Dating apps are the definition of modern love. Where people once cast their nets far and wide looking for romance, dating apps have scooped up and hand-delivered romantic connections for everyone’s convenience. The convenience of online dating paired with the universal pursuit of love has made dating websites and apps extremely popular platforms with large user bases and plenty of marketing opportunities.
1. 15% of U.S. adults are using online dating sites or mobile dating apps
A study conducted by Pew Research estimates that 15% of U.S. adults have used online dating sites and mobile dating apps. Three years prior to the study, only 9% of Americans were looking for connections through websites and apps. Online dating has become a destination for people looking for positive changes in their lives. As the number of single people grows and the popularity of online dating rises, advertisers could benefit from marketing on online dating platforms.
In 2005, only 44% of U.S. adults thought that online dating was a good way to meet people. By 2015, online dating was more culturally acceptable, with 59% of Americans believing that it was a viable way to meet potential partners. Additionally, negative attitudes toward online dating are declining, albeit more slowly than positive attitudes are growing.
In 2005, nearly one-third of Americans believed that those who used online dating services were desperate. Ten years later, that belief is held by less than one-fourth of the population. The decreasing stigma surrounding online dating will lead to increased adoption and new opportunities for marketers.
Tinder, the largest mobile dating app, processes 1 billion swipes and 12 million matches per day, globally. Tinder users are very active, opening the app an average of 11 times a day.
Women spend an average of 8.5 minutes per session and men spend an average of 7.2 minutes per session. In total, a person could be spending 90 minutes a day in the app. That much time in-app is a powerful asset that digital marketers can use to their advantage.
The number of 18-24-year-olds who using online dating has more tripled since 2013 when just 10% of the age group was using an online dating site. Two years later, that number grew to 27%.
Substantial growth is likely attributed to changing attitudes as well as the widespread use of mobile dating apps. In 2013, only 5% of 18-24-year-olds used mobile dating apps. Now, over 22% have reported using dating apps on mobile. This has significant implications for marketers who are looking to target today’s largest consumer groups: Millennials and Generation Z.
Online dating is growing in popularity among adults over 50, too. For individuals between the ages 55 and 64, online dating usage has doubled from 6% and 12% between 2013 to 2015. Online dating for adults ages 45-54 also increased 5%. Understanding which demographics use online dating services will help marketers target audiences more precisely.
Online dating apps don’t just attract the eyes of those looking for romantic partners. Profiles are also viewed by users’ close friends who are keen to give advice. Approximately 22% of online daters have asked someone else to review their profile. As such, dating apps represent a great way for brands to reach multiple people through a single screen.
Match Group is the global leader in online dating, owning sites and apps such as Tinder, Match.com, and OkCupid.com. Of Match Group’s 59 million total monthly users, only 5.5 million are paying members. This means that 90% of Match Group’s users will be exposed to advertisements between swipes and connections on the free versions of its platforms. Marketers can place advertisements in dating apps with confidence that the ads will be seen by a large audience.
Online dating is immensely successfully. In fact, studies have found that two out of three gay couples likely met online. For straight couples, that number is closer to 1 in every 4 couples. The efficacy of dating apps suggests that online dating is here to stay, and may even gradually replace traditional avenues for finding romance. This presents an interesting possibility for marketers to tie their brands to the pursuit of finding love.