Understanding mobile dating in Singapore.

Abstract

In 2012, more than 14 million people worldwide are using mobile dating (Spira,

2013). 80% of singles prefer mobile dating to online dating (Vale, 2012) as the former

can be connected anytime, anywhere due to widespread adoption of smartphones and

social media (Spira, 2012). Singapore has the greater penetration of smartphone (Reed,

2013) and the highest use of mobile social networking in the world (Chan, 2012), of

which 24 percent is related to mobile dating (Nielsen, 2012). As mobile dating services

gain popularity in Singapore, it becomes a suitable context to study the motivations and

implications behind this emerging phenomenon. This exploratory study examines how

Singaporean mobile dating users strategically market themselves and manage their

romantic interactions in this mediated dating environment, as well as the impact of

mobile dating and privacy concerns raised by disclosing personal and location

information.

The study adopted a mixed method approach of in-depth interviews, participant

observations, and textual analysis of mobile dating profiles. A total of 30 Singaporean

mobile dating users were interviewed. Interview data was analyzed along with

screenshots of interviewee’s mobile profiles and researcher’s observations of the

dynamics of mobile dating technology as well as interactions of mobile daters.

The findings show that mobile dating users in Singapore tend to look for friends,

chats, hookups and one-night stands. Majority mobile daters use real information, create

a realistic impression as well as present the best side of themselves. Physical

attractiveness is found to be very important in mobile dating. Singaporean mobile daters

usually prefer to interact with Singaporeans or Malaysians. After initial text messaging and meaningful and consistent conversations, mobile daters tend to exchange numbers

and meet face to face. Most interviewees feel less awkward to break the ice as well as to

reject someone in mobile dating. Location-based information makes it easier and more

convenient to arrange for meet ups. However, the impact of location-based information

and proximity is found to be limited in the Singapore context as the country is relatively

small and the location services are not very accurate.