Content |
Chronicle
2024
Why dating apps are a thing of the past. Their audience is rapidly shrinking
In early December 2024, the British communications regulator Ofcom reported that the UK was experiencing a decline in the popularity of such dating apps, as young people began to more actively look for potential partners outside the network.
Ofcom said that since 2023, the popularity of the top four dating apps in the UK has seriously fallen, with Tinder losing 600,000 users, Hinge 131,000, Bumble 368,000 and Grindr 11,000. Although the total number of adult users who visited dating sites in May 2024 (almost 5 million) generally corresponds to the indicator for the same period of 2023, the decrease in the number of users may indicate a change in the habits of generation Z - a demographic group whose date of birth falls on the period from the mid-90s to 2010.
 | Some analysts suggest that for young people, especially Generation Z, the novelty of dating apps is gradually fading away, Ofcom said in its annual report. |  |
| | Only very few see apps as the only means to find a partner. The younger generation has developed a much more flexible approach, says Brunning. | |
The owner of Tinder acknowledges the challenges in attracting younger audiences and now insists the app will try to "shape an atmosphere that resonates better with younger users."[1]
A year after Tinder left, the total traffic of dating services in Russia increased by 20%. Leaders
According to a study conducted by Megafon, the total Internet traffic of dating services in Russia increased by 20% over the year after the popular Tinder application left the market. The results of the analysis, published on July 2, 2024, show a significant increase in the activity of users of domestic dating platforms.
The leading position in terms of traffic consumption was taken by the LovePlanet portal, showing an increase of 30% compared to June 2023. The second place went to the Tabor service with an increase in traffic by 21%, and the Teamo platform closes the top three, showing an increase of 56%.
A
The top five most sought-after dating apps also include Mamba and Beboo. However, the most impressive dynamics was shown by the Waplog service, whose traffic grew fivefold in the same period. Experts attribute such a sharp jump to the ability to import photos from blocked social networks.
In terms of the number of unique visitors, the Mamba application leads, the audience of which grew by 12% over the year. It was followed by Tabor, with gains of 25%, and Nekto, which posted impressive gains of 150%.
According to Mamba CEO Andrei Bronetsky, after the departure of Tinder, the volume of payments in the segment decreased sharply - by about 40%. In 2024, 96% of Russians use dating services for free without purchasing additional options.
Megafon experts attribute the decrease in the solvency of users to the introduction of sanctions that have limited the possibility of direct payments through the AppStore when making internal purchases. This especially affected the owners of Apple devices, traditionally considered the most solvent audience.
According to the Internet portal Rossiyskaya Gazeta, Tinder, which occupied about a quarter of the total audience of the online dating market in Russia, completely stopped working in the country on June 30, 2023. Earlier, in March 2022, another popular foreign dating service, Badoo, announced the termination of activities on the Russian market.[2]
2023
The total revenue of dating services in Russia for the year increased by 26.6%, reaching $48.4 million
The total revenue of Russian dating services in 2023 increased by 26.6%, reaching $48.4 million. Such data from the analytical agency Statista were released in September 2024.
Such a significant growth in the market of dating sites in the Russian Federation is explained by the continuation of the flow of users from foreign platforms that have left the Russian market to domestic applications. For example, the popular Tinder service stopped working in the country in July 2023, which led to the redistribution of the audience to Russian counterparts.
According to Kommersant, according to Statista forecasts, in 2024 the revenue growth of dating services will slow down and amount to 8.8%, reaching $52.6 million. However, market participants do not agree with such a forecast. Andrei Bronetsky, General Director of the Mamba service, said that the market contracted in 2023, but gradual growth began in 2024, primarily due to inflationary processes. According to Mamba, in the first six months of 2024, the market grew by 10-15%, reaching ₽2,5 billion.
Dating apps use several monetization models: paid subscription, freemium, advertising and premium accounts. Freemium allows users to use basic features for free, but there is a fee for access to additional options. Paid subscriptions and premium accounts give access to advanced features that are not available in the free version. All these areas are actively developing in the Russian segment of services, which contributes to their further growth.
According to the general director of the dating service Twinby Veronika Yakovleva, launched in 2023, the recovery of the market is not as fast as we would like. This is due to the fact that the services have not yet filled the niche left by international players, and their premium functionality has not yet been developed enough. However, the interest of the female audience and the younger generation in online dating continues to grow, which has a positive effect on the market dynamics.[3]
Growth in the number of users in Russia by 18%
The number of unique users of dating sites in Russia in 2023 increased by 18% compared to 2022. This is evidenced by Tele2 data, which were released at the end of January 2024.
Analysts studied the audience of applications, Badoo, Bumble Loveplanet,, Mamba Pure, Teamo,,, and Tinder Twinby "." VK Dating The results showed that the distribution of users was influenced by the departure of foreign applications from the domestic market. Basically, the Mamba service benefited from this, whose monthly audience doubled compared to the beginning of 2022, the study notes.
By January 2023, Mamba doubled the number of users and came out on top with a share of 52%, on average, the audience grew month to month by 8.6%. The second place was occupied by Tinder with a share of 20%, the third - LovePlanet with a share of 10%.
The second wave of user migration began after Tinder left at the end of June 2023. Audience outflow averaged 35% month-on-month. By the end of the year, Tinder's share fell to 3%, Badoo - to 4%. This time, users were redistributed mainly in favor of the VK Dating service. For six months, the share of the service was 26%. In third place at the end of 2023 was LovePlanet - 11%.
In June, a new player appeared on the dating services market - Twinby. At the time of the start of public promotion, the service occupied less than 1%. By the end of 2023, the service increased its audience to 3%. At the end of 2023, the Pure application had an audience of 1%.
According to Tele2, the shares of women and men using dating services are approximately the same - 49% to 51%. The core of the audience is formed by users aged 35 to 44 years old, 16% of both sexes, followed by a group from 45 to 54 years old: 11% among men and 12% of women. In the 25-34 age group, the shares were distributed as follows: 11% of men and 9% of women.[4]
How neural networks help people find their love
Three-quarters of internet dating service users agree that artificial intelligence tells them the right words in correspondence with a potential partner. Neural networks help develop communication skills, which increases the chances of a successful continuation of a relationship. This is stated in the study, the results of which were published on October 11, 2023.
According to RBC, after the COVID-19 pandemic, the popularity of online dating platforms has increased sharply. However, almost half (46%) of users say that their experience with such applications turned out to be negative or generally negative. Empty conversations, rarely occurring mutual sympathies and prolonged scrolling through profiles lead to the fact that the bulk of users remain lonely. AI-based bots can help in this situation, generating original phrases that are more likely to interest the woman or man they like.
According to the survey, 75% of users are willing to use ChatGPT to communicate more efficiently on dating apps. To generate replicas, it is enough to upload keywords or screenshots to the system, after which the AI will form text that can be sent to the person you like, posing as your own. It is noted that 40% of messages that users ask to generate are intended for communication via SMS, in instant messengers and social networks. And 10-12% of replicas are formed to maintain existing relationships.
It is also important that AI applications are able to create phrases in various languages, which expands the geography of finding the right person and increases the chances of success. In addition, AI allows you to filter profiles based on the preferences of a particular user. Neural networks also help those who are desperate to find a partner: such people can correspond with a virtual girl or man. Such tools help to survive the loss of a loved one, as well as provide support in difficult situations.
On the other hand, as noted, a "relationship" with a chatbot can prevent a person from seeking love in the real world, trapping him in loneliness. "Having created for himself an understanding and absolutely agreeable digital lover, a person will begin to present inflated requirements for real candidates," the study says.[5]
2021: The proportion of adults out of wedlock who used dating sites around the world
Dating site scams
Notes
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