Flurry: Mobile Dating Apps Capture More Flirting Time Than Online Sites

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Mobile app analytics firm Flurry has released a report today that examines the use of mobile dating apps vs. online dating sites. Flurry used data from Compete, comScore and Alexa to measure internet consumption of dating sites and used its own analytics data (which now tracks over 90,000 mobile applications) for mobile tracking. With respect to dating, Flurry tracks a large set of dating apps with more than 2 million total users.

Flurry reports that mobile dating apps command more time compared to online dating sites. On average, 8.4 minutes are spent in mobile dating apps vs. 8.3 minutes online. And a year ago, people spent twice as much time on the Internet for dating as they now do in mobile apps. Mobile dating app usage has grown from 3.7 minutes in June 2010 to 8.4 minutes in June 2011. This is further evidence that supports Flurry’s recent report on mobile app usage dominating web browsing.

In terms of engagement, Flurry says that the frequency of consumers checking mobile dating apps contributes to the growth in time spent per day in mobile dating apps. Last year, the average user opened a dating app 2 times per day, a little under 2 minutes each time. Now consumers open a dating app over 5 times a day, but for shorter periods of time, about 1.5 minutes per session.

In terms of unique users visiting sites v.s mobile apps, Flurry finds more people are using dating apps on smartphones than visiting online dating sites are on the web, proportionally. Flurry measured this by looking at the proportion of unique users of dating services versus the total, per platform. For the Internet, Flurry compared unique visitors of online dating sites versus the total number of people using the Internet, which totaled 12% in June 2010 and 13% in June 2011. For mobile apps, Flurry compared unique users of mobile dating apps versus all apps, which resulted15% in June 2010 and 17% in June 2011.

And the report shows that the number of people using dating apps is growing faster than the number using all apps. Overall, the number of unique users of all applications increased 125%, year-over-year, while the number of unique users using mobile dating apps increased by 150% over the same period.

For background, Flurry found the top dating apps and sites are Match.com, eHarmony, PlentyOfFish, Zoosk, Jazzed Online Dating, Skout, and Grindr.

Considering this data, it seems that there’s a huge market opportunity in mobile dating and incorporating local and location-based functionality. And it’s a trend that startups such as LikeALittle has caught onto.