signal high interest to aspirational matches, effectively purchasing visibility with higher-status prospects. Passport and travel mode features, now standard in premium tiers, enable location-based status arbitrage. ## The operator dilemma POF positions throning as distinct from gold-digging, arguing that thrones seek social status rather than direct financial support, and that both parties can benefit from the elevated social access. That framing conveniently sidesteps the fundamental question: should platforms optimise for relationships where one party views the other primarily as a strategic asset? > When someone connects with you on LinkedIn, both parties understand the interaction as professional networking. When someone matches with you on [Hinge](/news/former-hinge-execs-raise-rodeo), the implicit contract centres emotional and sexual compatibility, not whether dating you will help them get invited to better parties. The comparison point here is LinkedIn, which openly facilitates transactional professional relationships and has built a $15B revenue business doing so. The difference is informed consent. Operators face a three-way tension between growth metrics that satisfy public market expectations, behavioural data showing 30% of users already treat their platforms as social mobility tools, and awareness that any feature explicitly designed for status-based matching would generate immediate trust and safety concerns. ![Couple having drinks at upscale restaurant](https://images.pexels.com/photos/342521/pexels-photo-342521.jpeg) Couple having drinks at upscale restaurant The cynic's view: platforms will build for throning without naming it. Expect features that emphasise professional credentials, social verification, and lifestyle signalling, packaged as 'authenticity' tools. Bumble's professional networking mode, For Friends, and For Bizz already demonstrate the company's willingness to position its platform as multi-purpose social infrastructure. The revenue angle is obvious. Status-seeking users have higher willingness to pay for features that improve their positioning. Premium filters that let users search by education, employer, or income — already available on some platforms — could expand. Verification systems that confirm professional credentials could command price premiums. ## The trust erosion problem What doesn't get priced into that model is the user experience for everyone being evaluated as a status accessory rather than a romantic prospect. POF's research doesn't include data on how matches feel when they discover they've been targeted for their social utility rather than themselves. Match Group's repeated messaging about building for 'meaningful connections' sits uncomfortably beside evidence that a significant minority of users treat those connections as networking opportunities with optional romance attached. The regulatory angle remains underdeveloped but worth watching. As duty-of-care frameworks mature, the question of whether platforms bear responsibility for enabling exploitative relationship dynamics could surface. If throning constitutes a form of manipulation — using romantic interest as pretence for social access — does that trigger platform obligations under safety frameworks? The more immediate concern is product-market fit. If 30% of users practise throning, what percentage will tolerate being throned? [The growing adoption of throning among Gen Z singles](https://www.globaldatinginsights.com/featured/gen-z-embraces-throning-for-social-mobility-in-dating/) depends on information asymmetry. Once it becomes widely understood that nearly a third of matches may view you as a status boost rather than a romantic interest, trust in the platform erodes. Meanwhile, as platforms grapple with throning behaviour, they're simultaneously facing [increased pressure from U.S. senators to address rising romance scams](https://www.globaldatinginsights.com/featured/u-s-senators-press-match-group-to-address-rising-romance-scams/), adding another layer of complexity to trust and safety considerations. The convergence of manipulative dating behaviours — whether driven by social climbing or financial fraud — suggests the industry's authenticity crisis extends far beyond [throning and other emerging dating trends](https://www.yahoo.com/lifestyle/articles/modern-love-dating-trends-redefining-210205614.html) that are redefining how younger generations approach romantic relationships. ## Key Takeaways - • Dating app operators can monetise status-seeking behaviours through professional verification features, but explicit promotion risks damaging core user trust and increasing churn. - • Compliance teams and investors should monitor emerging duty-of-care frameworks, as platforms facilitating manipulative dating dynamics may eventually face regulatory scrutiny regarding user protection. ## Frequently Asked Questions ### What is throning in online dating? ### What percentage of singles admit to throning? ### Which dating apps are affected by status-based matching? Cite this article [Trust & Safety](/tag/trust-safety)[Regulation & Policy](/tag/regulation-policy) D [DII Data Team](/author/data-analytics) Data & Analytics Desk The DII Data Team maintains the publication's trackers, market data and analytical reference hubs for the online dating industry. [More articles by DII Data Team](/author/data-analytics) ### In this article - [Social capital as a dating filter](#section-1-social-capital-as-a-dating-filter) - [The operator dilemma](#section-2-the-operator-dilemma) - [The trust erosion problem](#section-3-the-trust-erosion-problem) ### Mentioned in This Article Companies [![Seeking logo](https://img.logo.dev/seeking.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Seeking Dating Platform ](/companies/seeking)[![Match Group logo](https://img.logo.dev/mtch.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Match Group Dating Platform MTCH $31.42 ▼-1.20% ](/companies/match-group)[![Bumble logo](https://img.logo.dev/bumble.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Bumble Dating Platform BMBL $4.87 ▲+3.40% ](/companies/bumble) Products [![Plenty of Fish logo](https://img.logo.dev/pof.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Plenty of Fish ](/products/plenty-of-fish)[![Hinge logo](https://img.logo.dev/hinge.co?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Hinge ](/products/hinge) ## Trending in Dating Tech 1. 1 [![Corporate executives analyzing financial spreadsheets during a cross-border dating app acquisition meeting.](https://images.pexels.com/photos/14970196/pexels-photo-14970196.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/hello-group-15-years-coffee-portfolio) [Hello Group Quietly Adds Coffee Meets Bagel. 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Register free No spam. No password. We'll send a one-time link to confirm your email. ## Comments Join the discussion Industry professionals share insights, challenge assumptions, and connect with peers. Sign in to add your voice. Sign in with Google or use email Your comment is reviewed before publishing. No spam, no self-promotion. [← Previous Article AI-Driven Romance Scams: Trafficking Crisis Forces Dating Apps' Hand ](/news/deepfakes-dating-apps-stop-ai-fraud)[Regulatory Monitor](/news?category=regulatory-monitor)[Next Article → Dating Apps Aren't Just for Matches. They're Social Utilities Now. ](/news/study-dating-apps-beyond-love-hookups)[Data & Analytics](/news?category=data-analytics) ## More in Data & Analytics [View all →](/news?category=data-analytics) [ Data & Analytics ![A person holding a smartphone showing a dating application interface with digital artificial intelligence graphics.](https://images.pexels.com/photos/11216260/pexels-photo-11216260.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### AI in Dating: When Automation Masks a Design Crisis 82% of Gen Z and 87% of millennials already use AI to write dating messages and build profiles 62% of Gen Z and 70% of m… Monday 10th November · 1 min read Read → ](/news/ai-use-online-dating-rises-hily)[ Data & Analytics ![A couple conversing over drinks at a cocktail bar on a first date.](https://images.pexels.com/photos/10071544/pexels-photo-10071544.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Dating Apps Face a Consent Crisis: Lies Aren't Just Profile Deep Over a third of adults admit to lying on first dates, according to survey data from Gamblizard polling 2,000 adults One … Friday 12th September · 1 min read Read → ](/news/study-reveals-why-people-lie)[ Data & Analytics ![A person holding a glowing smartphone in a dark bedroom late at night to send private text messages.](https://images.pexels.com/photos/31466355/pexels-photo-31466355.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Gleeden's Emotional Affair Data: A Wake-Up Call for Dating Apps 40% of married users on extramarital platform Gleeden report engaging in emotionally intimate online relationships witho… Monday 12th May · 1 min read Read → ](/news/gleeden-study-married-indians-digital-affairs)[ Data & Analytics ![A smartphone held by a user reviewing privacy options on a mobile application screen in a dimly lit room.](https://images.pexels.com/photos/13490395/pexels-photo-13490395.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### India's Dating Apps Profit from Married Users. The Industry's Open Secret. Dating apps in India are projected to reach $450M in revenue by 2027, with married users representing a significant but … Monday 5th May · 1 min read Read → ](/news/over-half-married-indians-questioning-monogamy) ![](https://images.pexels.com/photos/11216260/pexels-photo-11216260.jpeg) Up next: [AI in Dating: When Automation Masks a Design Crisis](/news/ai-use-online-dating-rises-hily) [](/news/ai-use-online-dating-rises-hily) ![Dating Industry Insights](/assets/dii-logo-footer-B-hNTbau.webp) B2B intelligence for the online dating industry. 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