Online Dating World Analysis 2022

SimilarWeb’s team prepared a detailed analysis on top dating platforms in 2021. Here we’ll see the top dating countries, the top platforms, gender and age distribution, as well as the top marketing channels.

• Online dating grew 15.6% in 2021.
• There were almost three billion visits to dating and relationship websites so far in 2022.
• There were 945.7 million total visits to this industry worldwide in March 2022.
• The top dating and relationship websites worldwide are:
  • tinder.com
  • badoo.com
  • match.com
  • pof.com
  • 550909.com.

Worldwide statistics

• Marketing channels:
  • Direct (74.5%),
  • Organic search (12.3%),
  • Referrals (4.7%),
  • Email (4.1%).
• Worldwide Geography:
  • U.S. shares 19.8% of the traffic,
  • Russia 12.8%,
  • Germany 6.2%,
  • France 5.7%,
  • U.K. 3.3%.

The U.S. statistics

• Top U.S. Marketing channels:
  • Direct (73.3%),
  • Organic search (11.4%),
  • Emails (9.7%),
  • Paid search (3.0%).
• Desktop vs. mobile split:
  • Desktop gets 26.0% of all visits,
  • Mobile web gets 74.0%.
• Gender distribution:
  • Males are 62% of visitors,
  • Females are 38%.

Russia statistics

• Top Russian marketing channels:
  • Direct (59.7%),
  • Organic search (15.2%),
  • Referrals (13.4%),
  • Social (5.8%).
• Age distribution:
  • 18-44-year-olds take 75% of visitors,
  • 45+ year olds 25%.
• Gender distribution:
  • Males are 49% of visitors,
  • Females are 51%.

The U.K. statistics

• Age distribution:
  • 18-44-years-olds take 66% of visitors,
  • 45+ years-old 34%.
• Desktop vs. mobile split:
  • Desktop makes up 20.5% of visits,
  • Mobile 79.5%.
• Bounce rate: 39% of visitors leave after viewing only one page.

France statistics

• Desktop vs. mobile split:
  • Desktop accounts for 33.8% of visits,
  • Mobile web for 66.2%.
• Bounce rate: 28% of visitors leave after viewing only one page.
• Gender distribution:
  • Male profiles take 55% of visitors,
  • Female profiles are 45%.

Germany statistics

• Top German marketing channels:
  • Direct (74.5%),
  • Organic search (12.3%),
  • Referrals (4.7%),
  • Email (4.1%).
• Bounce rate: 27% of visitors leave after viewing only one page.
• Desktop vs mobile split:
  • Desktop makes up 37% of visits,
  • Mobile web 73%.

Japan statistics

• Age distribution:
  •  18-44 years old takes 85% of visitors
  • 45+ years old 15%.
• Bounce rate: 31% of visitors leave after viewing only one page.
• Desktop vs. mobile split:
  • Desktop takes 7% of visits
  • Mobile web 93%.

Top dating app statistics

• Install Penetration. The percentage of devices in the defined market with the app installed on average.
• Downloads. App downloads from the Google Android Store in the given time period.
• Unique Installs. Unique app installs during the given time period.
• Daily Active Users. The average amount of unique daily active users.
• Monthly Active Users. The average amount of unique monthly active users.