A recent study by Slice Intelligence has revealed that Tinder’s paying members increased by 71% from 2015 to 2016, making it the fastest-growing paid user base compared to other online dating platforms.
According to the study, Tinder’s paying members are shelling out an average of $45 per year for more “Super Likes” and unlimited swipes.
Although not much compared to other large players, Tinder’s clever monetisation scheme saw the app reach 1.7m paying subscribers at the end of 2016, more than doubling the previous year’s total of 0.8m.
Slice Intelligence did reveal that the most money was spent on eHarmony, with the average user spending $129 per year, and coming in second was Match.com, paying members parting with around $88 over the same period.
However, Coffee Meets Bagel and OkCupid were found to have the lowest average spend, with singles only paying $39 and $40 per year.
In terms of where members are, the study found that Tinder is most popular in western states – in fact, the states in which Tinder has the largest share of the dating market were found to be west of Mississippi.
And when it comes to age, Slice Intelligence found that Tinder and OkCupid had more male users, with just under 81% of Tinder’s 2016 revenue coming from this demographic.
These male subscribers are also likely to be aged 40+, Tinder having the highest proportion of paying members from this group, compared to other services.
However, the research found that eHarmony and Match.com have more female paying users, with women accounting for a large chunk of their revenue in 2016.
For eHarmony, 23% of revenue is generated by women aged 51+.
To see the full study please click here.