Katz / Blumler / Gurevitch 1974, p. 22). The same applies to the use of mobile dating applications, since mobile dating is not the only way to seal the need to meet new people, for example. As a fifth aspect, it is assumed that media users always have goals and needs with regard to media use and that they consciously use the media based on certain motives (cf. Katz / Blumler / Gurevitch 1974, p. 22). This usage hypothesis is very similar to the initial assumption by Katz, Blumler and Gurevitch, since by installing mobile dating applications, app users can, for example, pursue the goal of testing their own value on the single market or of satisfying the need for attention that results that media use is made consciously.
However, even if the five assumptions of the benefit and reward approach by Katz, Blumler and Gurevitch with regard to the use of mobile dating seem handy at first, it should be noted that they are based only on the “intended” and not “received” gratifications (cf. Schenk 2002, p. 637). In order to investigate this, the extended needs-oriented model, also called the GS / GO model, should also be taken into account. The GS / GO model distinguishes between the wanted (gratification Sought = GS) and the received (Gratifications Obtained = GO) gratifications (cf. Schenk 2002, p. 637). This distinction is important insofar as the gratuities that the user receives, for example through the use of a mobile dating application, have an influence on the expectations and usage motives as well as on the gratuities sought (cf. Schenk 2002, p. 637). To what extent this extended approach behaves within the Internet and the use of mobile dating applications has not yet been researched in gratuity research.
In view of this, it can be summarized that the motives for using mobile dating can only be partially explained with the help of the basic assumptions of the benefit and reward approach. The principle of gratuity seems to be an important aspect here, which creates the attraction of using mobile dating applications. Other researchers now also assume this, so that some scientific studies use the benefit and reward approach as the basis of their investigation and can therefore be assigned a relevant status.
The next two sub-chapters briefly describe the reasons for using and motivating mobile dating applications based on two scientific studies.
The following study was carried out by Neu.de GmbH in cooperation with d.core last year in the form of an online survey. 2,017 singles between the ages of 18 and 64 in Germany took part in this, with a special focus on user expectations and development trends in mobile dating.