Dating App User Base Demographics

Online Dating

Defining the Dating App User Base: Demographics & User Behavior

Anggi Pradhini

Written by: Anggi Pradhini

Anggi Pradhini

Anggi Pradhini is a professional copywriter who creates unique, engaging, and up-to-date content for DatingAdvice.com. As a former stockbroker turned professional writer, she loves to challenge herself to broaden her horizons and improve her skills, one article at a time. After learning from the breakups of three long-term relationships, she dedicated her life to providing informative and relatable content about relationships and dating for those who need it.

Edited by: Lillian Castro

Lillian Castro

Lillian Guevara-Castro brings more than 30 years of journalism experience to ensure DatingAdvice articles have been edited for overall clarity, accuracy, and reader engagement. She has worked at The Atlanta Journal and Constitution, The Gwinnett Daily News, and The Gainesville Sun covering lifestyle topics.

Reviewed by: Amber Brooks

Amber Brooks

Amber Brooks is the Editor-in-Chief at DatingAdvice.com. When she was growing up, her family teased her for being "boy crazy," but she preferred to think of herself as a budding dating and relationship expert. As an English major at the University of Florida, Amber honed her communication skills to write clearly, knowledgeably, and passionately about a variety of subjects. Now with over 1,800 lifestyle articles to her name, Amber brings her tireless wit and relatable experiences to DatingAdvice.com.

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Getting into online dating can sometimes feel like trying to win a prize at an arcade claw machine: You keep swiping, hoping to make a connection, but often it feels like you’re missing the mark.

You keep trying until you get into swipe burnout, and your inbox becomes a conversation graveyard. But have you ever wondered: Who are your matches really?

As an online dater myself, I want to know who’s on the other side of the screen. That’s where understanding the dating app user base becomes paramount. 

User base refers to the people who create online dating profiles on dating platforms. The people in the database will shape the platform’s dynamics and success. Online dating is a numbers game, which is why you’ll have a better chance of winning someone over on the platform with the biggest database.

In this article, we’ll explore the intricacies of the dating app user base, user behavior, and the evolving landscape of modern dating.

Who Is Swiping

Most Americans feel dating is harder now than it was a decade ago. Common complaints cite the gamification of profile browsing and how daters don’t take individual connections seriously because there’s always another match awaiting them.

In the past, finding partners was much simpler. People were limited to their social circles and in-person locales. Now, the online world has opened the door to unlimited romantic choices, which can be overwhelming. Psychologist Barry Schwartz put forward the theory of the paradox of choice, which says that humans are actually less happy the more choices they have.

Paradox of choice

Additionally, equality between men and women, along with the higher education level women achieve today, leads to high expectations when it comes to partners. While a stable job used to be the key to a man finding a wife, now men need to have more emotional intelligence to offer.

Most adults want a partner who supports their dreams, has the same views on important issues like abortion and smoking, and supports personal well-being and self-improvement.

User Demographics

In a poll, 3 in 10 American adults surveyed said they have used a dating site or app to find dates. Most online dating users are younger adults under 30, and the next biggest age demographic dating online is people aged 30 to 49. 

This makes sense because younger people are more tech-savvy, so it’s easier for them to adapt to a digital way of meeting new people.

When it comes to sexual orientation, lesbian, gay, and bisexual (LGB) adults are big fans of online dating. Technology makes flirting easier and safer for queer folks because they can set their sexual orientation from the get-go in their profile. That means everyone you meet through online dating is upfront about their sexual orientation and romantic interest.

Online dating sites and apps gamify the process of finding a date. Society has expected men to make the first move in dating so they have typically been more willing to try online dating.

But in online databases, this leads to gender ratio problems of too many men and not enough women. The naughtier the dating app concept, the more dominant men are.

For example, Ashley Madison is popular as an online dating app for cheaters. This dating platform consists of 70% men and 30% women.

Motivations

People use online dating for different reasons. Maybe they’re seeking a hookup, a distraction after a long day at work, a friend to talk to, a casual partner, or a lifelong relationship. You must use the right online dating platforms to get what you want.

Tinder is the king of online dating for young people looking for casual connections. 

Tinder logo
Tinder is a popular dating app with over 630 million downloads to date.

Adult Friend Finder offers sexual distraction for adults who need it. 

Grindr is specific to gays looking for dates, while eharmony is designed to help people find their forever partners.

The number of online dating apps out there can be overwhelming. But if you ask yourself, “What am I looking for in online dating?” you can narrow down your options to find what works best for you.

Socio-Economic Factors

Online dating has been used by millions of people to find encounters. Consequently, each online dating site maintains certain user characteristics in its database. Let’s take a look at income and education level on several online dating platforms.

Elite Singles offer a high-end service for busy professionals.

The vast majority of online dating users hold at least a college degree. We’re talking about users of Hinge, Elite Singles, Bumble, eharmony, Match, and Tinder, which represent the majority of the online dating world.

A higher education level gives people a better chance of earning a good income. It’s not surprising that around 26% of Tinder users fall into the $60,000 to $80,000 income bracket. Although we don’t have data from other platforms, we can assume that income won’t stray too far from that number based on the education level. 

Given Tinder’s status as the pioneer of the swiping game, physical attraction plays a huge role in getting matches on that app. A Belgian study suggests that men with a college degree tend to have more success, while for women, education does not significantly impact their chances of achieving success on the platform.

Understanding User Behavior

“Where did you meet your partner?”

“Oh, we met online.”

This kind of conversation has become more common. I know of at least three couples among my friends who met through online dating.

In fact, online dating sites and apps are now seen as a practical way to expand your social circle for either romantic connections or networking. For example, Bumble allows you to connect to find a romantic partner or BFF.

Usage Patterns

According to a 2021 report of revenue, Tinder has maintained its position as the online dating market leader in the United States. The runner-up was Bumble, which nearly doubled its market share from 10% in 2017 to 19% in 2020.

The online dating app’s global usage also reflects the same trend. From January 2019 through January 2022, Tinder’s usage remained steady. Meanwhile, Bumble’s and Hinge’s monthly active users (MAU) surged over the same period. Hinge’s monthly active users expanded more than four times, while Bumble’s monthly active users grew 96%.

Interaction Dynamics

Messaging habits and swiping behavior among dating app users can vary widely based on personal preferences, goals, and daily activities.

Most online dating apps require two users to swipe right on each other before they can start messaging. The problem is not everyone logs into their online dating app daily. It may take days or weeks from the moment you swipe right until both of you can chat. Or it might never happen at all.

Plus, everyone has their own messaging style. Some people reply to messages promptly, some check their inbox once a day, and some forget about online dating apps entirely.

Response rates vary

In addition, some people are just not good at texting. They prefer to meet in person after a brief chat. Others prefer to exchange several messages to check out the vibe before meeting in person. 

There’s no right or wrong way to go. Our experts suggest doing what works for you while keeping a positive mindset. For example, if someone doesn’t reply to your message promptly, don’t take it personally.

As an online dating user, I try to be nice in the beginning. I don’t mind starting the conversation by asking questions to break the ice. If I enjoy the conversation, I consider meeting in person. If they don’t ask me a question in response, or if something turns me off, I stop the conversation and move on.

Conversion Rates

Have you ever started swiping on Tinder and felt like a half hour of your life just disappeared? That’s pretty normal, as people use this app 35 minutes a day, on average. Tinder currently has 80 million active users, 9 million of whom pay for a subscription. These paying users spend an average of $50 per year, and 63% of them come from the U.S.

In terms of Tinder’s success rate, a man and a woman will have very different results. A man has a 2.8% chance of landing a match, while a woman has a 35% chance. In terms of user behavior, women tend to be pickier in giving likes, swiping right on only one of 16 profiles. Meanwhile, men like one out of three profiles, on average.

Due to the gender ratio, men must work harder to get women’s attention. On Tinder, 75% of users are men, and only 25% are women. This statistic should motivate you to polish your online dating profile. 

As long as you put in the work and learn the skills to turn your match into a real-life date, you can have one of the 1.5 million Tinder dates that take place every week.

Influencing Factors

Humans are social creatures. Even for those who claim to be introverted (like me), a healthy dose of human connection can make their day. The rise of technology gives us a new way to build connections in our lives.

In the old days, our dating choices were limited geographically. It mattered where we went to school, where we lived, and which church we attended. Now, by using online dating sites and apps, you can connect with anyone in the world without leaving the comfort of your home.

Technological Advancements

The birth of Facebook on Feb. 4, 2004, changed the way we socialize with others. A website intended to connect students at Harvard evolved to connect people around the world.

Fast forward to 2019, when Facebook Dating became available to American singles. It has become a key player in the online dating scene. With a gigantic database from Facebook as a social media player, Facebook Dating should have had a high chance of winning the dating competition.

Facebook Dating logo
All messaging is free on Facebook Dating.

Every Facebook user is eligible to use Facebook Dating. Once their profile is ready, a user can view the profiles of people who have joined the app and who live in their area. You can also adjust your settings in terms of proximity, gender identity, height, language, age range, education, religion, and other lifestyle traits.

Facebook Dating uses a smart algorithm that learns from user behavior to offer better matches. The more you swipe, the more data the algorithm has to curate your match suggestions. Additionally, AI is employed to help users spark a conversation and keep it going.

Unfortunately, even with all these winning setups, Facebook Dating has struggled to keep up with its counterparts. What was hyped up to take the online dating world by storm ended up struggling to gain traction among singles. Online daters prefer more time-tested dating platforms like Match, Christian Mingle, and eharmony.

Cultural Shifts

Tinder remains the top brand for online dating apps, with 46% of online daters in America using this platform, but annual downloads are down more than a third from the app’s 2014 peak. The recent earnings report also said that paying users fell by 8% in 2023.

Is Tinder’s dominance waning?

People might be experiencing swiping burnout, but that doesn’t mean online dating is done. According to data.ai, Bumble’s downloads have risen steadily since 2021 and are ready to overtake Tinder’s this year. In 2023, the downloads of other dating apps, such as Grindr, Hinge, and OkCupid, were more than double the number of downloads in 2012, the year Tinder was launched.

That being said, we can conclude that people are still interested in online dating. They just prefer different platforms.

Competition Drives Innovation

Today’s online daters are predominately young adults under 30. The next largest cohorts are millennials over 30. There are almost two times as many Gen Z online daters as millennials dating online, so they play a big role in the industry. No wonder online dating apps have started to change their approach to appeal to Gen Z.

In terms of finding partners, many Gen Z survey respondents said they form romantic relationships with close friends or mutual friends. These young people are turning to a more traditional way to find partners due to the challenges of using dating apps.

This interesting finding has caused dating app companies to adjust their strategies to stay relevant to Gen Z. 

While online dating used to be known as the place to find casual sex, a 2023 Pew report found that 44% of online daters surveyed said they expected to meet a long-term partner in their online dating adventures.

Considering this change, Tinder has started focusing its marketing campaign on U.S. college campuses. It also offers short-term subscription plans for younger users, so they are more likely to give it a try.

Bumble says its users choose a “slow dating” approach to finding a partner. Bumble users prefer low-pressure dating, being intentional about picking the individual, and taking everything slowly.

Bumble logo
Bumble launched in 2014 and became known as the world’s first feminist dating app.

This slow dating approach makes sense because talking to strangers while online dating can be mentally exhausting. While you might be excited to get to know your first few matches, the novelty can wear off after the 50th match. Then, it starts to feel overwhelming.

Challenges and Opportunities to Expand

If you had asked me about online dating in mid-2010, I would have said, “Talk to the hand.”

Back then, I installed Tinder and played swiping games for 10 minutes. Following that, my inbox was full of strangers asking for hookups. That was pretty traumatizing as I’m an introvert.

But online dating has evolved since then. Today, people have a better understanding of how online dating works. Sure, some casual daters are still in it for hookups, but I found that many people want a normal conversation and meaningful connection.

Online dating isn't perfect.

I gave online dating another shot this year, and I’ve met four guys on Bumble so far. I still haven’t found the love of my life, but at least I’ve met normal people.

However, safety is always a concern when you’re having conversations with strangers. Starting when I was 6 years old, my father told me not to talk to strangers, so I took extra precautions when chatting with strangers on dating apps.

I avoid sharing specific details such as my address, phone number, and regular hangout spots. Only when the conversation runs smoothly and I meet the guy in person do I consider sharing my phone number and being more open about who I am.

Privacy Concerns

Nobody wants their bedroom secrets out there for all to see. That’s why privacy is a major concern in online dating. Even if you’re single and looking for dates via online dating, knowing that others use your private information for their advantage isn’t fun. Things will get worse if you play a little naughty in your online dating quest.

One of the most famous privacy breaches was when 32 million Ashley Madison accounts were posted to the dark web in 2015. This personal data included names, passwords, addresses, phone numbers, credit card transactions, and even descriptions of what members were seeking on the affair site.

Ashley Madison logo
Ashley Madison reinforced its security measures after the 2015 data breach.

In 2020, five years after the breach, the data resurfaced to haunt users, now in the form of demands for Bitcoin ransom. Imagine the implications for your personal life if you become a victim of cybercrime. Your personal life and career would be at stake over something you did years ago.

Be mindful when choosing the dating platforms for your love adventure. Use separate emails dedicated to online dating, use unique passwords, enable two-factor authentication if available, and avoid clicking suspicious links or attachments.

Diversity and Inclusion

In the early 2000s, online dating platforms were places where straight white people looked for dates. There was no room for gay, lesbian, and queer users to take part. Other races and religions also had trouble finding each other.

Decades later, things have changed.

Now, the LGBTQ+ community can use popular dating platforms, set their preference to woman-seeking-woman or man-seeking-man, and be good to go. Also, individuals from minority groups can use filters to find their people. For example, Black women can set their preferences to specifically match with Black men. It works the same if you’re looking for matches of a certain religion;  the search filter feature will be your best friend.

Removal of Fake Profiles and Bots

Let me tell you a real story about fake profiles.

I matched with someone on the Coffee Meet Bagel (CMB) app. He looked promising: good education, good looking, and a good job. However, as I started chatting, something felt off.

He chatted with me day and night, used love emojis, asked what I was passionate about, and reminded me to take a rest. 

But I knew nothing about him. He didn’t answer my questions about his experience in school, the book on his desk (he sent me pictures), his hobbies – nothing. After a while, I felt like everything was superficial.

Coffee Meets Bagel logo
Coffee Meets Bagel is an app designed for creating relationships, not casual connections.

Once I asked for a meetup, and he ghosted me. Then, I saw his same picture in CMB for a different profile. Now, I know this guy is entirely fake.

Yup, fake profiles and bots can cause problems for all online daters. All big names in the online dating scene know it’s a problem, and they employ two-factor authentication, but still, nothing is guaranteed.

Even when I upgraded to become a paid user of CMB, I still encountered fake profiles.

The only way to combat this is to take online dating very slowly. Slowing the pace will give you time to think and analyze the situation. If someone acts too cute too soon, that’s love bombing. Block the profile and move on.

Only if you meet in person (or have a video call) can you be sure they’re real human beings. Then it’s up to you to decide how you’ll proceed.

Implications for the Dating Industry

Online dating has evolved significantly due to changing user behaviors. Dating sites once catered to white individuals, then came a wave of new platforms targeting minorities, specifically Christian singles and Black daters. Also, the LGBTQ+ community was invited to join in.

Despite concerns like fake profiles and privacy issues, online dating will likely remain a popular choice for years to come. What will change is us. Single people have the power to shape online dating through their actions and expectations.

With Gen Z dominating the scene these days, every platform has had to adapt its strategy to a new generation and make online dating fun and authentic.

Whoever can adapt quickly to these shifts will win the game!