Liftoff’s Annual Dating Apps Report: Conversion Rate Trends

Mobile app marketing and retargeting firm Liftoff has released its 2018 report on the dating industry.

Drawing from an analysis of nearly 12 billion ad impressions across 4.4 million app installs spanning from December 1, 2016 to December 1, 2017, Liftoff’s Dating Report revealed a number of trends in the sector.

The first section of the report, covered here, takes a wide-angled look at how the costs of converting customers has evolved over time.

At $2.75, Liftoff found that the average cost of acquiring a new user in 2017 was 18% lower than the year before ($3.36).

The cost of converting that user and getting a full registration is also lower, coming in at $5.12, 23% less than 2016 ($6.65).

The 2017 install-to-registration rate of 53.8% is slightly higher than the 2016 rate of 50.6%.

The cost of acquiring a subscriber also decreased by around one quarter. At $189.82 it’s pricey, Liftoff reports, but it also comes in at “a full 23% under the $246.77 price tag observed in 2016”.

The install-to-subscription rate remains around 1.5%.

Liftoff attributes the falling general costs to a greater pool of consumers feeling prepared to try dating apps, and to marketers pushing hard to compete in a crowded market.

The first section of the report closes by stating: “Now it’s up to marketers to use the wide array of approaches and formats at their disposal to turn interested users into committed subscribers.”

GDI will cover the findings on gender, operating systems, seasonality and regions in upcoming articles.

Download the full report here.