Where Do People Find Love? A Global Overview of Dating Apps
“I don’t need much. Just someone, whom I can talk to, take a trip together and who has a similar sense of humor.” Sounds familiar? It’s almost a proverb among single people, where the same question has been asked for centuries: “Where does one go to meet new people?” The answer to this question has changed throughout time and if ladies in Victorian times swore by dinner invitations and society balls, today’s unattached men and women needn’t go further than the screen of their phone or desktop.
In collaboration with App Annie analytics BBC News has conducted a research on global usage of dating applications. The focus was solely on apps intended for dating usage, thus Facebook or WhatsApp were excluded. It comes as no surprise that Badoo and Tinder closely compete to win people’s hearts. Based on the findings of BBC’s research GFluence has prepared a Global Love App Map showing world trends in dating apps usage.
Europe shares a similar pattern with North and Latin America
Tinder dating undoubtedly dominates in the US and Canada, but the more south we go, the more odds change to Badoo’s favor. Single app users in the biggest online markets in Latin America: Mexico, Columbia, Brazil, Chile and Argentina favor Badoo over Tinder, which “trails Badoo by just two places”.
A similarly interesting phenomenon is present in Europe and it looks as climate or national temperament might have something to do with it. In European countries located in the north and west Tinder dominates, but if you go south or east people will more likely use Badoo for free online dating. Obvious exceptions from this rule are the mid-central Germanic countries: Switzerland, Austria and Germany, where Lavoo takes first place due to its well devised target marketing.
Asia’s cultural diversity triggers a variety of dating apps
Ever heard about Frim? Well, it’s where most app users from Russia get dates. What about Momo, YYC or Heartbeep? Doesn’t ring a bell? To SEO experts it makes sense that a technologically diverse market such as Asia will also offer a variety of exciting and appealing dating apps. We prepared a list of the most popular dating apps used in specific Asian countries. Most likely you’ve never heard of these hook up dating apps before:
Rest assured, Tinder and Badoo still exist in this “neck of the woods”. Badoo ranks first in Thailand, Malaysia, Indonesia and Turkey, but Tinder dating wins over in Israel, India, Singapore and the Philippines.
Most single Africans are still able to flirt in person
If statistics on dating app usage in Africa are poor, it’s due to the lower availability of mobile internet on the continent. That is why app users are more likely to use larger platforms such as Facebook and WhatsApp to connect with their future significant other, and why the free online dating market is still “in its infancy”. If however, you would fancy meeting someone from the “Hot Continent” then log into Badoo, which is favoured by Nigerians, South Africans and Kenyans.
Summing up the data
As can be viewed from the Love App Map, Badoo is the world’s dating app winner, with Tinder taking second place lacking only 3 countries behind in the world’s 50 biggest app markets. A few statistical facts will help us understand the ranking results better:
1. Badoo has been on the market longer
Badoo was launched in 2006, while Tinder has been on the market only since 2012. From this point of view, Badoo has the advantage of being present and studying the online dating game longer than Tinder.
2. Badoo offers more language versions
3. Badoo’s users are more demographically diverse
80 percent of Tinder users are under the age of 34, while only 5 percent are between the ages of 45 and 64. Badoo’s user age distribution is more spread out with 70 percent of users being under 34 years old and 15 percent being 44 years old and above. This shows that app users consider Badoo to be more demographically universal than Tinder.
To properly sum up the data we prepared a full table overview of the most downloaded dating apps by country in the world’s 50 biggest app markets:
Summary – the cultural perspective
Going through the data certain trends and patterns start to show. These can be better understood by reading the data from a cultural perspective. Through our Global SEO comparative analysis we established four major cultural and sociological factors influencing users’ decision on choosing a suitable free hook up app.
Language is an important factor when filtering dating match searches. Going back to the map it’s clear that Badoo is the number one dating app in all the Spanish and both Portuguese speaking countries. This indicates there is greater fluctuation between people from Latin America and the Iberian Peninsula when looking for possible dating matches.
The dominance of language above geographical factors is evident in North America, where there is a clear switch between Tinder ruling in the majority English speaking Canada and USA and between the Spanish speaking Mexico.
2. Similar cultural background
Though countries from Eastern Europe are mostly Slavic, the language differences are still too vast to ensure fluent communication. At the same time all these countries prefer Badoo, which indicates to a connection other than language and that is cultural background. In the previous century most of the Eastern European countries were joined together in the Soviet Union. Though today all these countries are independent, they still share a common historical and cultural background. This keeps the nations unintentionally connected and that is why similar trends can be often found in Czech Republic as well as in Slovakia.
Popovídejte si na Badoo s uživatelem Barbora Žehrová a dalšími super lidmi z vašeho okolí! pic.twitter.com/IAAZNpM27S
— CZECH GIRL (@BarboraZehrova) April 25, 2017
Zaloguj się na Badoo i poznaj użytkowniczkę Emilia oraz inne osoby w okolicy!
— Emisia (@Emuula_POLAND) August 11, 2016
A good example are also Scandinavian countries, where most single app users prefer Tinder. SEO specialists are aware that one has to use specific marketing approaches for specific parts of Europe depending on historical, cultural and economic factors.
3. Market diversity
Though the US technology market has highly penetrated or more or less even dominates in the European market, this is not the case in Asia. With the world’s greatest and fastest growing technology markets such as China, India, Taiwan, South Korea and Japan, one should expect that there will be a vast choice of local dating apps in Asia. The independence of these markets correlates to the independence of users when choosing among dating apps and that is why local will often win over global.
— Sai Varun Padala (@SaiVarunPadala) April 26, 2017
Are dating apps changing the love economy in Asia? https://t.co/uEqBjFGATY
— Ninja Economics (@NinjaEconomics) April 22, 2017
4. Sticking with the majority
App markets such as Russia and China are so vast that they can easily be paired up with larger regional markets. At the same time an app developer may not need more than just one local market to succeed, as long as he has the sufficient percentage of all the users.
When more and more people are starting to use one specific dating app, even though it may not be globally known, it makes no sense to use a different one. With all social media and specifically for dating apps, the most important thing is to have as big of a user base as possible. This way the chances of finding a good match are increased. If the majority of Russians use Frim then new users will most likely choose Frim as well.
Expanding your brand overseas is not an easy task. That is why it is always good to work with people who know how to approach international market. At GFluence we help various businesses with executing their international SEO strategy to its fullest potential. Check full spectrum of services that we can provide for your brand.
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