Consumers spent $3 billion on dating apps last year

Anne Freer | February 16, 2021

App Business

Consumers spent $3 billion on dating apps in 2020, which is 15% more than in the previous year.

According to new insights from App Annie, dating apps saw downloads skyrocket to 560 million.

Tinder ranked highest among the non-gaming apps for consumer spending in 2020 worldwide and in the US. But Chinese dating app TanTan rose to the top in China for consumer spending.

GLAM and NoonDate secured ranks #2 and #4 in South Korea. Both apps use of gaming features to make dating more fun.

Bumble ranked in second place for overall annual consumer spending in 2020. The company has been busy diversifying its portfolio and pushing for an IPO last year.

“Dating apps usually see a spike in use and spend ahead of each Valentine’s Day, but in 2020, activity remained consistent after the holiday passed. This could be attributed to consumers looking to these apps for a way to socialize and stay engaged in the dating scene during the pandemic, proving that dating apps were relatively resilient to limitations on in-person meetups,” said Lexi Sydow, Senior Market Insights Manger, App Annie. “This is likely due to a combination of the ‘gamified’ nature of swiping, the social features to pass the time and added features like video dating and the ability to match with users outside of your local area. With lockdowns continuing across the world, we can expect similar behavior this year.” 

Dating apps are meant to be deleted if users successfully match. That’s why consumer spending is a more useful indicator for app success here.

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