Lonely Hearts Spurn Dating-App Monogamy
by Gavin O'Malley , Staff Writer @mp_gavin, February 13, 2019
This Valentine's Day, lonely hearts will most likely be using more than one app to meet their next mate.
That's according to a new report from mobile marketing firm Ogury, which found that most dating-app users (57%) have more than one service on their phones.
More specifically, 61% of users are exclusive to Grindr, while 39% of Grindr users have another dating apps.
By comparison, 54% of users are exclusive to Plenty of Fish, while 46% of Plenty of Fish users have another dating app; and 47% of users are exclusive to Tinder, while 53% of Tinder users have another dating app on their device.
Grindr also stands out in terms of active use and frequency.
Indeed, 90% of the folks who have their app on their phones say they're using it "actively," which is more than Tinder (84%), Plenty of Fish (83%), Badoo (81%), and Bumble (78%).
Yet, that all depends on the day of the week.
Mondays are peak usage days for Grindr, Tinder, Match, Badoo, and eHarmony; Sunday is apparently best for Bumble, Plenty of Fish, and OkCupid; while Tuesdays are tops days for Elite Singles.
For its findings, Ogury said it collected data from nearly 6 million consenting adults in mid- through late 2018.
During that period, the big gainers in terms of increased reach included Clover (42%), Meetville (17%), Grindr (12%), Chipsa (11%), and Badoo (5%).
The amount of time that users spend on dating apps rivals that of any other app category.
In fact, Grindr users spent 14.5 hours per month using the platform, according to report released last year by Verto Analytics.
Not surprisingly, February is a big month for dating apps. Compared with other top hookup holidays like St. Patrick's Day, app users send nearly twice as many messages to each other in the week leading up to Valentine's Day, per findings from mobile marketing platform Leanplum.
Gavin O'Malley edits MediaPost's Mobile Marketing Daily and MoBlog column. Follow him: @mp_gavin. You can reach Gavin at gavin@mediapost.com.
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