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Adjust´s dating app marketing guide 2021

app dating

Adjust’s Dating apps marketing guide 2021

If we take a look at the dating apps industry in 2020, we can see a large progression. As App Annie points out: Consumers spent over $3 billion in dating apps in 2020, up 15% YoY globally.

Dating apps ranking

Tinder remains on top, ranking #1 in the US and #1 worldwide, with the highest annual overall consumer spend among non-gaming apps in 2020.

Adjust has released the Dating apps marketing guide 2021 which highlights testimonials from apps publishers such as Tinder, Quack Quack and Taimi as well as elements on retention, session time and fraudulent bots. 

  • If we look from a User Acquisition campaign point of view, the Adjust guide for Dating apps shows the big peak of installs and activity on Saturdays. An important fact to take into account if you manage acquisition campaigns to adapt your budgets.

Dating apps install

  • Concerning the retention, the average duration of sessions decreases rapidly after a peak over the first few days. The opposite of other verticals like gaming or news. This is because of the nature of consumption.

 completed guide


  • EMEA users spend more time on apps than others.

Dating daily time



Download Adjust’s full guide here