| Category | |
|---|---|
| Awareness | 69.0% |
| Popularity | 27.0% |
| Usage | 23.0% |
| Loyalty | 15.0% |
| Buzz | 25.0% |
Online dating brands
Bumble brand profile in the U.S.
Bumble is recognized by almost 70 percent of dating service consumers in the U.S. It has a brand popularity score of 27 percent, and a usage share around 25 percent in the online dating audience.
Millennials and Gen Z consumers make up the biggest Bumble admirers in the United States, as the company has its lowest brand KPI scores among Baby Boomers. The most important things in life for Bumble users are being successful and a happy relationship.
Brand KPI profile
Bumble buzzing for love
Bumble boasts a considerable brand recognition of almost 70 percent among U.S. online dating users. However, despite this fairly high recognition, only 27 percent of that audience express popularity for the brand. Furthermore, less than a quarter of respondents report using the brand, indicating a considerable gap between brand awareness and actual usage. Media buzz for Bumble is sitting at around 25 percent who had noticed the brand in the media, on social media or in advertising in the past 3 months prior to our survey.
Generations
Gen Z and Millennials swarm to Bumble
Bumble’s brand awareness is highest among Millennial and Generation Z online dating users in the U.S., and way lower for Baby Boomers. The brand's popularity is also skewed towards the younger generations, with around 30 percent of Gen Z and Millennial respondents respecitvely citing they like the brand, compared to a smaller share of Baby Boomers. The trend continues with usage share. The buzz around Bumble is also highest among the youngest generation, with almost 30 percent of Gen Z having noticed the brand in advertising, in the media or on social media in the past 3 months before our survey.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 69.0% | 68.0% | 75.0% | 61.0% | 35.0% |
| Popularity | 27.0% | 31.0% | 29.0% | 17.0% | 6.0% |
| Usage | 23.0% | 24.0% | 28.0% | 16.0% | 0.0% |
| Loyalty | 15.0% | 16.0% | 18.0% | 11.0% | 0.0% |
| Buzz | 25.0% | 29.0% | 26.0% | 17.0% | 6.0% |
Life values
Bumble users' value success and a happy relationship
With 50 percent, being successful tops the list of most important life aspects for Bumble users. This is followed by a happy relationship, and an honest and respectable life. It's also noticeable that for Bumble users, social justice, as well as advancing their career and learning new things matter more than for non-users of the online dating service.
Published December 20, 2023
| Category | Total | Bumble user | Non-user |
|---|---|---|---|
| An honest and respectable life | 48.0% | 38.0% | 49.0% |
| A happy relationship | 47.0% | 41.0% | 48.0% |
| To be successful | 38.0% | 50.0% | 36.0% |
| Safety and security | 38.0% | 30.0% | 38.0% |
| Making my own decisions | 32.0% | 24.0% | 32.0% |
| Having a good time | 29.0% | 30.0% | 29.0% |
| Learning new things | 28.0% | 34.0% | 27.0% |
| Advancing my career | 15.0% | 24.0% | 14.0% |
| Traditions | 15.0% | 12.0% | 15.0% |
| Social justice | 12.0% | 17.0% | 11.0% |
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