We’re living in a digital world. Thanks to smartphones, everything constantly at our fingertips. We no longer have to go to stores to shop, sit in restaurants to order food, or even go places to meet people. There’s an app for that.
As of 2016, 15 percent of American adults claimed that they’ve used online dating sites and mobile dating apps, and the number is growing. Europe has the highest user acquisition cost, meaning app creators spend the most amount of money when trying to acquire dating app customers. North America had both the lowest user acquisition cost and the highest subscription rate. Asia ranked somewhere in between the continents for both categories.
Just as North America, Asia, and Europe have differing trends, men and women respond differently to dating apps. While it costs more for companies to market their dating apps to women and to convince them to install said apps, women are much more likely to register and subscribe to these apps than men. The usage of android devices and apple devices has an impact, too. Women registered for dating apps nearly twice as frequently as men on both Android and Apple devices.
When it gets warm outside, dating apps get more active. The months June through September each see more activity in comparison to the rest of the year, although January is an outlier. Perhaps this is connected with some New Year’s resolutions?
Another observation is that user engagement drops significantly once it comes to dating app subscriptions. It typically takes an entire week for users to install, register and subscribe to dating apps. How do you see these trends changing in the future?