Pickle App Gains Popularity During COVID-19 Lockdowns

With the arrival of colder weather and the ongoing coronavirus pandemic leading to increased restrictions on movement, applications utilizing location-based services are experiencing a resurgence in popularity. Individuals are increasingly interested in discovering who is nearby – those within their immediate community – and seeking new connections and resources in their local area.

Applications designed to connect young mothers (Pumpspotting, Peanut), professionals (Fishbowl, Lunchclub), individuals seeking romantic connections (Raya, Bumble), digital nomads (Homeis), local residents (Nextdoor), and millennials (Friended) are all seeing increased usage.

As governments reinstate lockdowns, particularly in the U.K., millennials and members of Generation Z are increasingly turning to location-based apps in an effort to socialize and potentially circumvent restrictions like the “rule of six,” regardless of official guidelines.

Pickle is rapidly gaining recognition among an estimated 350,000 millennials and Gen Z users for this very reason. Initially launched as a TaskRabbit-style platform for younger generations, it is now expanding its function to help users find local companions, especially as traditional travel options are limited by the COVID-19 pandemic.

According to founder Daneh Westropp, “Loneliness is the primary concern for young people today – even more so than the fear of losing a home or employment; 71% of millennials have reported experiencing loneliness [as indicated by a Cigna survey], and 69% of millennials report feeling FOMO when unable to participate in events attended by family or friends [according to a study by Eventbrite].” She explains that this explains why Pickle is improving its position in app store rankings, as people naturally dislike engaging in activities alone.

Westropp’s understanding of feelings of isolation stems from her personal experiences. She fled Tehran with her mother and sister during the 1988 Iran/Iraq war and was subsequently raised by a single mother who struggled with loneliness and depression. After leaving school at age 15, she pursued a career in entrepreneurship.

However, certain aspects of the Pickle app raise potential concerns. Notably, it currently lacks two-factor authentication (2FA). Furthermore, the absence of regulation or content filtering creates uncertainty regarding the identities of individuals users may arrange to meet, which represents a significant risk for many.

It remains to be seen whether Generation Z users will prioritize these concerns given the widespread disruption to their lives caused by the global pandemic.