February 12, 2019 | By Ariel Neidermeier (Director of Marketing
This week weв??ve been thinking about ways mobile marketers can engage the 15% of U.S. adults who have used mobile dating apps to connect with potential partners in celebration of Valentineв??s Day.
Harnessing the power of the dating apps may be a medium that is powerful marketers trying to engage top-quality users. The Match Group may be the worldв??s leading provider of dating items and owns dating app heavyweights like Tinder and Match also well-known brands like PlentyOfFish and OkCupid. Of this Match Groupв??s 59 million month-to-month active users , 8.1 million represent paid people. This means over 86% of Match Groupв??s individual base are going to be confronted with mobile ads as they normally use the free versions of these platforms. With such an astounding quantity of prospective impressions, marketing in dating apps presents an opportunity that is incredible mobile marketers. We learned information through the worldв??s top dating apps to offer a locate associated with the users in dating apps today and just how to interact them:
Tinder, the worldв??s largest dating app, processes over 1.6 billion swipes and 12 million matches per globally day . Thatв??s an astounding number of task for a app that is single nonetheless it is sensible offered Tinderв??s usage stats. Tinder users aren’t just active but highly engaged: users average about 90 moments per day into the software utilizing the normal user opening the application around 11 times on a daily basis. Among these users, females save money time in-app than men: in a solitary session, ladies spend up to 8.5 moments swiping в??yesв?? or в??noв?? to prospective partners and males about 7.2 moments.
What this signifies for marketers: Optimise your adverts to interest ladies and make use of accuracy targeting to serve them at key moments as theyв??re swiping.
The best engagers in dating apps are 18- to 24-year-olds в?“ also called the Millennial generation в?“ plus the true amount of these users keeps growing quickly. Between 2013 and 2015, the share of 18- to 24-year-olds whom use online dating sites services approximately tripled from 10per cent to 27per cent . Another age that is rapidly-growing in dating apps are 55- to 64-year-olds whom represent about 12% of dating software users. Once the largest and age that is fastest-growing utilizing dating apps in order to connect along with other individuals, Millennials and Generation Z people represent an invaluable chance of marketers.
What this implies for marketers: Optimize the messaging of one’s advertisements to attract Millennials. As being a generation that puts greater value on investing their funds on experiences as opposed to items, how do your brand name efficiently communicate the worthiness of one’s software to compliment their lifestyles?
The geographic distribution of mobile dating application users is basically determined by the specific application. While Match shows a lot of users within the region 
that is southern of U.S., Coffee Meets Bagel veers towards a greater proportion of users within the western area of this nation. Interestingly, Tinder usage is apparently reasonably evenly distributed around the world in accordance with other apps that are dating.
What this signifies for marketers: Recognize your customers, where they truly are found and grow your news buying strategy to reflect that geographic circulation. For instance, if youв??re seeking to target users from the west coast and eastern coastline, buy more in Bumble and Coffee Meets Bagel.
Director of Marketing
Ariel could be the Director of advertising at Motive. She actually is a graduate that is proud of San Diego where she learned Global Business and Economics. Her passions consist of yoga, travel and caring for her ever-growing number of flowers.