Attitudes towards mobile dating applications of Thai users

Nowadays, declined marriage is a global issue. People tend to stay single longer. Marriage has not just been delayed but they occurred less and less as it is perceived to be less important life event for this generation. Households become smaller as well. With many reasons in the society such as living cost or time cost. People are choosing to stay single. Nevertheless, researcher has seen this issue differently as the revenue online dating service industry is growing every year. They are single by chances not by choicesSmart phones are the gadgets that widely used in the society, growing along with them is the mobile applications industry. As mentioned earlier, online dating industry is growing. Thanks to technologies, it migrated itself to smartphone applications as well. We could not deny that dating applications are one of the fastest growing segment with 29% growth in the year 2017 with the revenue of US$415. The applications in this segment are in the top 3 downloaded applications with more than billions of times downloaded. Daily active users are around 50 million. However, the segment has hugely growth and enormous number of users, it struggles in generating revenue. Comparing with the whole online dating service, mobile dating applications accounted for less than 1% of the entire industry revenue. The research was conducted only in qualitative, using exploratory research methodology. The exploratory research comprised of 30 in-depth interviews. Snowball sampling method was used to recruit the respondents. Respondents were in the age range from 23 - 24 years old. These was helped getting insight and deep information in terms of perception and attitude that users have toward mobile dating applications. And later it was decrypted and analyzed by the researcher in order to gain insights as objectives.The study "Attitudes towards mobile dating applications of Thai users" aimed to study insights of the users, trying to understand the attitudes they have towards these applications, their intentions of using the applications as well as the positive and negative impacts caused by the applications. So, the findings would benefit application developers or business managers to design the applications as well as strategies to generate more revenue from users.