Dating app usage in LATAM soars whilst North American subscriptions are down

As Latin Americans have turned to dating apps, the average cost per in-app action was $20.88 or 98.6% less expensive compared to the previous year. That’s according to new data on dating apps from mobile app marketing and retargeting company Liftoff just in time for Valentine’s Day.

Last year, the company found that install-to-subscription costs in LATAM were higher than any other country in the world at $1,509.38, whilst user engagement rates lagged behind.

However, in 2018 acquisition costs have dropped sharply. At the same time, subscriptions and purchases of dating apps have shot up 12,088% making the area a prime location for marketers of dating apps.

At the same time, dating app registrations in North America dropped 485% year-on-year. Arguably, the market in the region has peaked as subscription and purchase rates of dating apps dropped 40%. Retargeting may the best strategy to engage users in the region.

When it comes to demographics, the Liftoff report found that for the first time men are using dating apps as much as women. Indeed, registration rates were up 21.9% over the previous year at 57.92%, whilst women’s registration rates dropped 5.4% to 57.19%.

Both men and women subscribe to dating apps at similar rates with men slightly more willing to commit to an app subscription than women (2.17% versus 2.02%). This marks a shift in user behaviour from 12 months ago when users were taking longer to subscribe to dating apps.

The seasons do make a big difference on dating app usage. App registrations were up 71.1% during September, representing a good opportunity to dating app advertisers.

However, subscriptions weren’t restricted by season. Instead, the report noted that dating app subscriptions peaked in June (2.59%) and July (2.61%).

The average app install cost was $2.67 reaching a peak in June at $3 and a low in February at $2.35.