Dating Apps Research

Trends

Anya Pratskevich by Anya Pratskevich | February 13, 2019

Love may be the international language, but when it comes to online dating, some regions speak it more fluently than others. Latin America, for example, has become a booming market for dating apps. This year, mobile users in LATAM subscribed and made in-app purchases in dating apps at a much higher rate than mobile users in EMEA (3.7x), North America (4.5x) and APAC (4.7x).

This insight comes from Liftoff’s annual study of dating apps, released just in time for Valentine’s Day. View the infographic to learn more.

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For this study, we examined over 53 billion dating app ad impressions across 15+million app installs and 11 million post-install events (subscriptions and in-app purchases) over the entire year of 2018.

Latin Lovers Engage the Most

Compared to other regions, Latin America features the highest subscription rate of 10.97%. EMEA comes second with 2.93%, followed by North America (2.45%) and APAC (2.35%)

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Both Genders Are Ready to Foot the Bill for Online Dating

On average, in dating apps, women subscribe and make in-app purchases at a slightly lower rate than men. But year-over year trends show that this rate is increasing — for both genders. On average, 2.02% of female users who install a dating app proceed to subscribe or make an in-app purchase, compared to 2.17% for men.

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Android Lovers Are More Frugal

Android installs may cost less, but they are also less likely to convert to subscriptions, compared to iOS users. On average, just 1.69% of Android users who install an app end up subscribing or making an in-app purchase, compared to 2.81% of iOS users.

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Summer is a Fruitful Season for Subscriptions

Subscription rates peak in June (2.59%) and July (2.61%), suggesting that the desire for summer lovin’ has mobile users opening their hearts — and digital wallets.

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Lovers Are Faster to Take Action

Globally, registrations happen in less than two minutes post-install, while subscription and in-app purchases take nearly two days. Even though converting users to subscribers is still a challenge for marketers, conversion time is down significantly from 2016, when the time from install to subscription was closer to a week.

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