Spring in the Air Trumps Valentine’s Day When it Comes to Americans Looking to Join Dating Apps, According to New Report from Mobile Marketing Firm Liftoff
Report based on 930 million mobile impressions shows a 131.7 percent spike in dating app downloads in Spring compared to any other time of year
MENLO PARK, Calif.--February 12, 2015--Today Liftoff, the leader in mobile app marketing and retargeting, released a new data report illuminating trends in mobile dating behavior just in time for Valentine’s Day. Not only does the report reveal that Valentine’s Day is certainly not the biggest days of the year for mobile dating apps, it also shows interesting trends in how men’s download activity compares to women’s.
Based on an analysis of more than 930 million mobile ad impressions and nearly 130,000 post-install events collected between January 2015 - January 2016 from seven of the top dating apps in the U.S., Liftoff’s report found the following:
Weather has the biggest impact on when people start mobile dating.
While many marketers and advertisers believe that the weeks before Valentine’s Day are the best days to acquire a new dating app customer and spend massive amounts of their budget accordingly, they may be wasting their money and efforts. According to the report’s findings, Spring is actually the best time for mobile dating. Men and women alike are 131.7 percent more likely to subscribe in the Spring than the rest of the year. Furthermore, Fall represents the worst season for mobile dating, as engagement and subscriptions drops off by 36.6 percent across both males and females.
Even more interesting, the average cost per subscription decreases by 51.8 percent between the months of March and May compared to the rest of the year, while in the months between September and November it increases by 9.3 percent. Whether you’re a marketer or a single looking for love, warmer seasons increase your likelihood of gaining a new customer or finding a date.
April is the best month for men to use dating apps.
Considering that men are on average registering for dating apps 6.5 percent more than women, it can be difficult for them to catch a date. However, there is a window of opportunity for men to have better odds at their mobile dating game in the month of April. In April, the rate at which female users install and subscribe to a dating app is 2.3 times higher than average. In fact, 7 out of 10 women who download a dating app in April go on to register, making this the best (and most likely) month males will find a date.
Not just for ladies--It’s men putting forth the effort on dating apps before Valentine’s Day.
Leading up to Valentine’s Day, there are some interesting trends showing how men and women differ in installing and registering for mobile dating apps. In the first two weeks of February, men are 1.9 times more likely than women to install a dating app, and they are also 10% more likely to register for one during the same time period. Though marketers may lead us to believe that Valentine’s is solely for the ladies, these numbers suggest that men may feel more compelled to participate in the Hallmark holiday.
To learn more about Liftoff and view the complete findings, download the full report here: http://info.liftoff.io/dating-app-report.
Liftoff is a performance-based mobile app marketing and retargeting platform which uses post-install user data to run true cost-per-action user acquisition and retention campaigns. Powered by advanced machine learning and lookalike targeting, Liftoff campaigns are optimized to drive actions beyond the install, like booking a hotel, making a reservation, or renewing a subscription. Based in Menlo Park, CA, Liftoff works with the leading app publishers and brands.
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