Forget Valentine’s Day, Dating Apps Peak in the Spring

Liftoff found men and women are 131.7 percent more likely to subscribe to a dating app in the spring than in the rest of the year.

With Valentine’s Day quickly approaching, you may think single mobile users would increasingly turn to dating apps to find a sweetheart of their own in time for the big day. However, new data from Liftoff showed dating apps become most popular in the spring, rather than in February.

To be specific, Liftoff analyzed almost one billion mobile ad impressions and one million post-install events from seven dating apps in the U.S. last year, and found men and women are 131.7 percent more likely to subscribe to a dating app in the spring than in the rest of the year. In addition, Liftoff found the average cost per subscription drops by 55.9 percent between the months of March and May, and increases by 9.3 percent between September and November.

Overall, April was found to be the best month for men to try dating apps, as the rate at which female users download and register for dating apps was 2.3x higher in April than average.

Elsewhere, a new survey of 2,001 U.S. adults from Pew Research Center found nine percent of respondents had used a dating app on their smartphone, up from three percent of respondents in 2013.

Since some users may download and use dating apps on the same device they use for work, software asset management company Flexera Software analyzed 25 iOS dating apps to determine the risks they may be taking by doing so.

Flexera analyzed apps including Grindr, Tinder and OKCupid to determine the kinds of device access these apps may receive after they’ve been downloaded, and found 88 percent of the tested apps are capable of accessing a device’s location services, while 60 percent of the apps were capable of accessing the device’s installed social networking apps, as well as text messaging feature.

In addition, 36 percent of apps were found to be capable of accessing the device’s calendar, while 24 percent were capable of accessing the device’s address book. By downloading dating apps on a work device, Flexera warns users they may be inadvertently sharing their business’s information with developers and advertisers.

Check out Flexera Software’s full infographic below.


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