Young voters are seen as a key demographic in the upcoming E. referendum, with a recent You Gov poll suggesting that 63 percent of those aged between 18 and 29 want to stay in Europe.
It is not the first time Tinder has been used to engage with potential voters.
reports that the window for when the highest number of singles sign up for online dating and look around for potential matches stretches to after work on Monday, January 4, with 5 to 8 p.m. The public relations and communications manager for Plenty of Fish, Shannon Smith, told that the numbers are in singles’ favors during this time: “Users who sign up during the first week of January will find their partner an average of two weeks faster than those who sign up later, taking an average of just 10 weeks compared to an average of 12 weeks throughout the year,” she said.
The idea with Tinder is that Cameron will place adverts that resemble dating profiles as part of the electoral registration drive.
“We are always looking for ways to try and encourage people to register to vote,” read a statement from the prime minister’s press office.
Earlier this year, the dating app was used as a platform to help users find the political candidate they best match with.
Swipe The Vote asked Tinder users 10 questions designed to assess their political preferences, including issues like same-sex marriage, immigration and fracking.
“After all, millennials should play a big role in deciding who our next president it,” Tinder said in a blogpost at the time.
Figures from various dating sites suggest that the days following the New Year, and especially Sunday this year, are the busiest and most fruitful times to sign up for online dating.