If your online dating cherry remains intact, you might be forgiven for thinking not much has fundamentally changed from the days of lonely hearts and missed connections columns in the back of your local paper. But anyone who has dipped their toe into the world of left/right swipes, ‘super likes’, and perfectly tweaked selfie profile pictures will be quick to put you right. Fuelled by a raft of new apps – many offering their own unique take on the genre – online dating has never been more widespread, with market leader Tinder alone claiming more than 50 million users, 10 million of whom log on every day.
But with so many options and routes to finding Mr or Ms Right (or even just a beau for the night) and most services somewhat cagey about releasing their exact user numbers, we decided to give online dating the Ogury treatment by taking a deeper dive into usage habits around the world. We looked at a sample of more than six million mobile user profiles from our network – across the US, UK, France, Italy and Spain – all of whom had used dating apps in the six months between January and June 2017. To keep things balanced, we were careful to keep the male to female ratio identical in each territory. The results confirmed a few presumed truths but also revealed a host of new ones. Some highlights included:
- Overall, men are twice as active on dating apps compared to women.
- Female engagement on apps is the highest in Madrid, and lowest in New York City.
- Tinder’s popularity remains high, appearing in the top five favorite apps in every country for both men and women.
- Thursday proved to be the most popular day of the week for dating app usage in every country studied, with users clocking in an average of more than 28 minutes.
- Plenty of Fish is a strong performer in the English speaking countries we studied, but appears to have some work to do on the European continent.
- For gay men in the UK, Grindr appears to have become as much a Sunday tradition as a roast dinner, with a marked spike in activity on that day.
- Single American ladies might consider moving to California, where the ratio of male users to female is almost 8/2. Meanwhile, gents in Wyoming have a more even playing field, with a ratio of around 6.5/3.5 male to female.
The full results are linked below, and were deemed interesting enough by the likes of GQ France, Marketing Communications News, and Global Dating Insights to name a few. Here at Ogury, we might not be able to assist anyone with their love lives, but we can help build a better picture of mobile customers across any vertical. Drop us a line today to find out how we might be able to help you with your data needs, whatever your marital status.