In times of social isolation, online dating has endured as a means for internet users to interact on more than just a romantic level. But the next few months will throw up particular challenges and opportunities alike. Using data from a Zeitgeist survey fielded in January, we look to answer the following questions:.
Global figures for using online dating services have remained pretty consistent since Even in Europe and North America, where significant lifestyle changes forced countless industries to reshuffle and adapt, online dating has endured.
A break from traditional dating amid the pandemic has emphasized the practicality of online services. But niche services have played their part too, catering to audiences outside the usual user base. Like social media, dating apps have never strictly been reserved for younger audiences, but the evolution we recently saw on social is happening in this space too.
Older users have been adopting digital services at unprecedented speeds, and dating is no exception. The pandemic is set to make a further impact on who joins the dating scene. In the U. Older users have taken priority in most vaccination rollouts across the globe, so they will be able to go on in-person dates sooner as well. Platforms will need to consider how these older audiences shape their strategies as normality begins to pick up again.
This translates clearly into their online dating motivations. Much of the discussion about dating during the pandemic has been around how to recreate activities virtually. The same standards of online safety need to be maintained, particularly when they have such importance to vulnerable or minority audiences.
Despite consistent use of online dating throughout the pandemic, enthusiasm for it has taken a hit. Shar Dubey, CEO of Match Group, commented in a recent earnings call on the opportunities of online dating for combating loneliness in general;. After a long period of social isolation, services that accomodate friendly interaction offer a platform for these newcomers to dip their toe in the dating scene once again — or, indeed, for the first time.
During the pandemic, virtual interactions have become the mainstay of events, socializing, working and schooling. For online dating, this was already a cornerstone — daters met, vetted and interacted online, before embarking on a date in the real world. While brands have been working with virtual tools to entice online dating for some time, our data suggests the key hurdles to the activity still concern personal privacy and safety online.
Bumble, for example, grants female users the ability to make first contact — a USP that effectively made the platform a safer space for this group. Given also the impact of a surge in interest among older audiences, these matters of safety will become more of a concern. Are you looking for data on TikTok? Get our comprehensive report with 55 charts and individual data points covering TikTok revenues, usage and demographics.
Marketed as the feminist dating app, Bumble allows women to make the first move, giving them full control of the experience. Hinge, another IAC-owned app, switched its entire platform in to focus on long term relationships. That said, the culture is not devolving back to the Match. Tinder and Badoo are still the leaders in monthly active users, and in emerging markets like China and South-east Asia, casual dating apps are far exceeding long-term services in popularity.
Revenue in the dating app market has increased at a steady rate, powered primarily by Tinder and Bumble , which have captured the most profitable region, North America. All dating apps covered in this sector profile use a freemium model which removes limitations, such as the amount of swipes, alongside providing ways to skip the matchmaking algorithm. However, the barrier to entry is much lower than on older dating sites, so the vast majority of users do not pay for premium services.
Increases in usage have been primarily pushed by newer applications, such as Tinder , Bumble and Hinge, which are mobile based and far more tailored to casual dating. In the past few years, Bumble and Hinge have attempted to shift from Tinder, by marketing their product as more for relationships than hook-ups.
While casual dating is not as prevalent in Asia, there are a few apps that have recorded double digit monthly active users. Tantan, operated by Chinese social search provider Mono, is one of the most popular, with an estimated 20 million monthly active users. Badoo and Tinder are the two largest platforms worldwide, although Tinder seems to still be growing while Badoo has lost active users in the past five years.
Interests have changed somewhat in the past five years, as users look for apps that deal in long-term relationships instead of casual hook-ups. While older services, such as Match. In comparison to global results, Badoo is almost non-existent in the US market. The size of Tinder and Bumble , in comparison to legacy dating sites like Match. As the most popular app in the highest revenue-per-user region North America , Tinder has been independently valued higher than Badoo, which has similar monthly active user figures.
MagicLab, the developer behind Bumble and Badoo, recently changed its corporate name to Bumble. We believe Bumble is the more valuable of the two assets, due to its recent growth in the US market. The dating app sector is expected to grow at a steady rate, as more users in North America, Europe and South America activate accounts. It is unlikely that a new competition will emerge in the North American market, as Tinder , Bumble and Hinge cover casual to serious; students to middle aged professionals.
Other services like OKCupid and Match.
This survey finds that the public is somewhat ambivalent about the overall impact of online dating. The following are among the major findings. Experience with online dating varies substantially by age. Beyond age, there also are striking differences by sexual orientation. There are only modest differences between men and women in their use of dating sites or apps, while white, black or Hispanic adults all are equally likely to say they have ever used these platforms.
At the same time, a small share of U. This too follows a pattern similar to that seen in overall use, with adults under the age of 50, those who are LGB or who have higher levels of educational attainment more likely to report finding a spouse or committed partner through these platforms. Online dating users are more likely to describe their overall experience with using dating sites or apps in positive, rather than negative, terms.
For the most part, different demographic groups tend to view their online dating experiences similarly. But there are some notable exceptions. While majorities across various demographic groups are more likely to describe their searches as easy, rather than difficult, there are some differences by gender. There are substantial gender differences in the amount of attention online daters say they received on dating sites or apps.
The survey also asked online daters about their experiences with getting messages from people they were interested in. And while gender differences remain, they are far less pronounced. Online daters widely believe that dishonesty is a pervasive issue on these platforms. By contrast, online daters are less likely to think harassment or bullying, and privacy violations, such as data breaches or identify theft, are very common occurrences on these platforms.
Some experts contend that the open nature of online dating — that is, the fact that many users are strangers to one another — has created a less civil dating environment and therefore makes it difficult to hold people accountable for their behavior. This survey finds that a notable share of online daters have been subjected to some form of harassment measured in this survey.
Fewer online daters say someone via a dating site or app has threatened to physically harm them. Younger women are particularly likely to encounter each of these behaviors. The likelihood of encountering these kinds of behaviors on dating platforms also varies by sexual orientation. LGB users are also more likely than straight users to say someone on a dating site or app continued to contact them after they told them they were not interested, called them an offensive name or threatened to physically harm them.
The creators of online dating sites and apps have at times struggled with the perception that these sites could facilitate troubling — or even dangerous — encounters. And although there is some evidence that much of the stigma surrounding these sites has diminished over time, close to half of Americans still find the prospect of meeting someone through a dating site unsafe.
Americans who have never used a dating site or app are particularly skeptical about the safety of online dating. There are some groups who are particularly wary of the idea of meeting someone through dating platforms. Age and education are also linked to differing attitudes about the topic. Americans — regardless of whether they have personally used online dating services or not — also weighed in on the virtues and pitfalls of online dating.
These users also believe dating sites and apps generally make the process of dating easier. On the other hand, people who said online dating has had a mostly negative effect most commonly cite dishonesty and the idea that users misrepresent themselves. Pluralities also believe that whether a couple met online or in person has little effect on the success of their relationship.
Public attitudes about the impact or success of online dating differ between those who have used dating platforms and those who have not. People who have ever used a dating site or app also have a more positive assessment of relationships forged online.
About Pew Research Center Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research Center does not take policy positions.
Tankovska , Feb 25, In , online dating revenue in the U. The number of users is also expected to see an annual increase, with That year, paying customers accounted for approximately one-third of U. While many dating sites and apps are free, some platforms use a freemium pricing model that supports online purchases. By upgrading to premium accounts, users can get various exclusive features like notifications on profile visitors or profile visibility boosts. Whether such paid subscriptions increase the likelihood of finding the perfect match is debatable.
And while it is difficult to measure the success rate of dating related services in general, online dating platforms have undoubtedly become one of the most common initial points of contact for couples and marriage partners in the United States. According to a study, almost half of U. By the end of that year, around 77 percent of adult online users reported having gone on a date with someone they had met online.
With over 7. Tinder is owned by Match Group Inc. The Match Group generated 2. To become a fully independent company, the Match Group announced an upcoming separation from holding company IAC InterActiveCorp in late after having been a subsidiary for over four years. How this future split will affect its products remains to be seen. In any case, the potential for innovation is seemingly endless, as Bumble has already shown.
The dating app, created by former Tinder co-founder Whitney Wolfe, only allows female users to initiate chatting in hopes of curbing unwanted advances and making the digital dating world a more women-friendly environment. This text provides general information. Statista assumes no liability for the information given being complete or correct.
Due to varying update cycles, statistics can display more up-to-date data than referenced in the text. Statistics on the topic. Online dating revenue in the U. Users United States: online dating revenue Leading dating apps and platforms Most popular online dating apps in the U.
Usage U. The Match Group Match Group: annual revenue Tinder Tinder iOS revenue in leading markets Q3 Tinder usage reach in the United States , by annual household income. Go to report. Key figures The most important key figures provide you with a compact summary of the topic of "Online dating in the United States" and take you straight to the corresponding statistics. Leading dating apps and platforms Most popular online dating app in the U. Reach of Bumble in the U. Most popular online dating app in the U.
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