Dating app subscriptions rise during the cold season – opportunity for mobile app marketers

Anne Freier

In Mobile Advertising

February 2, 2018

As Valentine’s Day approaches, mobile app marketing company Liftoff has just produced a new Dating Apps Report that sheds light on mobile dating behaviour.
According to the latest research based on 12 billion ad impressions and 4.4 million app installs between December 2016 and December 2017, dating app subscriptions grew 50% during September and over the cold season (from late August to February).
Arguably, as the weather cools down, people are looking for someone to spend the holidays and the cold season with.
The average cost to acquire a new user in 2017 was 18% lower than in 2016. Only the install-to-registration rate was slightly higher in 2017 at 53.8% compared to 50.6% in 2016.

In August, the cost to acquire a dating app registration dropped to an average $4.07 low. Meanwhile, install-to-registration conversion rates increased to 66.6%. Liftoff recommends that app advertisers jump on this seasonal opportunity ahead of what it calls the “cuffing season”.
During autumn, costs increased by 33% to $5.43.
Although marketers are having a hard time convincing mobile daters to subscribe, September appears to be a window of opportunity for many. As subscription rates increased 50% during the month, acquisition costs dropped to $141.6 (down from $219.08 in June).
Dating app revenue generated $2.7 billion in revenue in 2016 alone and is growing at a pace of 5%. This has been largely driven by an increase in downloads and users of dating apps.
The report concludes:

Convincing users to subscribe—and commit to paying monthly recurring costs—requires marketers to elevate their campaigns and improve how they communicate their app value proposition. There is no silver-bullet solution, but it’s a given that the right messaging and advertising (especially if it is amplified and personalized across a variety of channels and formats, including email and video) will be part of the marketing toolbox.