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The average cost to get females to install, register for and subscribe to a mobile dating app is higher than the cost to acquire a male, according to research. Mobile operating systems influence app costs and conversion rates as well.
Mobile app marketing company Liftoff analyzed activity on its platform, covering 936 million impressions and 130,000 post-install events among the leading dating apps for the 13-month period between January 2015 and January 2016.
The data revealed that the average cost to acquire a female mobile dating app subscriber was $356.59. To compare, the average cost to acquire a male subscriber was $291.68.
Looking more closely, the average cost to getting a female to install a mobile dating app was $3.49, while getting a male to do so was $2.36. Similarly, it costs an average of $6.66 to get a female to register for a new mobile dating app, while it only costs an average of $4.17 for a male.
Additionally, Liftoff found the mobile operating systems also affect dating apps costs and conversion rates. For example, compared to iOS, Android was cheaper in both the average cost per install and cost per registration.
However, when it came to subscriptions, iOS users were more cost-effective. The average cost per subscription on iOS was $283.69. For Android, it was $497.54.
Overall, dating services—whether online, on mobile or offline—are gaining steam. Research from IbisWorld, as cited in the Wall Street Journal, found that online dating apps make up nearly half of the US dating service revenues. Mobile dating apps make up more than a quarter.
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