Dating Apps Reveal Valentine's Day Trends
As Valentine's Day approaches, love isn't just in the air – it's in the data. Dating apps like Hinge, Tinder, Bumble, and OkCupid have seen a surge in activity in the weeks leading up to the holiday, suggesting a last-minute push for love.
Hinge, the app designed to be deleted, experienced a 28% increase in "likes" and a 17% rise in matches and dates in the two weeks before Valentine's Day 2024 compared to the same period in 2023. Users were particularly active on February 4th, with a surge in "likes" and messages sent. On February 13th, the eve of Valentine's Day, Voice Notes saw an explosion, suggesting users were getting more personal before the holiday.
Tinder's data reveals a similar trend. On Valentine's Day 2024, the platform recorded 3.6 million additional "likes," 2.8 million more messages, and a staggering 78 million extra swipes in just 24 hours. Interestingly, 69% of singles on Tinder said they are looking for something serious, with 41% seeking "Marriage Material," 39% playing the "Long Game," and 27% prioritizing an "Intentionship."
Bumble also reported a spike in user activity during the weeks surrounding Valentine's Day. Their data shows that singles are more active in the lead-up to February 14th than at any other time of year. Gen Z users, in particular, refreshed their profiles with new photos and Interest Badges.
OkCupid, known for its data-driven approach to matchmaking, found that 84% of its users love coffee dates. They partnered with La Colombe to host singles happy hours for Valentine's Day. Historically, OkCupid sees a steady increase in user activity from early January through Valentine's Day. Last year, the platform recorded a rise in users expressing a readiness to settle down after the holiday, signaling that for some, the search for love intensifies once the pressure of Valentine's Day subsides.
These trends suggest that Valentine's Day is a significant driver of activity on dating apps, with many singles using this time to connect with potential partners. Whether they are looking for something casual or serious, dating apps provide a platform for people to explore their options and find love.