Valentine’s Day is fast approaching. But love isn’t only in the air. It’s also in the data.
The CBS News Data Team contacted the most popular online dating apps to find out what data they had. Hinge and Tinder saw an increase in activity during the first half last February, as well as a spike in messages, matches and swipes.
Hinge: the build-up to Love
Hinge’s slogan is “designed to disappear.” The app’s activity increased in the weeks leading up Valentine’s Day in 2024. According to Hinge’s “We Met” data, compared to the same time period in 2023 the number of “likes” sent increased by 28%. Matches and dates also rose by 17%.
The busiest day of the year for messages and “likes” was Sunday, February 4, 2024. Voice Notes were also a big hit on Feb. 13, the day before Valentine’s Day. This suggests that users are getting more personal in advance of the holiday.
Tinder: Swiping for a purpose
Tinder’s swipe interface is ubiquitous and tells us a lot about the way singles are connecting with one another in the weeks leading up to the holiday.
According to data from the platform, on Valentine’s Day last year, Tinder received 3.6 million “likes” more, 2.8 million messages extra, and an astounding 78 million swipes additional in only 24 hours.
According to a Tinder survey, 69% of singles said they were looking for a serious relationship. 41% are seeking “Marriage Material”, 39% are playing the “Long Game” and 27% prioritize an “Intention,” the company found.
Tinder data shows that not everyone was interested in a relationship. Tinder’s data shows that relationship types are evolving. 14% of users who indicate their relationship type identify as consensual and non-monogamy. 22% of users are open to other relationship structures.
According to data from the platform, during the peak dating period, between Jan. 1 and Feb. 14, Tinder users sent an additional 2.1 million messages per day. They also made 486 Tinder profile edits per minute.
Bumble: Confident connections
Bumble also reports a surge in activity from users during the week leading up to Valentine’s Day. Bumble data shows that users are more active during the weeks leading up to Valentine’s Day than any other time.
Bumble’s Dating Trends Report for 2024 found that 72% of global users are looking for long-term relationships. Downloads and usage of the app grew in the weeks before Valentine’s Day. Users of Gen Z, in particular updated their profiles by adding new photos and Interest Badges.
In 2024, both the number of downloads and the amount of activity on the Bumble app increased in the weeks surrounding Valentine’s Day. In 2024, the weeks leading up to Valentine’s Day saw an increase in Bumble ‘right swipes’. This increase continued throughout the entire month of February,” stated Michael Affronti. Chief product officer at Bumble.
According to a Bumble poll, a quarter (25%) of U.S. respondents said they would be going on a Valentine’s Day date, no matter where their relationship is at.
OKCupid: coffee, then commitment
OKCupid is known for its data driven approach to matchmaking. They found that 84% their users enjoy coffee dates. This is why they partnered up with La Colombe for singles happy hour on Valentine’s Day.
Michael Kaye, OkCupid’s spokesperson, said that historically, OkCupid has seen a steady rise in activity between early January and Valentine’s Day.
The platform saw a spike in users who expressed a desire to settle down following the holiday. This indicates that, for some, their search for love increases once the Valentine’s Day pressure subsides.
As with many products and services the activity on OkCupid fluctuates throughout the year. “We see noticeable spikes in messages, downloads and matches early in the year,” Kaye said.
Last year, there was a significant increase in the number of daters who said they were ready to get married and settle down after Valentine’s Day. This year we expect a surge in engagement and activity on our platform.
