Mobile dating apps have absolutely transformed how society seeks romantic relationships. Pew Research Center reports 15% of American adults claim they’ve used online dating sites and/or mobile dating apps
LLOOVVEEISIS IINN T EAAIRIR THHE
User acquisition costs across major regions
EUROPE
NORTH AMERICA
ASIA
NA
5.53%
Asia
NORTH AMERICA TAKES THE LEAD
europe 2.09%
0.77%
North America has a dating app subscription rate 2.6x APAC and 7.2x EMEA
Subscription rate by region
Women Date with Intent Women may cost more to install, but they are much more likely to register and subscribe than men MALE VS. FEMALE COSTS
$3.14
INSTALL
$3.58
$6.94
REGISTER
$6.35
$228.55
SUBSCRIPTION
$251.12
CONVERSION RATES
MALE VS. FEMALE
33%
31%
REGISTER
66%
65%
1.0%
1.7%
SUBSCRIPTION
1.3%
2.6%
Females register 100% more than men on Android, and 107% more on iOS
Love Throughout the Year
Conversion Rates for 2016
The summer months are when dating apps get the most action
70% 60% 50%
57%
51%
44%
40%
49%
46%
40%
54%
53%
53%
47%
44%
43%
30% 20% 10%
2.3%
0%
Jan
1.2% Feb
1.1% Mar
1.5%
1.5%
1.4% Apr
May
Jun
3.1% Jul
3.0%
2.3%
Aug
Sep
1.7% Oct
1.3% Nov
Register
1.3% Dec
Subscribe
Installs Cost Less in Fall $4.26 Jan
$3.71 Feb
$3.95
$4.16
Mar
Apr
$4.08 May
$4.35 Jun
$3.82 Jul
$3.35
$2.82
Aug Sep
$3.61 Oct
$3.07 Nov
$3.48 Dec
Dating app CPIs hit a high in June, a low in September and an annual average of $3.72.
INSTALL
$3.36
ITA
50.6%
REGISTRATION
$6.65
Across all geos, there is a major drop off in engagement from registration to subscription.
ITA
SUBSCRIPTION
$246.77
Overall Costs & Conversion Rates
1.4%
Install-to-Action Time Average Time to Register and Subscribe RDSDAY 19 THU
Monday 16
DAY i#ns1tall
It takes a week on average for people to install, register and subscribe to dating apps.
FRIDAY 20
tuesday 17
SUNDAY 22
Wednesday 18
DAY #3 register
DAY ib#e7 r Subsc
They say, “love is the universal language.” With hard data at hand, we decided to test the validity of the age-old statement. Liftoff has examined nearly 3 billion dating app ad impressions across 1+ million app installs and 3.4 million post-install events over the entire year of 2016.
Love Throughout the Year Women Date with Intent - Online Personals ...
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