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The international social network Badoo is the most popular online dating platform by an overwhelming margin, with approximately 38 million direct searches. The second most searched for platform is Tinder, a geo-localized mobile app that introduced the swipe feature to indicate interest or not in another nearby user. Spring ushers in a renewed interest in romance, with search traffic to online dating websites budding in March and April, then blooming in May.
Facebook overwhelmingly dominates the online dating traffic originating from social media, driving Next, we will delve into what we discovered about search, referral, social media and paid traffic. So what online dating platforms do singles search for most? And what are the top 10 online dating websites in terms of traffic volume?
The international and multilingual social network Badoo is by far the most popular online dating platform, with approximately 38 million queries. A distant second is hyper-localized Tinder, with less than half as many platform-specific searches, at 16 million.
Badoo operates in countries and is available in 47 different languages, which goes a long way towards explaining its worldwide dominance in the online dating industry. In third place at slightly less than half the number of search queries of Tinder is Grindr, a second geo-localized social mobile app geared towards gay and bisexual men, with 7.
All of the online dating platforms included in our analysis are free for the basic version. Once again, Badoo captures the top spot. OKCupid is the second most-trafficked site, and PlentyofFish pof. The pioneer of online dating, Match, ranks a distant fourth, even though it is the only paid site besides eHarmony. With a tenure of 30 plus years of operation, Match has the competitive advantage of long-standing brand familiarity and brand loyalty, so users are willing to pay for their service.
Also, its algorithm is informed by scads of data collected over its decades of operation. While Badoo is not alone in operating internationally, it does operate in the greatest number of countries and offers the most prolific number 47 of different languages, as noted in the above discussion of the most searched for online dating platforms.
After direct and search traffic is referral traffic, accounting for Our analysis of backlinks revealed the top five sources of referral traffic, listed in order here:. So what are the top questions people ask about online dating when they enter their query into the search box? We found search requests related to online dating fluctuates somewhat month to month, as well as with the seasons:. Searchers were most active in September with their queries about online dating, and least so in April As with online dating related search volume, the average traffic to online dating websites shows changes by month and season.
As one might expect, spring ushers in a renewed interest in romance. Search traffic to online dating websites builds in March and April, then peaks in May with over 1.
Average traffic spikes somewhat in September then falls off sharply to less than 1 million in December. A remote third largest source of traffic for online dating websites is social media, accounting for 1. Of the social networks, Facebook overwhelmingly dominates, driving Reddit is the remote second largest source, with 8. The Russian-based Vkontakte illustrates the international mix of social networks generating traffic to online dating websites worldwide.
Lastly, paid ads account for 1. Our analysis shows that the vast majority of ads by online dating websites -- Great Britain comes in a distant second with 7. As Russian-founded Badoo commands such a lead in both direct and search traffic among online dating websites, we broke down the data to show its own distribution of global traffic:. Brazil drives the most traffic to badoo.
As an industry, online dating has become big business since Match first introduced its site in Since then, Match has consolidated its realm to include OKCupid and PlentyOfFish, and its trilogy of websites appears to be the largest competitor Badoo faces. While it may seem that between Badoo and The Match Group of online dating websites there is little room for smaller players, the evidence indicates otherwise.
The sheer number and diversity of sites and mobile apps has exploded over the past several years, reflecting the number and diversity of online dating users. For marketers and the owners of online dating websites trying to capture more business, the dominance of direct traffic indicates marketing campaigns to raise brand awareness would be an important part of an overall strategy.
So even while social media and paid ads are relatively small sources of site traffic, both hold value in augmenting efforts to create the brand awareness that can attract unique new site visitors.
Reveal traffic sources of your industry competitors. Jana Garanko May 11, The Wow-Score shows how engaging a blog post is.