Online Dating Doubles Year-Over-Year as Users Seek Connection To Begin Year Three of Pandemic, According to New Report from Liftoff

Liftoff, one of the world’s largest independent and privacy-friendly platforms fueling the entire mobile app growth cycle across user acquisition, engagement, monetization, and analytics, today released its 2022 dating apps report, analyzing mobile data in the digital dating space. With over 270 million users and sources predicting an almost $9 billion global market, this dating apps study shows looking for love via smartphones is continuing to trend upward as the pandemic continues to affect users on a global scale. 

This data draws on more than 29 billion ad impressions and 201 million clicks across 13.7 million installs and 79 apps between November 1, 2020 and November 1, 2021, to find:

YoY Spike Shows Users Seeking a Lover As Pandemic Rages On
Online dating has become an increasingly accepted normal to skyrocket in popularity with the ongoing pandemic. As users settle into this presumed normal, mobile will remain a key source of dating interaction. Year-over-year from 2020 to 2021, cost-per-installs (CPIs) more than doubled from $2.21 to $4.57. As COVID-variants surged and users were forced online, CPIs increased steadily by 12.8% month-to-month from the end of Q2 to the beginning of Q4 2021. 

Mobile marketers should examine their engagement strategies to ensure they can continue to ensure they keep this onslaught of new users engaged, compelling them to stick around beyond the first few days of use.

Lovers Leap into Dating Apps, Causing Predictions for an $8.4 Billion Global Market by 2024. 
As opportunities for love were shuttered indoors during the pandemic, there were an estimated 270 million dating app users worldwide. While mobile device usage and internet connection continue to expand — and the pandemic keeps inhibiting real-life connections — this number of users is only expected to grow, leading outside analysts to predict that the global market for mobile dating apps will surpass $8.4 billion by 2024. Marketers would be smart to jump into this dating pool and take their apps global. 

Although purchase rates dipped to an annual low of 3.13% in May 2021, a lively summer for singles helped reengage vaccinated, ready-to-mingle dating app users and by October 2021, rates had steadily increased to 9.58%.

“With the growing popularity of dating apps, marketers are expected to be agile and attentive to stay competitive in this growing market,” said Mark Ellis, CEO of Liftoff. “As the pandemic ebbs and flows, bringing users together in different ways each season, marketers will need to stay creative to get the attention of users to drive more than free swipes through the year.”

iOS Users More Likely to Wine-and-Dine…Themselves As iOS In-App Purchases Tower Over Android 

While Android users cost more to convert to purchase at $52.17 (compared to iOS users’ $47.19), iOS users are two times more likely than Android to make an in-app purchase. This trend, along with iOS showing a 79% higher registration rate than Android, points toward iOS users as bigger mobile daters. With this group willing to spend more to find love, mobile marketers may want to double-down in this space.

For more details on Liftoff and to download the full report, visit here.

Methodology
The 2022 Dating Apps Report draws from Liftoff and Vungle’s internal data from November 1, 2020, through November 1, 2021—which spans 29 billion ad impressions, 201 million clicks across 79 different apps, 13.7 million installs and 6.5 million events to deliver key takeaways on dating app engagement worldwide.

About Liftoff
Liftoff is a complete mobile app marketing platform that helps companies acquire and retain high-quality mobile app users at scale. Liftoff uses prediction intelligence and unbiased ML to find engaged users at scale for mobile app marketers, creative testing to deliver the most engaging ad experience and a unique cost per revenue model to optimize for LTV goals. Liftoff is proud to be a long-term partner to leading brand advertisers and app publishers since 2012. Headquartered in Redwood City, Liftoff has a global presence with offices in New York, San Francisco, Seattle, Berlin, London, Paris, Singapore, Seoul, and Tokyo.
 

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