Liftoff and Leanplum’s 2018 Mobile App Engagement Index has revealed how much money dating apps have been spending on acquisition this year.
The report notes that there has been a significant increase in the number of available dating apps. Therefore, marketers are being forced to work harder to drive traffic to their platform.
The data shows that there has been a decrease in the amount of money spent per user download. This year, an average of $1.29 was spent on each each install of the app, which is almost half of the $2.59 from 2017.
There has also been a significant rise in the rate of install to registering an account. So far in 2018, 77.7% of downloads turn into a profile being created, compared to 43% the year before.
However, only 2.4% of installs lead to a user subscribing to a premium account.
When the data is broken down to look at males and females separately, it appears as though it is much easier to get men on to dating platforms.
Dating apps are spending over double the amount on marketing in order to get women to install, register and subscribe.
On average, it costs $80.36 to persuade a woman to create a premium account, but only $35.81 for a man.
The section concludes by suggesting the marketers’ main focus going forward should be on increasing the number of users who are converting to premium, because the potential rewards are very high.
Read the full report here.