Tinder launched in 2012 as a dating app marketed at a Millennial user base, and has gone on to dominate and define the sector it essentially created. Owned by US dating site and app behemoth company Match Group, in 2022 Tinder has been attempting to attract new Gen Z users, as part of its original Millennial user base moved away from the world of online dating.
Despite ever-increasing competition, in 2022 Tinder is still by far the world’s most successful and ubiquitous dating app, and many of its statistics are spectacular.
Here are some of the most interesting data points around the app.
Top 10 Tinder Statistics
1. More than 50 percent of Tinder users are Gen Z members
Tinder has not released precise user age breakdowns in 2022, but has stated that over half its users are members of Gen Z: born between 1997 and 2012. By introducing more video-focused functions a decade on from its Millennial-focused launch, Tinder has attempted to stave off competition from a new wave of smaller dating apps aimed purely Gen Z.
Apps such as Snack, Feels and Lolly market themselves as purely for users in their late teens to early 20s. Tinder’s efforts to attract younger users seems to be working: while in 2022 a Gen Z user base dominates, as recently as 2020 a lower percentage of people in the US aged 18-29 than those aged 30-44 used Tinder.
Percentage of US adults by age group who use Tinder (April 2020)
- 18-29: 15%
- 30-44: 19%
- 45-54: 8%
- 55-64: 6%
2. 57 percent of Tinder conversations end after one message (according to one small data study)
In 2021 an analyst studied data from hundreds of anonymous Tinder users, and found that 57.27 percent of ‘conversations’ on the app ended after one person sent a message, which was then ignored. While many matches never get to conversation stage, 21 percent of Tinder conversations are started by women, with seven percent started by men. Despite often seeming to have a reluctance to initiate chat, men dominate Tinder’s gender split by a ratio of three to one in the US.
Gender of active US Tinder users (March 2021)
- Male: 75.8%
- Female: 24.2%
3. Tinder has 9.6 million paid subscribers
In Q2 2021 9.6 million people globally paid a Tinder subscription: 17 percent of the app’s total user base of 57 million at the time, most of which used the free version of the app.
Tinder subscription price structures have become a hot topic, after it emerged that the app charged some older users more than younger users for subs, leading to accusations of age discrimination. In 2000 an investigation by consumer group Choice found that Tinder users studied in Australia who were in older age groups were charged more for Tinder Plus subscriptions that users in younger age groups.
In 2019 Tinder was ordered to pay a combined $11.5 million in compensation payouts to up to an estimated 230,000 class members in California, after a plaintiff sued the app over its age-based pricing. Tinder had charged users aged 29 and under $9.99 per month for tinder Gold, with users aged 30 and above paying $19.99. Tinder paid the compensation in small checks plus free Super Likes and Tinder subscriptions. App chiefs agreed to halt age discriminatory price tiering – but only in California.
Number of paying Tinder subscribers globally
- 2015: 700,000
- 2016: 1.6 million
- 2017: 3.1 million
- 2018: 4.3 million
- 2019: 5.9 million
- 2020: 6.6 million
- 2021: 9.6 million
4. Tinder mentions of ‘Zoom’ shot up 30-fold, with ‘DoorDash’ mentions tripling
According to stats from Tinder, in 2020 mentions of ‘Zoom’ in Tinder messages increased by a rate of 30, while mentions of the US home delivery service DoorDash went up by three times. This is reflective of remote dating becoming a huge trend during pandemic lockdowns, but users seemed keen to continue with online meet-ups. According to research conducted by Tinder, 40 percent of Gen Z Tinder users said they would continue to go on digital dates even when venues opened.
Other digital date-related Tinder stats
–20 percent of users had a virtual date with a match before meeting in person
-Mentions in Tinder messages of Animal Crossing, the game in which players can meet up virtually, shot up 30-fold in 2020
–Just under half of Tinder users had a video chat with a match during 2020
5. Tinder lets you assign yourself one of nine sexual orientations
In 2019 Tinder launched a function that allowed users to select their sexual orientation on the app, offering nine options: straight, gay, lesbian, queer, asexual, bisexual, demisexual, pansexual and questioning. Tinder has not released statistics about the sexual orientations selected by its user base, but research has suggested that LGBTQ people are more likely to use dating apps than non-LGBTQ people. In one study almost twice as many partnered lesbian, gay or bisexual people than straight people said they’d met their partner via online dating or a dating app.
US lesbian, gay or bisexual adults and dating site/app use
Percentage of partnered adults saying they met their current partner online
- LBG: 55%
- Straight: 28%
Percentage of single adults looking for a relationship or dates saying they use a dating site/app
- LGB: 37%
- Straight: 24%
Source: Pew Research Center (2019)
6. Tinder’s 75 million-strong user base represents nearly a third of the global dating app market
With 75 million users globally in early 2022, Tinder had a 31 percent slice of the global dating app market. Badoo was the closest rival with 60 million users, followed by Bumble, founded by former Tinder marketing vice president Whitney Wolfe Herd, with 42 million. Tantan, a Chinese app heavily ‘inspired’ by Tinder, has 25 million users. In China Tinder ‘officially’ has a user base of zero, being one of thousands of sites and apps blocked by the Chinese Communist Party’s authoritarian censorship programme.
Dating apps’ early 2022 global user base
- Tinder: 75 million
- Badoo: 60 million
- Bumble: 42 million
- Tantan: 25 million
- Match.com: 17 million
- Plenty of Fish: 15 million
- Hinge: 6 million
7. Tinder grossed $392 million in Europe in 2021
While most of Tinder’s user base is in the US, in 2021 the app grossed $392 million from its European user base. This haul made Tinder the top-grossing non-gaming app in Europe that year, although it wasn’t among the top ten apps for most downloads. TikTok was the most downloaded app overall in Europe in 2021, followed by WhatsApp, Telegram, Instagram, Facebook then Zoom.
Global valuations of dating apps (2022)
- Tinder: $10 billion
- Bumble: $4 billion
- Tantan: $3 billion
- Badoo: $3 billion
- Hinge: $2 billion
- Grindr: $0.6 billion
8. 65 billion matches have been made on Tinder
By October 2021, 65 billion matches had been made on Tinder globally. Tinder’s growth over the preceding decade means that far more matches would have been made closer to 2022 than its launch in 2012, but this match total figure averages out at around 550 million matches per month. 2019 figures showed that the app was viewed about two billion times per day globally, while in 2018, 1.6 billion swipes were made on the app per day.
Three more 2021 Tinder swipe stats
Average number of Tinder dates active users went on per week: 1.5
Total number of times Tinder was been downloaded since launch: 430 million
Number of languages Tinder was active in: 40
9. One in ten swipes on Tinder belongs to a brand
Tinder has monetized itself beyond subscription fees by allowing brands to place adverts between user profiles, that users can swipe on. In 2021 one in ten swipes made on the app were reportedly made on brand profile adverts such as these. One of Tinder’s first major forays into brand marketing and advertising came in 2015, with Bud Light beer. For the campaign, Tinder users could swipe on a Bud advert then enter a competition to win a trip to a US town called Whatever.
Three other Tinder marketing campaigns that made impact
In 2015 a campaign to promote the film Ex Machina at Austin, Texas’ South by Southwest Festival saw male users match with Ava: the beautiful robot star of the film. Many users chatted on the app with their new AI match before realising she was not human.
Capitalising on many singletons’ desire for comfort pizza on Valentine’s Day, in 2014 Domino’s Pizza launched a Valentine’s campaign on Tinder. Users who matched with the firm’s profiles could win edible freebies and deals.
Also in 2014, US TV network Fox promoted its show The Mindy Project by putting profiles of the characters in the show on the app. Instead of finding a potential love match users were urged to watch the show, leading to accusations that the campaign was “noxious”.
10. One more special marketing case: 1,500 Tinder matches with dogs were made in 24 hours
In 2014 the advertising agency Bartle Bogle Hegarty launched a Tinder marketing campaign that led to the adoption of many canines. Tinder users in New York could swipe right on photos of dogs from the Social Trees Animal Rescue, before potentially becoming their owner. The agency said that 1,500 people matched with ten dogs in the first day of the campaign. In 2021 dog adoption success was also seen in Germany. The Munich Animal Welfare Association became posting photos of dogs on Tinder profiles, saying there was an “insane” response to the 15 pooch profiles created.