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.如今，不婚现象已成为全球性议题。当代人群倾向于更晚步入婚姻，不仅婚龄延后，结婚率也持续走低——在这一代年轻人眼中，婚姻已不再是那般至关重要的人生大事。与此同时，家庭规模也日趋缩小。受生活成本、时间成本等诸多社会因素影响，不少人选择独居不婚。 然而，研究者却对这一现象有着不同的解读：全球在线约会服务（online dating service）行业的营收正逐年增长，人们选择单身更多是出于机缘而非主动选择。 智能手机作为当下社会广泛使用的智能设备，带动了移动应用产业的蓬勃发展。如前文所述，在线约会行业亦乘势而起，依托各类技术手段迁移至智能手机应用端。毋庸置疑，约会应用是增长最快的细分领域之一：2017年其营收达4.15亿美元，同比增速达29%，该类应用的下载量跻身全球前三，累计下载量突破数十亿次，日均活跃用户约5000万。 尽管该细分领域用户规模庞大、增长迅猛，却面临着盈利困境。相较于整体在线约会服务市场，移动约会应用（mobile dating applications）的营收占比尚不足1%。 本研究仅采用定性研究方法，运用探索性研究框架。研究共开展30场深度访谈（in-depth interviews），通过滚雪球抽样法（snowball sampling）招募受访者，受访者年龄介于23至24岁之间。该方法有助于获取用户对移动约会应用的认知与态度等方面的深度信息。后续研究者对收集到的数据进行解码与分析，以达成研究目标。 本研究题为《泰国用户对移动约会应用的态度》，旨在探究用户洞察，深入了解用户对移动约会应用的态度、使用意愿，以及该类应用带来的正负向影响。研究成果将可为应用开发者与业务管理者优化应用设计、制定用户营收策略提供参考。