Online dating in the USA is a multibillion-dollar industry. Due to Statista, in 2022, the number of users of dating sites and apps in the USA was 50,1M, and they spent more than $23 bln. As Pew Research Center study says, dating sites and apps have become the most used way to find a partner. 71% of Americans who use these sites believe online dating is a safe way to meet someone.
Although most dating sites and apps users are between 18 and 29 years old, it still has reasons to target people older than 21 as they are more solvent.
Lesbian, gay, or bisexual (LGB) adults are roughly twice as likely as those who are straight to say they ever used a dating platform. So, as you can see, working with gay dating vertical can be remunerated.
Why the USA Is One of the Leading Online Dating Markets
The USA remains an attractive target market for online dating thanks to its large online audience, high purchasing power, and strong acceptance of dating sites and apps. In the minds of many Americans, online dating sites and apps are already an integral part of social life.
There are several reasons why the USA is a GEO for online dating:
- many active dating app users;
- good acceptance of online dating;
- high purchasing power;
- popular use of paid subscriptions and features;
- diversity of the audience by age, ethnic background, lifestyle, and dating intentions;
- high potential for niche markets (mainstream, casual, mature, and LGBTQ).
For affiliates, it means that the USA is both competitive and promising GEO. It incurs higher traffic costs, but it also offers many opportunities to try different approaches.
How the USA Compares to Other Dating Markets
The USA is one of the largest GEOs for online dating, with the right blend of engagement levels, demographic diversity, and widespread use of dating apps. Among popular English-speaking GEOs, the USA differentiates itself through its large market base and numerous dating niches.
| Factor | USA | Canada | UK | Australia |
| Online dating popularity | Very High | High | High | High |
| Market size | Very High | Medium | High | Medium |
| Audience diversity | Very High | High | High | Medium |
| LGBTQ dating potential | High | High | High | Medium |
| Paid subscription adoption | High | Medium | High | Medium |
| Competition | Very High | Medium | High | Medium |
Though competition in the USA is high compared to other Tier 1 GEOs, the presence of a sizable user base and a well-developed online dating industry still makes it an interesting market for the dating vertical.
Dating Preferences in the USA
American dating is diverse and cannot be reduced to a single case. Some users use dating apps to meet a partner for a serious relationship, while others may prefer to communicate in a light manner, flirt, or find users sharing common interests. That is why the same GEO can work well for different forms of dating.
The most popular preferences are the following:
- long-term relationships;
- light dating;
- LGBTQ+ dating;
- mature dating;
- interracial dating;
- dating based on interest;
- communication before meeting offline.
This means that when targeting America, it is not enough to regard it as one single target market. For young people, mature adults, LGBTQ+ people, or those who want to start a long-term relationship, creatives may need to differ significantly from each other.
How Americans Choose Dating Platforms
Since there are many dating apps, most Americans choose a particular app based on their purpose, age group, and personal preferences, rather than just downloading the most popular one. Despite being one of the largest dating apps in America, some people still opt for apps that better align with their expectations.
Dating platforms tend to be selected based on certain criteria such as:
- type of relationship they want to have;
- age range of the app’s audience;
- verification of profiles and security features;
- matching algorithm and user interface;
- niche audiences such as LGBTQ groups;
- premium features.
That is why there is no platform which reigns all audiences at once. Dating platforms such as Tinder, Bumble, Hinge, OkCupid, and Grindr appeal to various types of users.
Dating culture in the USA
In the USA, dating apps are more popular than other ways of getting someone known. Every fourth couple meets online. The most used dating app is Tinder. Besides it, TOP dating apps include Bumble, Hinge, Badoo, OkCupid. Logically, people in big cities use dating apps more often than those in small towns or villages where people know each other. Traditionally, New York, Los Angeles, Washington D. C., Las Vegas, and Chicago are top of “dating cities”.
Americans are known for their free attitude towards sex. For them having sex on the first date is something normal. More than 40% of users of dating platforms confessed to having sex on the first date or one-night-stand meeting in their lives.
Gay Dating in the USA
As for LGBTQ dating, the scene depends on the place. The smaller is city the more often gays and lesbians use dating apps. But still this way of getting acquaintance is the most popular. The most used dating apps in this vertical are Grindr, Hornet, Jack’d, HER and Scissr.
One of the reasons why gays use dating apps is fear to come-out in real life.
The most popular social media in the USA
You can reach your target audience through social media. The most populous social media in America still is Facebook. Almost 75% of adult Americans use it.
Similarweb ranks the most used social media the following way.
- Discord
Remember that in Adverten, we have solutions that will help you pass through moderation in social media. Just contact our support service or your personal manager for more information.
Our mediabuying team tries a non-standard approach to the main traffic sources. Here we describe an option on how to use the opportunities of other people.
You can use Tinder to monetize your traffic. You just have to create a profile and share it. That’s a pretty simple case that allows the usage of the trustiness of Tinder in other sources. The main issue is that the profile has to look good. Yes, there will be other steps from Tinder to the link and registration, but the success of this way of monetisation depends on the affiliate’s creativity. The main thing is not to act suspiciously.
Our advice is not to distribute your Tinder profile in the applications of the main competitors. In this case Instagram or TikTok can be an interesting option to attract new traffic.
In Adverten, the USA often gets into the TOP of high performing geos. In the table below you can see the results of Adverten’s affiliate.
America is a multicultural country, so not only European-looking women but also Asians, African-Americans, and mixed couples are popular here. Take into account this information when you are preparing creatives.
FAQ
Is the USA a competitive GEO for dating campaigns?
Yes. The USA is one of the most competitive dating GEOs because of its large audience and mature online dating market. At the same time, it continues to offer strong opportunities across multiple dating niches.
Do dating trends vary across different parts of the USA?
Yes. The level of activity, the presence of a larger dating community, and the popularity of online dating can vary by region and city size.
Which dating niche has strong potential in the USA?
There are various dating niches in the USA, such as mainstream, casual, mature, and LGBTQ dating.
Why is audience diversity important in the US dating market?
The dating market in America consists of different age, cultural, and social groups. According to Adverten, one should target certain audience groups rather than use a standard method for all campaigns.
Are premium features widely used on dating platforms in the USA?
Yes, people do buy premium services, profile boosting, and other premium features. It shows the popularity of paid dating services in the USA.
Why is the USA one of Adverten’s top-performing GEOs?
The USA combines a large dating audience, high digital engagement, and strong demand for dating products. These factors make it one of the top-performing GEOs for affiliates working with Adverten.