New Dating App, The Grade™, Expels 5% Of Users

Data Shows That User Behavior Has Improved Since The Introduction of Grades--Female Response Rates Up 47%, While Men Have Become 21% More Likeable To Women On The Grade

Dec 11, 2014

NEW YORK, Dec. 11, 2014 /PRNewswire/ -- The Grade, an online dating application recently launched by Snap Interactive, Inc. ("SNAP" or the "Company") (OTCQB: STVI), announced today that it has expelled 5% of its users who had received "F" grades generated by a proprietary algorithm that analyzes user behavior.  The expelled daters come from a pool of over 7,000 downloads since the app's launch.  When comparing user behavior before and after the introduction of grades into the user experience, the data showed that singles have become more articulate, responsive, and desirable. 

New data reveals that since the introduction of "grades", male users on The Grade have improved the quality of their messages with a 43% decrease in the use of slang, spelling errors, and offensive content. This may be the reason that female users on The Grade are "liking" men 21% more frequently while also responding to their messages 47% more often. 

Since grades were introduced on November 10th, The Grade has received more than 7,000 downloads, 800,000 profile swipes, 4,200 back button uses and 5,100 matches, while 26,000 messages have been exchanged by users.

The Company's CEO, Clifford Lerner, says, "We believe that by bringing our method of accountability to dating, The Grade is able to deliver on its goal of creating a community of high-quality singles that are not only desirable, but are also articulate and attentive daters. Although mobile dating apps have exploded in popularity, the pool has been polluted by low-quality users who are often hostile, offensive, and undesirable, with females demanding a better experience."

Lerner continues, "We're thrilled to see that the concept behind The Grade is resonating so strongly with singles as our data shows that we have already seen substantial improvements in message length and quality, particularly from men, which may be the reason why women are responding to their messages 47% more often. "

Below is a summary of key data broken down by gender, comparing the behavior of users before and after grades were introduced on the app.  

Females

Before Grades

After Grades

% Change

Rate That Females Like Men

8.7%

10.5%

21%

Response Rate to Messages Received

39%

57%

47%

Average Message Length in Characters

25.9

41.2

59%

% Of Messages That Contain Low-Quality Content*

11%

5%

-53%





Males

Before Grades

After Grades

% Change

Rate that Men Like Females

43.5%

43.5%

0%

Response Rate to Messages Received

66%

68%

3%

Average Message Length in Characters

28.6

43

50%

% Of Messages That Contain Low-Quality Content*

9%

5%

-43%

*Low-quality messages include certain spelling mistakes, use of slang, and inappropriate or hostile content. 

Information is based on approximately 2 million swipe interactions and 50,000 messages from all users before and after grades were introduced, including those who were subsequently expelled, to ensure accurate comparisons.

The Grade is available in all locations and is currently free and available to download here in the App Store on iTunes or by searching The Grade Dating. The Grade may provide metric updates, news, and additional information on its Twitter account @thegradeapp or www.twitter.com/thegradeapp.

PR Contact: 
Sarah Meyer
Snap@SpecOpsComm.Com
212-518-7721

IR Contact: 
IR@snap-interactive.com 

Stephen Hart 
Hayden IR 
hart@haydenir.com 
917-658-7878

About The Grade
The Grade is the first dating application that holds users accountable for their behavior by using a proprietary algorithm that assigns letter grades to users ranging from "A+" to "F" based on profile quality, responsiveness, and message quality. Users with a grade of "D" or "F" receive a warning and instructions on how to improve their grade, while users who maintain an "F" are expelled. They do have the ability to "appeal" the decision by providing compelling reasons why they should be allowed back; however, re-entry is not guaranteed.  By expelling low-quality users who receive an "F" grade, The Grade aims to create a community of high-quality users who are desirable, articulate and responsive. 

About Snap Interactive, Inc.
Snap Interactive, Inc. develops, owns and operates dating applications for social networking websites and mobile platforms.  The Grade is a mobile dating application catering to high quality singles.  SNAP's flagship brand, AYI.com  is a multi-platform online dating site with over one million active users.  For more information, please visit http://www.snap-interactive.com/

The contents of our websites are not part of this press release, and you should not consider the contents of these websites in making an investment decision with respect to our common stock.

Facebook® is a registered trademark of Facebook Inc. iPhone® is a registered trademark of Apple Inc. Android® is a registered trademark of Google Inc. The Grade is a trademark and AYI.com® is a registered trademark of Snap Interactive, Inc.

Forward-Looking Statements:

This press release contains "forward-looking statements." Such statements may be preceded by the words "intends," "may," "will," "plans," "expects," "anticipates," "projects," "predicts," "estimates," "aims," "believes," "hopes," "potential" or similar words. Forward-looking statements are not guarantees of future performance, are based on certain assumptions and are subject to various known and unknown risks and uncertainties, many of which are beyond the Company's control, and cannot be predicted or quantified and consequently, actual results may differ materially from those expressed or implied by such forward-looking statements. Such risks and uncertainties include, without limitation, risks and uncertainties associated with (i) the Company's ability to generate and sustain increased revenue levels and achieve profitability in the future; (ii) the Company's heavy reliance on the Facebook platform to run its application and Facebook Inc.'s ability to discontinue, limit or restrict access to its platform; (iii) the Company's ability to maintain good relationships with Apple Inc. and Google Inc.; (iv) the Company's reliance on its senior executives; (v) intense competition in the online dating industry; (vi) the Company's reliance on a small percentage of total users for substantially all of its revenue; (vii) the Company's ability to develop and market new technologies to respond to rapid technological changes; (viii) the Company's ability to effectively manage growth, including attracting and retaining qualified employees; (ix) the Company's ability to retain and attract subscribers; (x) the effect of any interruption or failure of the Company's data center, programming code, servers or technological infrastructure; (xi) the effect of security breaches, computer viruses and computer hacking attacks; (xii) the Company's ability to comply with laws and regulations regarding privacy and protection of user data; (xiii) governmental regulation or taxation of the online dating, social dating or Internet industries; (xiv) any claim that the Company may have infringed on intellectual property rights of others the Company's ability to protect its intellectual property rights; and (xv) the Company's ability to obtain additional capital or financing to execute its business plan. More detailed information about the Company and the risk factors that may affect the realization of forward-looking statements is set forth in the Company's filings with the Securities and Exchange Commission (SEC), including the Company's Annual Report on Form 10-K and its Quarterly Reports on Form 10-Q. Investors and security holders are urged to read these documents free of charge on the SEC's web site at http://www.sec.gov. The Company assumes no obligation to publicly update or revise its forward-looking statements as a result of new information, future events or otherwise.

SOURCE Snap Interactive, Inc.


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