Everything you can learn from the success of dating apps

The dating apps They have become the “great connector” today, making it easier for users to meet new people and, at the same time, revolutionizing the way we find partners, companions and even best friends.

Today, the market is flooded with dating apps, reaching a figure of 1,500. There are many themes of these platforms to find a partner and adapt to all kinds of market niches: from apps that cater to specific professions (FamersOnly Dates) to apps that help dog owners find the perfect match for their pet (Twindog).

Data on the huge growth of dating apps

Recent research indicates that the number of dating app users worldwide, is also on the rise. In the United States alone, the dating app industry generated $1.5 billion in revenue in 2016, and is on track to grow by another $5.1 billion in 2018.

On the other hand, the largest population increase has occurred among users aged 18 to 24, tripling the figures and increasing by 27%, compared to 10% in 2013.

The time spent on these types of platforms is also increasing. In January 2017, the well-known app Tinder, revealed that users typically spent around 90 minutes a day on the app, logging in at least 11 times.

But it's not all good news. The more apps there are and the more users, the more competition there is, and at the same time, the pressure on app vendors increases as they find it harder to acquire, engage and retain large numbers of users.

Conversion rates and user growth

More and more people are using these types of dating apps to find that special someone. What was usually seen as a last resort is quickly becoming the first choice of users.

Amidst this flurry of interest and activity around the dating appsLiftoff's dating app report explains that costs reflect a decline:

• The average cost to acquire a new user decreased in 2017 ($ 2.75) by 18%, compared to the previous year ($ 3.36).
• The cost for a user to complete a registration ($ 5.12), is also lower, reaching 23% less than the previous year ($ 6.65).
• On the other hand, the installation for registration, with a rate of 53.8% in 2017, is slightly higher than the rate recorded in 2016, which was 50.6%.
• But the real surprise is the drop in the cost to acquire a user who commits to a subscription.

In general, Costs have decreased and conversion rates remain stable. Why is this? Mainly because the social stigma associated with the use of dating apps has changed. On the other hand, it is also due to the determination of the sellers, forced to compete in a market saturated with dating apps, struggling more and more to identify and engage the user from the first moment.

Regardless of the reason, the result indicates a positive trend that will surely continue in 2018Clearly, users are willing to install the apps and complete registration, entering valuable data, which is of great help for future improvement of these platforms.

Gender differences in engagement

Boosting subscription It is considered the biggest challenge faced by marketers to ensure that there are equal numbers of male and female subscribers.

Starting with the app install rate, men tend to have a lower cost (2.48 $), compared to women who represent 18% more. Although curiously, la registration fee for installation, is usually 60.5% for women, compared to men with only 47.4%. This means that, although the female audience is a little more expensive to acquire, they are also very committed.

The conversion costs and subscription rates have also undergone an interesting change. On the one hand, acquisition costs for male (180,89$) and female (198,75$) app subscribers have decreased compared to the previous year (men: 228,55$; women: 251,12$). However, the install rates for subscriptions for both years are roughly at the same level. Therefore, it is quite obvious that marketers need to focus much more effort and creativity on converting users into subscribers.

Engagement differences depending on the operating system

A study of funnel costs and engagement rates reveals striking similarities and opportunities between the two operating systems, iOS and Android. For example, the cost of acquiring a user who completes a registration is very different depending on the platform (3,76$ for Android and 6,47$ for iOS), while the costs of acquiring a user who completes a registration are very different depending on the platform (3,76$ for Android and 6,47$ for iOS). conversion rates remain roughly the same.

Simply put, iOS users may cost almost 70% more than Android users, but they are also more likely to engage as the install-to-subscribe conversion rate for iOS users is 82% higher than for Android users.

Prioritize your campaign goals and tactics based on the app you offer and the audience you want to target.

Engagement differences by region

A recent BBC investigation shows data from 52 countries around the world where users use dating apps to find fun and romance.

Costs and conversions by region

• Asia-Pacific: A region where a significant percentage of the population is under 25 years old, represents an incredibly attractive market for dating apps. Despite having a culture that is marked as being more conservative compared to the West, a combination of local and global dating apps are flourishing and fighting for market share.
• North America: the birthplace of many successful dating apps, leads the industry in both cost and conversion rates. It’s a sophisticated market where these apps are part of the social culture, which helps explain why the install-to-signup (65.8%) and install-to-subscription (4.1%) conversion rates are off the charts.
• Europe: It is a moving market with moderate prices and a growing interest in this type of applications. Detecting a business opportunity, The Meet Group, whose social and dating apps attract users in more than 100 countries, acquired LOVOO from Germany in September 2017. This dating platform was ranked as the number one app (measured by downloads) among users in Germany, Switzerland and Austria.
• South America: It's not a market for beginners, but the incredible success of local apps like Kickoff, which initially launched in Brazil and has expanded across the region, shows that dating apps are on the rise.

The success of dating apps according to the seasons of the year

The dating apps They have changed the way people search for dates, partners and friends, and have redefined the specific seasons of the year when people look for someone to connect with or maintain a relationship with.

• Cuffing season: a specific season, when the use of dating apps increases significantly. This trend usually begins in the fall, as children return to school and people take stock of their lives. Another reason is that singles start looking for someone to accompany them to parties, office events and family gatherings as the holiday season approaches.
• Spring and early summer: It is another period when thoughts can turn to love and wanting to plan a vacation with someone special can be quite tempting. Not surprisingly, these are also months when marketers can acquire users at reasonable prices and achieve high engagement rates.
• Valentine's Day: The high prices around this time are a result of fierce competition from a large number of dating apps for the same pool of potential users. At just 63.1%, the conversion rate is less impressive. Research by Liftoff highlights months when conditions are much more favourable, so marketers would do well to spread their investment across the seasons, not just on key days.

Nowadays, mobile devices and dating are increasingly linked. However, the more app downloads The more content on this topic, the more competition there will be and, therefore, marketers will have to pay more attention to the behaviors, characteristics and contexts of the audience they want to target.

Here are 3 important tips for you: Make your dating app unique:

1- Consider 2018, a year of opportunities: People around the world are increasingly using these types of platforms to find a partner. Expand your network and explore opportunities in other regions where costs are not as high.

2- Focus on your campaigns, focusing on the user's main need and context.

3- Commit and surprise. either to attract potential users or to maintain those who already have a relationship with the application.