App Annie: Love affair with apps sees consumers spend $1.3 billion on dating

Total US consumer spend on Valentine’s Day is expected to increase by 6% this year, according to a survey by National Retail Federation and Prosper Insights & Analytics.

In tandem, consumer spend on dating apps is accelerating. According to app analytics firm, App Annie, total spend in dating apps reached $1.3 billion globally in 2018; while that may be a fraction of the expected total US spend of $20.7 billion this year in retail, spend in dating apps increased by 190% between 2016 and 2018.

Other dating-related  from App Annie’s analysis include:

  • In 2018, Tinder was the #1 dating app by global consumer spend, second only to Netflix in any non-gaming app (Bumble, the #2 dating app by consumer spend ranked 14th among all non-gaming apps).
  • For Valentine’s Day 2019, many of those celebrating will be couples who met on dating apps — more this year than ever before. In fact, in 2018 dating apps helped account for more than one-third of all marriages.

2018 was another record-breaking year, with 194 billion downloads, an astounding $101 billion in consumer spend globally and the average user now spends up to 3 hours a day in apps.  It’s no surprise that consumer spend in dating apps is growing faster than overall consumer spend in retail. After all, Netflix was the most lucrative app of all time according to App Annie’s iOS 10 year anniversary report – and you can’t Netflix and chill without a date!

Paul Barnes, MD EMEA, App Annie

Mobile dramatically altered the dating landscape, becoming the go-to platform for matchmaking around the world. So what’s the next move for dating apps? Read more on App Annie Insights.