Singles Move Towards IRL Dating as App Usage Falls
Singles are showing growing interest in meeting potential partners at in-person events as time spent on dating apps declines. According to Ofcom, 11% of UK adults use dating services, but average monthly usage has fallen from almost four hours in 2023 to three hours in 2025.
Love at First Sign organises dating events where participants are matched through an app based on astrological compatibility. Its director of events, Lissy Cleminson, believes working from home has reduced opportunities for spontaneous encounters, encouraging more singles to attend organised events.
Dating influencer Candice Gallagher attended 10 dating events in 10 weeks and believes they offer a better return on investment than dating apps. Participants can meet several people in one evening rather than spend weeks messaging. Cost is another factor, with a Barclays survey finding that more than a quarter of daters have changed their dating habits because of rising expenses.
Match Group is expanding its in-person dating events from the US into the UK. Its survey of 3,007 singles found that 20% of respondents who had previously been in a relationship met their most recent partner through a dating app, while another 20% met through friends. The research highlighted a generational difference, with 21% of baby boomers meeting their most recent partner in a pub, bar or club, compared with just 4% of Gen Z.
