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January 2024 marked a record spike in dating app spending and downloads, with top apps maintaining market share and niche apps gaining ground.
As we stepped into January 2024, the quest for love has not only continued but also intensified with a notable increase in consumer spending across top markets compared to the previous year.
This year, global spending on dating apps in January soared to unprecedented levels. A staggering $505 million was spent, matching the highest monthly expenditure ever recorded for the category. This represents a 6.6% increase over the average monthly spending in Q4 of 2023, which itself had seen a growth of 2.9% from Q4 of 2022 to January 2023.
While the year-over-year growth remained steady at around 8%, it lagged behind the 17% growth recorded in the same period from January 2022 to January 2023. Markets such as the UK, Canada, and Australia had seen a surge in consumer spending then. The record highs in the dating subcategory are particularly notable, with only OTT streaming apps registering higher global consumer spending in 2023.
In terms of app downloads, a similar pattern emerged, with January 2024 downloads exceeding the totals of past Januaries. The number of downloads grew by 1.9% year-over-year to 128 million. With Valentine's Day on the horizon, this signals a robust period for publishers, as January is a pivotal month when consumers look to change their lives with the New Year and re-engage in dating after the holidays.
Our analysis also found that since January 2023, the top three dating apps in the United States have maintained their market share, while other apps vie for the fourth position.
The US dating app market is fiercely competitive, with 28 apps surpassing the $1 million mark in consumer spending just in January 2024. This race allows developers to target niche dating audiences, offering alternatives to the most popular apps. For instance, apps like Grindr cater to the LGBTQ+ community, while BLK is tailored for the Black community, providing options for users seeking different experiences.
Tinder continued to lead in the US consumer space with a 29.3% share last month, followed by Bumble at 14.3%, and Hinge at 9.5%, with their shares remaining relatively stable. Among the rest of the top-ranking apps, Grindr saw the most significant year-over-year share increase, from 4.2% in January 2023 to 5.6% last month, marking a growth of 1.4 percentage points.
ASO (App Store Optimization) is crucial for the visibility of dating apps in the crowded app marketplace. It's vital to leverage every chance to stand out by selecting the right keywords, experimenting with visual elements, and incorporating seasonal ASO techniques.
A well-executed ASO strategy not only drives organic installs and downloads but also enhances the user experience.
⚡ Dating App Marketing Solutions
Focus on these key elements when optimizing your dating app using ASO:
Wondering how to elevate your dating app's presence in the store? Identify and integrate relevant keywords to improve search optimization. Select keywords that align with your specific niche to truly impact your conversion rate.
Example: Tinder's Keyword Strategy
Tinder excels in ranking for its brand name, common misspellings, and even competitors' brand names like Bumble, Grindr, and Chispa.
This strategic keyword bidding increases the likelihood of Tinder appearing in app store search results.When optimizing for keywords, consider three categories: brand names, general terms, and competitive industry keywords.
⭐ For deeper insights on keyword analysis, refer to our article "How to Conduct Competitive ASO Keyword Optimization Analysis."
Incorporate compelling screenshots and images to draw in organic users.
Our research shows that most dating apps use one of two screenshot styles:
Using lifestyle images within your app's UI screenshots can significantly enhance the emotional appeal and give a more authentic glimpse into the experience your app offers.
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Localizing your app broadens its international appeal and can significantly enhance conversion rates (CVR).
Go beyond mere translation; understand the popular dating apps and cultural nuances of each target market. This insight helps tailor your app store assets to resonate with local users.
Examples of Localization:
Encourage satisfied users to leave positive feedback and write app store reviews. Prompting active users to rate your app can significantly promote its credibility and desirability.
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Most dating apps generate revenue through additional features:
Merchandise sales can also be a revenue stream, particularly for niche dating apps like HER, which caters to queer women and has its own online store.
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