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Summary of our market study
The global online dating market has witnessed strong growth, driven by an increase in single populations and internet usage worldwide. In 2020, amidst the Covid-19 pandemic, the industry saw a surge in user activity, with platforms like Tinder reporting longer discussions on the app. The UK market, estimated at £138 million in 2020, showed a similar upswing, with a rapid annual growth rate of 7.1%. Market leader Match Group reported an 11% global increase in users in Q2 2020 and holds major brands such as Tinder, which dominated the UK market with nearly half the market share. Demographic trends depicted the 25-34 age group as the most active on dating platforms, with the numbers suggesting future growth in the over-45 segment. Challenges for the industry revolve around issues of user safety and security, with a marked increase in dating scams reported in the UK. Despite the proliferation of niche platforms catering to specific demographics, the market's dominance by a few large players like Match Group continues, and their success appears to be sustained by a "freemium" business model and the adaptation to mobile-centric user behaviors.
Navigating the Dynamic Waters of the UK Online Dating Sector: Trends and Figures
The online dating landscape in the United Kingdom is vibrant and expansive, marked by a surge in user engagement amid the cultural shift towards digital romance. The text reveals an industry catalyzed by an uptick in singlehood and practically buoyed by the proliferation of internet access. Among these digital romantic platforms, a key player emerges as Tinder, holding a sizeable share, with nearly half of market pie, while Badoo and EHarmony trail with substantial engagement. The growth in digital matchmaking services has been relentless, peaking notably during the tumultuous times of the Covid-19 pandemic when interpersonal connections became a click away. The yearning for companionship during lockdowns translated to longer conversations and burgeoning user numbers for platforms such as the Match Group's portfolio which includes Tinder, Positioning themselves as a digital haven, these platforms offered solace to individuals seeking both romantic and platonic connections.
An intriguing revelation points to an almost two-thirds majority of users being male. There seems to be a symbiotic relationship between the spread of smartphones and the swell of online dating activities, highlighting the intuitive linkage between technology adoption and social interaction. Although digital dating has become a vital thread in the UK's social fabric - being responsible for the inception of one in every eight relationships - it's the younger demographics who have seamlessly intertwined their love lives with online dating, compared to the older generations. When unpacking the business models within this digital romantic realm, we observe a diversity of revenue generation strategies primarily anchored in 'freemium' models, where the allure of enhanced features tempts users to loosen their purse strings.
Furthermore, the Match Group illustrates how subscription services are the reigning monetization modality, contributing to the overwhelming majority of their revenue. Despite the sizable abundance of companies within the online dating market, a few heavyweight entities dominate, leading to an intriguing market structure of smaller niche players jostling against titanic firms. However, this realm isn't without its shadows. Concerns over user security, from harassment to the menace of fraudulent profiles, plague the industry. A resounding alarm over dating scams has doubled in occurrences, a statistic likely underpinning the broader spectrum of internet-related crimes linked to dating.
Dominant Forces and Rising Stars in the UK Online Dating Arena
The UK online dating market is a dynamic and ever-evolving landscape, dominated by a few key players and brimming with innovative upstarts that constantly redefine how individuals connect and find love.
- Match Group’s Diverse Portfolio Leading the Charge, At the forefront of the UK online dating scene is the Match Group, a conglomerate that boasts a collection of some of the most popular and widely used dating brands. Its flagship app, Tinder, has become synonymous with modern online dating and is known for its user-friendly "swipe" feature. But Tinder is just the tip of the iceberg, with other household names in its arsenal such as Match.com, OkCupid, and PlentyOfFish solidifying its status as the industry heavyweight. The group’s commitment to diversity is evident through tailored brands like Hinge, for more serious daters, and OurTime, catering to singles over 50.
- Parship Elite Group: Focused Matchmaking for Relationship Seekers, Parship Elite Group is another major contender in the UK market. With a more focused approach than the broad swiping landscape, Parship uses a scientific method to help singles find long-term relationships. The company’s presence gives users who are serious about settling down an alternative to the casual dating scene.
- Niche Market Innovators : The market is also characterized by a slew of niche players catering to specific demographics and interests. JDate offers Jewish singles a platform to connect with others sharing their faith and cultural values, while Muzmatch serves the same purpose for Muslim singles. Veggie Romance appeals to vegetarians in search of like-minded partners, underscoring the trend of looking for compatibility in lifestyle choices.
- Bumble: Empowering Women in the Dating Dynamic, Bumble stands out with its women-first approach, giving female users the exclusive privilege to initiate conversations. This unique angle on the dating dynamic has not only resonated with users tired of traditional gender roles but has also established Bumble as a strong contender and a harbinger for empowering women within the tech space.
- Emerging Players and Technological Innovations : New market entrants continue to emerge, pushing the boundaries of the online dating experience. For instance, Qemistry appeals to younger, social media-savvy users by forgoing traditional profiles for video-based interactions. The Inner Circle brings an elite dating experience to young professionals in London, adding exclusivity into the mix.
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Summary and extracts
1 Market overview
1.1 Definition and scope of study
A dating site is an online site designed to allow individuals to meet new people, usually for the purpose of establishing a romantic or non-romantic relationship. Online dating usually takes place through online websites or applications.
Today, there are several versions of online dating sites, depending on the customs and traditions of the location in which they develop. Indeed, the function and purpose of dating sites vary considerably from one country to another. However, administrative procedures remain relatively homogenous, involving the creation of a profile, where personal and private information is added, often serving as the “personal pitch” on which discussions are started. Most services offer digital messaging, while others offer additional services such as webcasting, online chat, telephone chat (VOIP) and forums.
The global market has been expanding rapidly in the last years. This can be explained by the rise in number of single people around the globe, especially in North America, Europe, and Asia-Pacific. Moreover, the surge in Internet penetration has been beneficial to the industry.
Similar to the world market, the United Kingdom has seen a large upswing in the number of users of online dating platforms. In 2019, Sky reported that one out of three relationships started online. This growth is driven by several factors including a larger number of single people, the increase of internet penetration, and product innovation.
In 2020, the most used application was Tinder (47%), followed by Badoo (32%) and EHarmony (27%). In other words, Tinder has almost half of the market share for online dating. It should also be noted that usage of online dating application is not mutually exclusive; in other words, users often have accounts in different applications.
1.2 A growing global market
The global market for online dating services is experiencing strong growth with an estimated CAGR of *.*% between **** and ****. It is expected to grow from $*.* billion to $*.* billion.
Global Marketplace for Online Dating Services World, ****-****, in billions of US dollars Source: ****
The global market is driven by the increase in the number of singles in the world, and by the growth in internet use around the world. The "millennials" (***) are the main users of such services and the sites and applications are increasingly innovative, thanks to new technologies such as AI, which they have at their disposal
The most popular applications worldwide vary by operating system. On IOS, Tinder was the most downloaded application between January and July **** according to newzoo but she was overtaken by Badoo on Android
If we combine the data on the two operating systems, Badoo and Tinder are well ahead of the pack with ** and **.* million downloads respectively over the period, compared with only **.* and **.* for Mico and Happn
Top dating apps by downloads on Android and IOS World, January-July ****, in million downloads Source: ****
The growth of meeting platforms was particularly strong during the Covid-** pandemic, when people sought to fill a sense of loneliness. Thus ...
1.3 A dynamic national market
Market size of online dating United Kingdom, ****-****, in millions GBP Source: ****
The UK market for matchmaking services grew at a rapid rate of *.*% per annum between **** and ****. The most dynamic segment of the market is online dating sites and applications, which now accounts for **% of the industry's turnover. The online dating market is estimated to be worth £*** million in ****.
The main drivers of the dating market are the widespread access of British people to the Internet, driven by the massive spread of smartphones, and the increase in the number of singles in the UK.
The fundamentals for growth appear solid and the market is expected to continue to grow strongly over the next five years due to strong demand for digital services from the population.
The online dating market has become so important in the United Kingdom that the Office of National Statistics has added it to the basket of goods and services used for the calculation of inflation. [***]
1.4 Positive impact of the Covid-19 pandemic on the dating market
Increase in online dating services activity
The restriction of British people's outings in the midst of the epidemic has led to a boom in home entertainment, particularly online entertainment such as dating applications. Tinder, for example, said that since the pandemic, discussions about its application have lasted on average **% longer (***). [***]
Improving the image of online dating services
Online dating service/app statement agreement United Kingdom, ****, in Source: ****
In times of pandemic, the majority of Britons believe that online dating services can be a source of comfort for single people (***).
Do you think other dating service/app users were behaving in a the following ways more, less or about the same now compared to pre-lockdown? United Kingdom, ****, in Source: ****
Users of dating applications have noticed several changes in the months following the development of the epidemic. More than half of them believe that users are having longer conversations than usual, more than a third believe that partial or total containment has increased users' creativity in terms of interactions on the applications, and finally, **% of them find that inappropriate behaviors are now less frequent.
Adaptation of sites and applications to new meeting modalities
The virtual disappearance of physical encounters has pushed online dating ...
2 Demand Analysis
2.1 Typical user behaviour and profile
Devices used to access dating app or website United-Kingdom, ****, in % Source: ****
The British overwhelmingly use their mobile phones to access opt-out sites and applications (***).
Gender distribution among mobile users of online dating apps United Kingdom, ****, in Source: ****
Men account for **% of users of dating applications. However, this proportion varies greatly from site to site.
Age distribution among mobile users of online dating apps United Kingdom, ****, in Source: ****
The age segment most present on applications and dating sites is the **-** year olds (***). Overall, **% of users are under ** years old, making the online dating market a relatively young consumer market. However, the segment of over ** year olds is expected to grow in the future with the better mastery of technological tools by this age group but also due to the increased difficulties for members of this age group to meet new people.
2.2 Drivers of demand for online dating services
Smartphone penetration United Kingdom, ****-****, in Source: ****
There is a strong link between the massive spread of smartphones in the UK population and the growth of the online dating market. Indeed, the main players in the sector are above all mobile applications created with the aim of offering an optimal user experience on mobile phones. In this respect, the example of Tinder is striking with the "swipe" system, which lends itself particularly well to the mobile use of the application. Moreover, logically, a smartphone user uses his device for a large number of activities in his life and using it for dating purposes therefore appears to be completely intuitive and effective
Single people index (***) and online dating turnover index United Kingdom, ****-****, in millions of people and in million GBP Source: ****
Although the rate of growth is obviously not the same, the number of singles over ** years old in the UK and the turnover of the online dating industry are strongly linked. The increase in the number of singles in the country increases the demand for services dedicated to providing these same singles with the tools to find a partner. The difference in dynamics between the two curves can also be ...
2.3 Online dating plays a key role in the formation of British couples
How did you meet your current or most recent partner? United Kingdom, ****, in Source: ****
**% of Britons met via an online dating platform, *% via a website or *% via a dating application. While this figure is high, it remains well behind meeting at work (***). However, online dating is ahead of dating during studies or leisure time.
How did you meet your current or most recent partner? United Kingdom, ****, in Source: ****
Regardless of age group, a significant proportion of Britons have met their spouses online. However, this share is only *% for those over **, three times less than the **-** year olds who are most likely to have met online.
2.4 A prominent place in the UK's favourite applications
Leading iPhone non-gaming apps, by revenue Great Britain, February ****, in thousands of USD Source: ****
Tinder largely dominates the iPhone application landscape with revenues of $*.* million in February ****, more than three times more than its main competitor Netflix. However, Match.com's brand is not the only dating app to make a name for itself in the market, as Bumble is in *th place with $***,*** in revenues, ahead of apps such as YouTube Music and SoundCloud.
Most downloaded dating apps United Kingdom, **.**.**-**.**.****, in number of downloads Source: ****
The UK market is dominated by Tinder with **% more downloads than Bumble, its main rival. Despite what the graph may suggest at first glance, the UK market is relatively fragile compared to other national markets, with Tinder's competitors well established and therefore real competition.
3 Market structure
3.1 Many players but a market dominated by a few dominant companies
There are *** different companies in the UK online dating market. The size of the market is estimated at £*** million, which represents an average annual income of £***,*** per business. On the other hand, the industry employs *,*** people, which makes an average of *.* employees per company. These figures highlight the fact that the typical company in the UK online dating market is a small organisation with little income. [***]
However, the relatively small size of the structures present in the United Kingdom should not, however, suggest that it is a totally fragmented market in which no one player has clear dominance. On the contrary, the world leader in online dating, Match Group, has a strong presence in the UK with its brands Tinder, Match, Meetic, OkCupid, Hinge, Pairs, PlentyOfFish and OurTime. The group has a **% market share worldwide and its success in the UK suggests that its market share is relatively similar in this domestic market. Match Group's main competitor, Parship Elite Group, owner of the Parship and ElitePartner brands, is also well established in the UK. [***]
These two players are taking the lion's share of the market and are ahead of a multitude of smaller players, often specialising in a niche segment of ...
3.2 Presence of a variety of business models on the market
The Huffington Post has made a large study in the UK dating market and drew various conclusions about the success of companies in the sector.
Monetization
Most companies generate revenue through a "freemium" model in which registration is free but the user pays for additional services and features. A minority of models are completely free and are financed through advertising. However, this mode of operation tends to decrease due to the unpredictability of cash flow. A few sites offer additional paid options such as sending personalized gifts to the partner, thorough verification of user identity or organizing physical events to promote meetings.
Outsourcing
Many companies in the industry use WhiteLabelDating.com software platform to outsource the payment process and customer service. This allows them to focus on the goal of increasing traffic to their site. However, the risk of this approach is a disconnection between the company's strategy and customer management which can have a negative impact on the brand image.
Support
Mobile applications are widely represented and have the advantage of often being more pleasant to use. In addition, users via application spend on average more time every day searching for a partner than users via the traditional website. However, ...
3.3 The particularities of the London online dating market
London in relation to the rest of the United Kingdom
Londoners are the main users of dating applications and sites across the UK. In fact, **% of Londoners have used such a service in the last ** months, which is significantly higher than in other parts of the country.
Londoners also differ from their fellow citizens in their recognition of the value of dating applications during Covid-**. Indeed, **% found these applications to be more valuable now that physical social relationships are becoming less common. [***]
Finally, London is the UK city with the highest proportion of unmarried people, providing fertile ground for the development of dating applications.
London in comparison with other world metropolises
Easiest cities in the world to date
Source: ****
London is ranked second and fourth in terms of the cities where it is easiest for a woman and a man respectively to have a date. This ranking illustrates the strong demand for online dating applications among the UK capital's residents and the major role they now play in finding a partner.
Applications most popular with Londoners
Grindr, a dating application for gay and bisexual men, is particularly popular in London, which is probably due to a larger gay and bisexual community ...
3.4 A future dependent on the sector's ability to meet the challenge of insecurity
The main criticisms of dating applications concern the insecurity associated with their use:
Many users, especially young women, are victims of inappropriate behaviour and harassment. False profiles are legion and pose the problem of regulation on the part of companies in the sector. Dating people you meet online is widely considered unsafe. [***]
Dating scam evolution United Kingdom, ****-****, in thousands of occurences Source: ****
In the United Kingdom, "match-fixing scams" have almost doubled in the space of three years. This crime indicator is the only indicator related to dating applications that is published annually by the Office of National Statistics. However, it seems consistent to assume that other types of crime related to dating applications have also increased sharply in recent years.
In response to these issues, the Online Dating Association has taken a series of measures to curb the phenomenon and silence the critics:
Development of Code of Practice and Industry Standards Working with legislators, policy makers and influencers Influencing the media and law enforcement agencies Promote safety messages for users
The association has also established several priorities in its plan " Dating **** " :
Inclusion: It is not enough for a small group of companies to set high standards for themselves. The industry ...
4 Analysis of the offer
4.1 Main offers in the United Kingdom
Il existe une offre pléthorique de sites et applications de rencontre au Royaume-Uni. Ces différents acteurs se différencient en se positionnant sur un segment particulier ou en adoptant des modèles tarifaires innovants.
Source: ****
4.2 Current trends and upcoming innovations in the online dating market
Increase in the number of sites offering a tailor-made product
Niche applications represent a growing part of the online dating offer. The main examples in the UK are :
JDate (***) Asian* (***) Muslim Veggie Romance (***)
These applications surf on the tendency of humans to look for a partner who looks as much like them as possible. London lends itself particularly well to this exercise since it is a multicultural city par excellence in which many communities live together.
Increase in the share of users of dating applications over ** years old
Although largely in the minority at the moment, the over **s are expected to account for a significant portion of the growth in the dating applications market. They are a particularly interesting segment for companies in the sector since they spend on average more time on the sites and also go on more dates than younger people. The reasons for this behaviour are mainly leisure time, which is above this age, especially among singles, and the desire to maintain a social connection by meeting other people. [***]
Emphasis on sincerity and quality of meetings
Rebecca McGrath, senior media analyst at Mintel, explains that the applications seek to move away from Tinder and its compulsive ...
5 Regulation
5.1 A regulation in full adaptation
The main regulatory issue for dating platforms is the protection of users' data, governed by the DPMR which applies to all EU Member States. The regulations on this subject are available at Europa Lex . Some applications such as Tinder and Grindr have been pointed at the sale of certain intimate data. The sale of data is therefore strictly regulated and platforms must allow users to easily recover their data. [***]
The subject is all the more delicate as the data possessed by dating sites are intimate. The hacking of Ashley Madison's database in **** led to an **% drop in her visits due to the lack of trust that followed for the users. [ DataDome BeautifulPeople.com was also hacked in **** and Guardian Soulmates in ****
Applications and dating sites must also follow the European regulations for online payments. The Payment Services Directive * (***) thus enshrines open banking and raises the level of security for access to payment accounts. [***]
However, with Brexit and the United Kingdom's exit from the European Union, European regulations will no longer apply to companies operating on national territory. The British legislator therefore has a lot to do to regulate the activity of online dating applications. Some measures presented below have already been ...
6 Positioning of the players
6.1 Segmentation of players in the UK dating sites and applications industry
- Tinder (Match Group)
- Meetic
- Badoo
- Happn
- Bumble
- Match group OkCupid
- Match Group Hinge
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