| Category | |
|---|---|
| Awareness | 85.0% |
| Popularity | 33.0% |
| Usage | 31.0% |
| Loyalty | 22.0% |
| Buzz | 26.0% |
Online dating brands
Tinder brand profile in the U.S.
Tinder is one of the leading dating services in the U.S., where the Los Angeles-based brand enjoys an awareness rate of 85 percent and is used by around one-third of dating services users. Among Gen Z, that share is even higher. Overall, our brand KPIs for Tinder clearly show that the online dating service appeals better to younger consumers than to older generations.
Brand KPI profile
Swipe right for brand KPIs: Tinder's brand profile unveiled
Tinder exhibits an impressive awareness rate among U.S. online dating users. Its popularity and usage both stand above 30 percent in that audience. However, its loyalty and buzz ratings indicate room for improvement. This suggests that while Tinder is popular and widely used, it struggles to create a strong, long-lasting connection with its user base.
Generations
Generation gap in Tinder traction
Tinder is most recognized and among Generation Z and Baby Boomer dating service users in the U.S., while all other brand KPIs are clearly highest among Gen Z alone. With age, the app's popularity and use decrease. Customer loyalty and media buzz around Tinder show a similar pattern, peaking with Generation and being lower with the older generations in the survey.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 85.0% | 86.0% | 84.0% | 86.0% | 71.0% |
| Popularity | 33.0% | 43.0% | 29.0% | 28.0% | 24.0% |
| Usage | 31.0% | 39.0% | 28.0% | 27.0% | 24.0% |
| Loyalty | 22.0% | 30.0% | 21.0% | 17.0% | 0.0% |
| Buzz | 26.0% | 32.0% | 23.0% | 21.0% | 29.0% |
Life values
Being successful is more important for Tinder users
Users of the online dating service Tinder, compared to the non-users, are almost equally likely to prioritize a happy relationship, but are more focused on being successful and advancing their career. While both groups value an honest and respectable life, non-users are slightly more likely to prioritize it. Interestingly, social justice and traditions are among the least important aspects for both audiences, with Tinder users showing slightly lower interest in both aspects.
Published December 20, 2023
| Category | Total | Tinder user | Non-user |
|---|---|---|---|
| An honest and respectable life | 48.0% | 44.0% | 49.0% |
| A happy relationship | 47.0% | 49.0% | 47.0% |
| To be successful | 38.0% | 53.0% | 35.0% |
| Safety and security | 38.0% | 33.0% | 38.0% |
| Making my own decisions | 32.0% | 24.0% | 33.0% |
| Having a good time | 29.0% | 31.0% | 29.0% |
| Learning new things | 28.0% | 29.0% | 27.0% |
| Advancing my career | 15.0% | 20.0% | 14.0% |
| Traditions | 15.0% | 8.0% | 16.0% |
| Social justice | 12.0% | 8.0% | 12.0% |
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