Underwood Trumps Trump
About 4 weeks ago, we rolled out our very first filter pack for profile photos — Election Filters. Since we’re all about combating societal stereotypes, we were eager to shake up the discourse and get the conversation started. This is our own in-app version of the US Primary Election.
We introduced 10 filters ranging from the top 2 delegate receivers for both the Democratic and Republican parties as well as a range of more lighthearted subjects that speak to millennial culture. We couldn’t wait to compile the data on these filters since we have nearly 5 million users, 80% of whom are between 18-35 years old. We broke the insights down by state, age, gender, education level, and more. The results provide us with fascinating insight into the minds of our daters and voters.
The biggest surprise was how well some of our comical filters performed. Underwood for President beat every other filter by a landslide. It was both the most used and the most right swiped in general. The fictional ticket of Francis and Claire Underwood for president and Vice President, respectively, from Netflix’s House of Cards shows the popularity of pop culture as it relates to politics, despite this duo being both murderous and Machiavellian. Possible nod from our users to fatigue of “politics as usual?”
Among other interesting upsets were Pizza for President receiving more right swipes than our Trump filter, despite Trump “winning” 8 states by being applied the most in those locations. Additionally, #IDGAF left all republican filters in the dust in both application and right swipes. Lastly, Sanders has widely been considered by mainstream media as the runaway hit among millennials, but according to our stats, Hillary took 3 more states, despite our young demographic.
The filters also affected the way people behaved in the app. Since we separated our data into how often a filter was used (biggest number of uses meant that filter “won” the state) vs. how many right swipes that filter got, we were able to find what types of users matched with others.
For someone who selected a Democratic filter, they had a 77% swipe left rate on those with Republican facing filters. For those who chose a Republican filter, they were over 90% sure to swipe left on Democratic filters.
Trump was 66% more likely to be left swiped than any other filter, and Republicans seemed to band together. Cruz and Trump had over 25,000 joint matches, meaning one person was using a Cruz filter, and the other user had chosen Trump. The most adamantly opposed based on match rate? No surprise there — Sanders and Trump.
We saw some great proof of concept in the way women interacted with filters, as a woman was 34% more likely to right swipe a man who had a filter applied. For women who were using a filter themselves, 90% of their right swipes were given to profiles also using filters, showing that when a woman openly cares about her candidate of choice, and isn’t nervous to wear it on her *digital* sleeve, she sought out like-minded individuals and they were inclined to like her back.
Additionally, match rates also went up 2x in general when each party was using a filter. Male to male matches soared when filters were applied, making male to male matches 3x more likely with a filter.
On a lighter note: Underwood, and Pizza had the highest match rates between the two filters.
Unsurprisingly, we found that politics are important to our users, and while the conversation may seem to be a heavy topic for a first meeting, it helps people connect by relating to one another beyond a profile photo or common friend.
A political stance says a lot about a person. Politics represent entire value sets, lifestyle choices, passions, and beliefs, making choosing a potential partner or friend much easier if you care about their stance — whether you are looking to make connections with like-minded individuals or to discuss the election with those who think differently.
In what may be most notable from our data, there was absolutely no increase in any kind of chat abuse or abusive language among parties that were not closely aligned in values, showing that Bumble users continue to be kind and respectful to each other, even with hot button issues.
…Oh and Kanye, if you’re reading this, according to our data, you really may have a chance amongst millennial voters if you decide to run for office in 2020. Godspeed.
For more information on our election filters, email us! firstname.lastname@example.org