Tinder is an online dating and geosocial app. After logging in, users swipe right to like someone’s profile or left to dislike. The profile has a picture, a short bio, and a list of interests.
Tinder has a double-in policy where both users must swipe right to exchange messages; this filter keeps users safe.
If you search for a dating site on Google, Tinder is in the top searches, and you may know a person using the app. Now you may be wondering why Tinder and why you should consider trying it out.
Here’s why,
Tinder is one of the most popular dating apps, with over 75M monthly active users, and it has recorded approximately 60B matches since its inception.
But before we get deep into the statistics, let’s look at how it all began.
History and Inception
Tinder was founded in 2012 by Sean Rad, Justin Mateen, Jonathan Badeen, and Whitney Wolfe at a hackathon hosted by Hatch Labs in West Hollywood. Sean Rad and Engineer Munoz presented the app idea in February 2012.
In March 2012, Badeen joined the team as the frontend operator and Chris Gulczynski as the designer. The two later held Tinder’s CSO and CCO positions, respectively.
In August of the same year, the co-founder and other employees renamed the app from Matchbox to Tinder.
The app was officially launched in the Apple store in September 2012. It was also introduced to college students in this same period, which helped in the fast expansion of the app.
In 2013, the company changed its selection function from click-based to swipe. The move significantly boosted their numbers, and more dating apps started using the swipe feature.
Between 2014 and 2016, Tinder experienced skyrocketing growth. By October 2014, the company was recording up to 1B swipes per day, and users spent an average of 90 minutes on it a day, with about 12M matches per day.
In 2015, Tinder released the super like and rewind functions and acquired Chill, a mobile messenger that uses pictures.
By 2016, Tinder had become one of the most popular dating apps in the US, garnering about 25.6% shares of monthly users.
In October 2016, Tinder opened its first Silicon Valley office to attract more technical employees. The following month the company introduced more gender selection options.
These first years played a vital role in the company’s success and set a strong foundation for further growth upping its annual revenue. That same year, Tinder grew its annual revenue to $403M and surpassed Netflix as the highest-grossing app on App Store.
Tinder launched an optimized web version in 2017. It was available in Argentina, Brazil, Colombia, Mexico, Italy, Indonesia, Philippines, and Sweden.
To further their reach, the web version was later launched globally in September 2017, making Tinder a sensation and a favorite dating app for many people worldwide.
Since its inception, Tinder has continued to enjoy high revenue returns, and, in 2018, for instance, Tinder had an annual revenue of $805M compared to the previous year of $403M.
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To boost its revenue, Tinder introduced an additional subscription. The first available subscription is the free version, where users can match, chat, and meet. The free version also has one super like per day.
The second tier is Tinder Plus, which has more features with unlimited likes. Users can hide advertisements and get a free month boost.
The third tier is Tinder Gold. It has more features and users enjoy more benefits.
Some of its features include unlimited likes and rewinds and new top picks every day. Users also get to see who likes their profile and hide advertisements.
The last plan is Tinder Platinum. This subscription allows users to enjoy the app without any restrictions. Users can send messages before matching, prioritize likes, and even see their likes in the last seven days.
The launch of Tinder Gold attracted more users, recording about 3.7M paid subscriptions in 2018.
But that was not the end of the company’s expansion. In September 2018, Tinder launched Tinder University, allowing college students to connect with other students nearby.
This, too, helped increase their figures, and it was evident in their annual revenue – they recorded an annual revenue of $1.152B in 2019.
Tinder later introduced a lighter app version for areas with bandwidth, storage, and data use issues. Tinder Lite managed to penetrate developing countries and led to more global growth.
This change increased revenue, with the number of paid subscriptions rising from 3.7M users to 5.2M subscriptions. In 2019 second quarter records, Tinder was announced as the highest-grossing non-gaming app, surpassing Netflix again.
In 2020, despite a global pandemic, Tinder grew its annual revenue to $1.355B, accounting for 58% of Match Groups revenue of $2.34B. In the same year, Tinder recorded an increase of 16% in subscribers and a high of approximately 15% in users.
Tinder’s growth in 2020 is attributed to the limited socialization and the health risks involved, leading to more people signing up for online dating apps.
In 2020, Tinder launched a panic button and anti-catfishing features for US users that ensures users are safe. If you don’t feel secure during a date, you can press the panic button and share your location.
To tighten their security feature, Tinder introduced an ID verification service to mitigate catfishing in 2021.
2021 was also monumental in Tinder’s expansion. The company launched mobile accessories under the name Tinder made.
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In the same year, Tinder reported a high number of people willing to go on physical dates compared to online dates. Tinder provided users with a pair of testing kits to encourage precaution.
To further understand why Tinder has taken an upward trajectory in revenue growth, it’s essential to take a deeper look at the app and understand what makes it unique.
Here are some of the top Tinder features.
- Easy-to-set-up profile: This is a free feature, and all users across all of the subscription fees enjoy the easy-to-set-up profile. Additionally, users can sign up through Facebook, their phone number, or email. After signing up, they fill in their interests, likes, education, and work. They can also add a few profile pictures.
- Location filter is one of the most important features to scan through users near your place. This makes it possible for users to select matches from their preferred locations.
- Another great feature is the super like. Swiping right to a profile is anonymous, but with the super like option, users are notified when someone declares interest. This is an excellent way of filtering the crowd to find people who are more interested in you.
- Unlimited likes or the Tinder Plus option: users enjoy unlimited likes. The free version limits users to 25 likes a day.
- Free boost: Tinder Plus also has a free boost. The success of online dating depends on the user’s visibility. The free boost allows users to be among top profiles in a specific location for 30 minutes.
- Rewinds: Users can rewind a left or right swipe done by mistake. Users get unlimited rewinds. Unfortunately, this feature is not available for users on the free plan.
These are just a few of the features that make Tinder a favorite dating app among users across the globe.
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Tinder Statistics in 2023
Tinder is available in more than 190 countries. However, the highest number of users is from the US at seven million users, followed by the UK with about 1.8 million subscribers. Additionally, Tinder supports over 50 languages.
According to Earthweb statistics, in 2023, Tinder will have about 75M monthly active users.
Moreover, about 10.3% or 5.9 million Tinder users have subscribed to Tinder Plus and Tinder Gold. While these paid features have more features, they are affordable and attract more users.
Additionally, Tinder caters to different groups. For example, in Tinder Plus and Gold, users under 30 pay a fee of $10 per month, while those above 30 pay $20 per month.
Tinder Age Demographics
In a study done in 2021, the most active Tinder subscribers were people below 25 years old. This number has, however, changed with older people between 45 to 55 years joining the app. The table below is a study by Cast From Clay showing the age and percentage of users by 2021 in the USA.
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| Age | Percentage of Users |
|---|---|
| 18-24 | 35 |
| 25-34 | 25 |
| 35-44 | 20 |
| 45-54 | 8 |
| 55 and above | 10 |
Gender Demographics
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Tinder has a huge gender gap. Male users amount to 75.8% in the US and 85% in the UK. A similar scenario is seen in countries such as India, with a more significant gap in subscribers.
However, with the recent increase in online dating apps, Tinder has seen a few changes in some parts, with Europe recording a 50/50 use of the app.
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Tinder Income Demographics
Tinder has catered to a vast income bracket with different subscription plans. However, studies have shown that the highest number of users lie in the $60k to $80k income bracket.
Below is a further breakdown of the income levels as of 2021 by Cast From Clay.
| Household income | Percentage of users |
|---|---|
| Below $30k | 12 |
| $30k -$60k | 15 |
| $60-$80k | 26 |
| $80-$100k | 20 |
| $100k and above | 20 |
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Tinder Usage and Success
Surprisingly, nearly 30% of Tinder subscribers are married. At the same time, about 40% are in serious relationships. Of these numbers, 12% claim to be in a serious relationship before installing the app.
Fortunately, it is not all doom and gloom regarding genuine connections. Statistics show there were over six billion matches by 2015. The matches have become more authentic by eliminating underage users and bots in their system.
Out of these matches, 13.6% have led to marriage. However, not all users seek long-term relationships. In a study done on 9,761 people between 24 to 35 years, 44% use Tinder to boost their courage, while 22% want casual hookups.
In terms of gender disparity, records show that India has the highest disparity between genders, majorly influenced by the matchmaking priority in the country.
From a sample size of 1,000 Indians, results revealed that 86% of male users in India swipe right to an attractive face, while 85% of the women pay attention to the education level before swiping right, creating a more significant gap.
In 2020, Tinder recorded a high number of users and conversations on the app increased to 32% compared to previous years. Also, Tinder recorded success with about 40% of widowed or divorced users matched successfully.
Another interesting statistic is that the average Tinder user opens the app 11 times a day. The curiosity to see who liked your picture or whether you have a new message keeps users on edge and increases their interaction with the app.
More statistics also show that about 60% of male users send messages to a companion within the first five minutes, while only about 15% of women respond or send messages within the first five minutes.
Tinder users continue to increase by the year, with records showing a 12% increase in monthly downloads. It is also estimated that over 3.5 million people download the app monthly.
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Tinder Revenue Generation
By 2021, Tinder was estimated to be worth $42B. So how does Tinder generate its income?
Let us show you how:
- Tinder advertises on TV shows through advertisement and brand partnerships, although the presence is limited. The app has managed to crack the ad world, increasing its use by brands.
- In-app purchases, where users pay $9.99 per month for Tinder Plus, $29.99 per month for Tinder Gold, and $43.99 for Tinder Platinum. However, the payment plans may vary depending on the location, market, or when the app is beta testing new features.
- Merger and acquisition: Tinder formed a merger with Match in 2015 and acquisitions of Wheel, Tappy, and Humin.
Tinder Market Share vs Competitors
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Over the years, the online dating business has grown with more apps emerging. This data shows how Tinder is performing compared to its competitors in the US market.
Tinder takes up 29.17% of the market, making it the most popular dating app. Bumble comes second, taking up 26% of the market, and Hinge is ranked third with a market share of 18.75%. These three are the most popular online dating apps in the US market.
Plenty of Fish comes fourth with a market share of 11.46%, and Badoo has a market share of 5.21%. Match, OK Cupid, and Grindr have a market share of 3.13% each.
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Tinder Future Growth Plan and Business Model
Since its launch in 2012, Tinder has managed to be at the forefront of the online dating business. The freemium business model offers limited features on the free subscription.
But with more interactions in the app, users feel the need to try the paid packages for a better experience.
Fortunately, these features are worth the money and play a key role in expanding the business. For the expansion of Tinder, the company has used these evergreen strategies that guarantee future income growth.
- Understanding their audience: Tinder appeals to a certain age bracket and always works to ensure they cater to their needs.
- Implementing customized local strategies by understanding how each local community works and creating features that appeal to them has ensured that Tinder is relevant.
- Expanding its language catalog has also ensured they reach a wider audience, increasing its revenue.
- Using a fun and easy interface: When Tinder was first launched, the swipe feature gamified the app and made it fun for users to engage. The feature remains relevant even with the emergence of new dating apps.
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To Sum Up
Tinder’s consistent growth over the years indicates that filling a market gap is the best business move. The rise of competitor apps has kept its mission to grow and bring people together.
The continuous growth, worldwide availability, and affordability have played a considerable role in ensuring its growth.
And although some users are in for short-term hookups, statistics show that people get lifelong partners.
So if you are looking to start a business today, some of the critical lessons to learn from the success of Tinder are; having your customers in mind and being unique. The swipe feature was Tinder’s initial idea, and more apps are also picking it up.
Finally, work on consistent growth by improving your product or service. So if you feel it’s time to try online dating, you can try Tinder.
