Dating apps are expected to reach 25.1 million people in 2019, up 5.3% from the previous year, according to research firm eMarketer. The forecast presents a revised version of previous estimates of 9.8% growth, demonstrating a slow-down among popular dating apps in the US.
The revised data incorporates research by app analytics firm Apptopia which found that dating app downloads among the top 15 apps had dropped from 256 million in 2017 to 247 million in 2018.
However, the company added that overall downloads could be stronger with more mobile users opting for niche dating apps as opposed to the top ranking ones alone.
When it comes to using dating apps, eMarketer expects 28.9% of single smartphone users to use a dating app in 2019, increasing to 35% by 2020.
This demonstrates that whilst app downloads may slow, usage remains strong presenting ample opportunities for marketers and advertisers to reach singles.
Brands and marketers within fashion, retail and beauty products, but also restaurant and entertainment may be able to attract solid engagement on dating apps, according to Adam Blacker, VP of insights and global alliances at Apptopia.
“Dating apps are a place where people are willing to interact with ads, if you nail the implementation,” said Blacker. “But each app will need to determine the style that suits them. For dating apps that are relatively gamified, I think it makes sense for users to watch a 15-second video to unlock more potential matches. Or, let’s say there is a niche app for hikers or outdoors people, in that case banner ads for Patagonia could work.”