Valentine's Day Dating: North Americans Beat Europe and Asia In Dating App Use

As Valentine’s Day approaches, a recent report shows North Americans lead the rest of the world when it comes to dating app engagement.

North America has a dating app subscription rate 7.2 times that of Europe and 2.6 times more than Asia.

User acquisition firm Liftoff, released its annual review of dating app trends and insights. Liftoff analyzed nearly three billion dating app ad impressions across more than one million app installs and 3.4 million post-install events in 2016.

Dating Apps Popular During The Summer

If you think dating app subscriptions spike just before Valentine’s Day, the report shows that’s not the case. Liftoff found summer months drive up subscriptions for dating apps. January and February are slow months, whereas install-to-subscription rates peak at 3.1 percent in July, compared to 1.2 percent in February. Dating app cost-per-install (CPI) spikes in June at $4.35, and hits a low in September at $2.82. The report found dating apps have a CPI yearly average of $3.72.

Dating apps: Women Vs. Men

Females register in dating apps more than males, 107 percent more on iPhones and 100 percent on Android. Although women cost more to install, they are better for dating apps than men, since females are more likely to register and subscribe than males.

The install-to-action time, which is the average time users take to install, is about a week among dating apps, the report also found.

Fifteen percent of American adults have used online dating sites or mobile dating apps according to a Pew Research Center study published February 2016. The number of 18- to 24-year-olds who use online dating has nearly tripled from 10 percent in 2013 to 27 percent in 2016, while the number among 55- to 64-year-olds doubled from six percent in 2013 to 12 percent in 2016.