Online dating apps have grown exponentially in recent years. Data reported by businessofapps.com reveals that global users of dating apps increased from just shy of 200 million users in 2015 to 323 million in 2021. During that same period of time, revenue derived from all such apps grew from $1.6 billion to $4.6 billion, an impressive trajectory, which reveals either solid marketing of a useful product, or, and I’m kinda’ leaning toward this takeaway, a really sad commentary on a rapidly-growing, worldwide loneliness problem, and an increasingly-cavalier attitude toward the practice of “hooking up” (Ed. note: If you’re not familiar with the practice of “hooking up,” perhaps you should get out more, or maybe read more, and not just your weekly dose of Rule of Three).
How do dating apps make their money, you might ask? There are three basic revenue-generating strategies: subscription plans, advertising, and and in-app purchases. A particular favorite of mine is the so-called “freemium” subscription model, the benefits of which were covered in a Rule of Three column last year (link to that column helpfully attached here. . .)
To preemptively respond to your question (which, apparently, I have anticipated will be posed as if I had been subpoenaed by Senator Joseph McCarthy’s House Un-American Activities Council): No, I am not now, nor have I ever been a member of any dating app. But, I read things (and, not just my weekly dose of Rule of Three), and am aware of the dating app environment which exists.
Therefore, I can report with confidence on the current state of this rapidly-growing business. One of the things I have noticed is the “niche-ification” of this business; there appear to be dating apps catering to every possible segment of society.
The lineup of the most-popular dating apps includes:
Tinder - this app is most associated with “swiping right” if you like what you see in a potential date’s profile; otherwise, you “swipe left” and that candidate is summarily dismissed. Wouldn’t you like to have that functionality available in real life? I think it would come in really handy in phone conversations, Zoom meetings, and, when cornered by someone you don’t want to bump into at the grocery store.
Bumble - this one apparently encourages women to make the first move - kind of a Sadie Hawkins dance come to life. No? That doesn’t resonate with you? Ask your mom. . .or, perhaps your grandmother. . .or, maybe your great-grandmother.
OKCupid - this app touts its “Flavors” option, which can narrow your search to such attributes as: “Kinky Nerds,” “Beard Lovers,” or “World Travelers.” I wonder if they also offer such filters as: “Pathological Liars,” or “Smelly Dudes,” or “Narcissists”? I have to believe that sort of truth in advertising would be quite attractive to app users. Then again, are you able to trust anything you see on these dating apps? U.S. representative-elect George Santos, of New York’s 3rd congressional district, might characterize these profiles as “embellishment;” you and I know better - it’s lying.
Hinge - this app seems to position its brand as the one that you can safely push aside (i.e. delete), near-term, because you will have quickly located the love of your life, and no longer have a need for such an app. I gotta’ say, that’s a curious association to reinforce, when your core business is fostering long-term relationships - what’s to prevent a client of yours from adopting that very strategy, and pushing aside the (Hinge-surfaced) love of his/her life? Also, I’m finding it difficult to get past the corporate branding discussion that yielded a product such as this one named after a common product one might purchase in a hardware store.
Match.com - at least this one has a name that makes sense - users are trying to secure a match, after all. Apparently, setting up a profile is pretty easy, and the user can then engage in online flirting, including “winks”; I hope there’s a button for the wink recipient to click, asking plaintively, “Do you have something in your eye?” in order to confirm the winker’s intentions.
eharmony - this app has been around a long time, and utilizes algorithms to identify the likeliest matches - yeah, that sounds like the right way to find a mate - I mean, algorithms are the very things that dump stuff into your Facebook newsfeed, such as “5 Best Shampoos for Women, According to Hair Stylists,” and “Budget Blinds: Get a Free In-Home or Virtual Consultation with your local design expert today!” and “Port+Hall: Finally: A floor mat that won’t slip, is stain-resistant, and can absorb moisture - Real Simple.” Note that these are items which actually appeared in my Facebook newsfeed today - what sort of commentary is that on my Facebook activity? I don’t want to know.
In addition to these general-interest dating apps, there are a slew of apps targeted at specific market segments, including: LGBTQIA+ (Grindr, Men Nation, HER); ethnically-targeted (BlackPeopleMeet, ArabLounge, A Foreign Affair (a/k/a loveme.com), InterracialMatch.com, TrulyAsian.com, UkraineSingles.com); age-filtered (SilverSingles, DateMyAge, OurTime); religiously-sorted (JDate, ChristianMingle, Muslima); various professions (FarmersOnly, Elite Singles), and a host of other narrowly-targeted apps (single women, MAGA members, and those on a gluten-free diet are but a few of these other niches which enjoy their own special apps).
Given the embarrassment of riches to be found when seeking a niche dating app, you might believe that every conceivable rock has been turned over. I mean, there’s even an app designed to appeal to people who like bacon (Sizzl).
But, I think that there might be a few market segments yet to be mined. Herewith, are a few of my suggestions:
Insouciance - this groundbreaking dating app would be marketed to those men and women who simply don’t care whether they date or not - gives new meaning to “playing hard to get,” no?
NudistDate - the clothing-optional community has long been neglected when it comes to consumer marketing; perhaps that is because marketers seek the instant gratification of appealing to buyers who will instantly whip out their credit cards (rather than whipping-out something else), and buy. Nudists are hamstrung in this regard, because, you know, where do you keep your credit cards, when you have no pockets?
Prisoner of Love - I suppose it depends upon the particular prison in which an inmate currently resides - some maximum-security prisons might limit access to cellphones, which would definitely have a negative effect on the availability of prisoners in the app’s database, but, prisoners need love too, right?
Armed with this extensive research from the team here at Rule of Three, you are now ready to safely enter the dating app universe. Just be careful when you swipe - you don’t want to put an eye out in the process.
Reader Interaction Opportunities
Do you feel compelled to offer your two cents on this column’s topic? Feel free, free, free to do just that right here.
Hey! If you enjoyed this column, why not subscribe now? That way, you’ll never miss the latest Rule of Three offering. And, it’s free, free, free!
Or, perhaps you’d like to share this column with a friend. Also, free, free, free!
Or, perhaps you’d like to provide a point of entry to that friend to the entire world of Rule of Three. Yep, you guessed it, free, free, free!