User Journey of Dating App Users

Goals

To understand the user journey of dating app users, including how people choose an app, what makes them download it, what makes them delete it, how many apps people download, and how often they do so.

Early Findings

User Journey:

  • Most uninstalls of all dating apps happen on the first day.
  • "By state, California has the worst male to female ratio on dating apps (heavily skewing male, 77.8 % : 22.2%). Meanwhile, the most balanced ratio is Wyoming (63.5% : 36.5%). Dating apps aren't as heavily used in the deep south as they are in the West or in Texas. Florida, New York and Illinois show a pretty high usage, or to put that in more understandable terms considering most of the geography of those states is swamp, farmland and desert — Miami, New York City and Dallas/Austin/Houston are busy deleting dating apps on the second day."

Top Players

  • The top 10 grossing dating apps in the U.S. for 2018, saw more than $628 million in user spending during the course of the year.
  • As of 2019Q1, the top 10 dating apps in the United States are Tinder, Bumble, Plenty of Fish (POF), Hily, Meet Me, Hinge, Badoo, Match, Zoosk, and OkCupid.

Proposed next steps:

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