Ironically, Tinder was the first dating service to not have widespread complaints of sexism in its user experience, and the first to become truly popular with heterosexual women. In October of 2013, New York magazine published a benevolent analysis titled " How Tinder Solved Online Dating for Women ." At the end of 2013, 45% of Tinder users were women, and it was the fastest growing free dating app in the U.S. Men and women use the service with basically the same frequency. Users told Marcotte they find it safer, more fun, and more socially acceptable than its competitors. Some of its success may come from Tinder feeling more like a game than like traditional online dating. The minimalist (no long profiles) and pre-vetted (connected to Facebook) setup has eliminated many of the harassment problems that plague dating apps such as OkCupid.