"Tinder now claims to have matched billions of online daters, with its daily number of swipes often surpassing a billion. Stats like these are some of the reasons why this dating app has gained a large amount of news copy, as well as lofty valuations, amid claims that it is revolutionizing the online dating game. GlobalWebIndexÛªs latest wave of research takes an in-depth look at the app to tell you What to Know About Tinder in 5 Charts."
Brands and Advertisers Should Be Paying Attention to Tinder
"While TinderÛªs audience is as yet relatively small, it is worth the interest of advertisers and brands," Felim McGrath writes on GlobalWebIndex.net. "Two thirds of TinderÛªs users think of themselves as brand-engaged, half say they tend to buy brands they see advertised and a significant 77% are telling their friends about new products. Across all of these attitudes, Tinder users are ahead of average."
Men Outnumber Women on Tinder — and Many are in Relationships
"Looking at the demographics of Tinder users shows that 16–34s are the most enthusiastic age group and that this is an overwhelmingly urban audience. By gender, men outnumber women on Tinder (60:40) and, although half of its users identify themselves as single, a significant portion are already in a relationship ÛÒ perhaps putting credence to Tinder CEO Sean RadÛªs belief that that Tinder is not just a dating app but a Û÷social discovery platformÛª."
Tinder Hasn't Beat the Online Dating Giants Yet
"As yet, itÛªs only 1% of internet users globally who are using Tinder on a monthly basis," McGrath writes. "ItÛªs a similarly modest story when we look at location-based dating apps in general, with only 6% active on them. So, itÛªs clear that these new apps have yet to overtake traditional dating sites like Match.com, OKCupid and Chinese dating site Jiayuan. But there are some issues here for the online dating industry ÛÒ the numbers visiting dating sites have flat-lined over the past two years. Tinder might not be No. 1 now but thereÛªs clear opportunity for expansion."
A Quarter of Tinder Users are Already Paying for Online Dating
"Getting online daters to spend their cash has been a major issue for the online dating industry; currently, only 1 in 8 dating site visitors are paying for them. WhatÛªs more, the ad-based models that most free dating sites follow face a major challenge too ÛÒ more than a third of dating site visitors say they regularly use ad-blocking software. Tinder is at a serious advantage here. Already, one quarter of its user base say they are paying for online dating ÛÒ giving it a notable over-index. If Tinder can convince these users to upgrade to Tinder Plus, its new premium tier, then it can bring in the revenue that its massive valuations have promised."
Tinder Users aren't Exclusive — 70% are Visiting Online Dating Sites
"Online daters like to keep their options open, and Tinder users are no different," McGrath writes. "Only a small section of TinderÛªs user base are using this app alone to get their online dating fix. In fact, 7 in 10 Tinder users say they visited an online dating site last month. Importantly, mobiles are the most important access devices here, beating out even PC/laptops. Smartphones may be essential to Tinder but they also make it easy to check other competitor services."
As Tinder grows in popularity, your advertisers should seize the chance to be on the cutting edge. According to AudienceSCAN, 2.2% of U.S. adults 18 and older participated on (viewed, commented, posted to) Tinder in the past 30 days. Tinder Users are 82% more likely than average to be swiping right on their iPhones (51% use them). Many users are college students, so think about companies in your region that are hiring/recruiting, because this audience is 217% more likely than average to attend a job fair this year. And a whopping 41.5% set personal goals to get new jobs in the next 12 months. A good prospect: Plato's Closet! Tinder Users are 455% more likely than average consumers to shop there.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.