The online dating industry is booming in India. The country has the second-largest internet user base in the world and a large number of people are using dating apps to find love. The market has grown over the last year alone.
The rise in smartphone usage and penetration of social media has led to an increase in people looking for love online.
Global data aggregation site Statista.com estimates that the online dating sector's revenue in India will rise from $454 million in 2021 to $783 million by 2024, making it the second most lucrative market for dating apps worldwide after the U.S.
The growth is not just confined to India but across the Asia Pacific (APAC) region as well — from Japan to Vietnam, China, Malaysia, and Indonesia — where traditional marriages are on the decline and young people are seeking relationships outside their community or religion through online dating platforms.
The Dating Apps in 2022: What Problems Are They Solving?
The majority of dating apps today are focused on providing users with a platform to meet new people and socialize with them. These platforms are mainly used by young adults who want to find someone special. However, there is also an increasing demand for dating apps for all ages and demographics.
But as the market becomes saturated with new apps every day, it's getting harder than ever to stand out from the crowd. The majority of popular dating apps offer their users the same type of experience: user profiles, chat rooms, and messaging services. This means that most of these platforms offer similar functionalities regardless of the kind of person they are trying to attract or how old they are.
We’ve done some digging and come up with a list of key challenges that dating apps face today, along with possible solutions that could help overcome them:
The Problem
- People don't just want hookups. 54% want to find an exclusive romantic partner through dating apps.
- Users want their apps to reflect their personalities and habits, and they want communication to be as seamless as possible.
- User acquisition is still a challenge for dating apps because many users don’t want to spend their time on the dating app when they could be spending it on Instagram or Facebook instead.
- Due to busy schedules, millennials find it hard to meet people organically in everyday life situations.
- Using dating apps can make users feel insecure about their privacy. Many services don't provide secure connections or adequate security measures, which means you may lose your data at any time.
- The age-old stereotypes against same-sex couples make it tough for them to meet someone in real.
The Solution
- Dating apps must focus on being compatible rather than just finding someone geographically close to you.
- Personalized communication channels with live calls, instant voice communication, audio messages, etc can alleviate privacy concerns.
- Dating apps can augment user acquisition through pay-per-click ads, referral programs, and content marketing.
- Same-sex couples should feel safe and comfortable connecting, confessing, and controlling their relationships.
- Social media integration and location-based matching can help people get a better-localized experience.
User Persona of Dating Apps: How Far Have We Come?
Dating apps are becoming more popular and accepted by society. They are also changing the way we think about dating. We are seeing more and more user personas on dating apps, which is a good thing for us as marketers.
What is a User Persona?
A user persona is a fictional character that represents your typical user. It's based on research and data collected from your existing users — but it doesn't have to be 100% accurate. A user persona should be a generalization of your target audience, not an exact representation of one person's characteristics.
When you set up a user persona you can use it as a tool to create personas for every target audience group. The persona will help you understand what drives them to use your product and how they behave within it. The benefit is that it makes it easier to create engaging content, messages, and experiences which will have a positive impact on user retention and growth.
1. The Desperate and Single
This persona is not new to dating apps. It's been around for quite some time now. The desperate and single person is quick to jump into relationships and always looking for love in all the wrong places (or so they say).
They're constantly swiping left or right hoping that they'll find their soul mate in mere minutes. These people are also known as serial daters or serial monogamists because they have a habit of jumping from one relationship to another without ever taking time off between each one.
About
These are the people in their 20s, divorcee, or LGBTQ who are looking for relationships or casual companionship. Either they are single, ready to mingle(no brainer) or they are desperate to enter into a relationship due to their age, social or peer pressure.
Behavior Patterns
They casually swipe right as they want to explore options.
Preferences
They have a specific fetish that no one else seems to share.
Pain Point
This kind of user persona didn’t have much luck with relationships in the past. They are addicted to instant gratification.
Goals
While they are looking for a serious relationship, they tend to explore options and give them a try.
2. Married People Who Want to Cheat on Their Spouse
If you have ever been involved in an affair or have been cheated on, you will know that there is always someone on the other side who wants to play dirty. This has created an influx of married people using dating apps for hookups rather than long-term relationships.
And while most people who cheat on their spouse do so because they're unhappy in their marriage, there are still plenty of married people who want to cheat on their spouses but don't. They feel trapped in a relationship and want out.
It's important to note that just because someone uses this app doesn't mean they're going to cheat. But it does mean that they're open to having an affair if the right person comes along!
About
This user persona is between 25-45. They are oddly settled in marriage and comfortably settled in their profession with a mid to high income.
Behavior Patterns
They miss the fun. For them, life is all about routine now. The current relationship no longer excites them. They may not want to leave their marriage for fun but using such apps gives them a psychological kick. In their mind, they consider dating as an "exit strategy".
Preferences
They want to find someone with similar interests as them. A companionship that brings the spark back in life.
Pain Point
They are at a stage where they feel unfulfilled as individuals. They cannot achieve anything only for themselves with their full potential because they are busy supporting their partners' careers or raising children
Goals
They want to be in control of a relationship and have fun again.
3. People Looking for "Hookups"
The majority of people using dating apps are looking for a long-term relationship or marriage. But there's a sizable minority that's just looking for hookups.
These people use the apps as an "injection" into their social lives — they're not necessarily interested in dating or finding a partner, but they want to meet new people and get out of their comfort zones.
That makes sense — Many people are nervous about meeting new people offline because they fear rejection or being judged. These apps allow them to connect with someone they already have something in common with, bypassing the awkward introductory phase of “getting to know each other”.
About
These are young adults, freshly out of high school. They are not looking for serious relationships or matching wavelengths with their companions. They just want someone nice to hang around with.
Behavior Patterns
They are curious and happy to use multiple dating apps. They casually swipe right and explore more options.
Preferences
They are not looking for anything serious. They want to go out, meet new people, and break out of their comfort zones.
Pain Point
They want to find someone who wants the same thing as them — casual sex with no strings attached. And that’s not easy to find.
Goals
They want to meet as many people as they want before seeking a potential relationship
4. Those Who Want to Try Everything
One of the most common personas we see on dating apps is people who want to try everything. This is particularly true for men, but women also fall in this category. They're looking for variety in relationships, and they want to try them all with as many different people as possible.
Usually, they're not looking for anything serious, but if a person catches their eye and makes them feel special, they might consider going beyond friendship status - but only if it's mutual.
About
These are the adults in their mid-20s and early 30s. They are at an intersection where they are financially comfortable with fewer family or social responsibilities. However, this user persona is mature enough to make responsible decisions.
Behavior Patterns
They are amicable and ready to counter complex situations. They usually go by their gut while swiping.
Preferences
They want to feel comfortable with the person from the get-go. Most of them are earning well so they would even pay for subscriptions for additional features to make the best connections.
Pain Point
They are not worried about social norms and want to try new relationships or hookups. They are finding someone who matches their interests and personality.
Goals
To meet as many people as possible until they find the “ONE”.
5. People Who Don't Believe in Love at First Sight
The truth is, not everyone believes that you can fall in love instantly. Some claim they don't believe in love at first sight, and others have never experienced it themselves.
They want to make sure that they've gotten to know someone before they start developing feelings for them. They may even want to be friends first so they can get to know each other better and make sure they are compatible in the long run.
About
Again, these are the adults in their mid-20s and early 30s. They are unmarried workaholics. They are spending most of their time in their profession.
Behavior Patterns
They are cautious when meeting new people. They are introverts who love playing around with emojis and reactions. They hang out in bars and find online dating convenient.
Preferences
They are more likely to have a preference for a partner of the same race, ethnicity, or religion. They tend to value personality over anything else and want their partners to be equally attractive as them.
Pain Point
They find it difficult to find meaningful relationships. They feel that it takes a lot of time and effort to get to know someone enough to understand them, as well as what makes them happy.
Goals
To find someone who can see past their own needs and wants, and instead focus on being there for them. An app that facilitates meetups can help people find their perfect partner.
In A Nutshell
The dating market is massive and diverse, with people looking for different things in a relationship: love, friendship, fling, and even sex.
There was a time when we had to go to a club or a pub to find someone who could be our soul mate or even just a friend. However, there is one thing that all singles have in common – they want to meet someone new!
And now with the help of technology, dating apps are making it easier than ever to connect with people who share similar interests as you do.
What makes Pronto stand out from other dating sites?
It is a dating app for the Indian market which allows users to send audio messages instead of the same old text messages. What makes this app even more interesting is the Notification Voice Prompt. The user gets to choose the language and the voice of the same.
This app will enable people to first listen to voice profiles (VPs) of other Users, share audio notes back and forth, and then even progress to direct private chat room conversations with each other in which they will use the app’s audio functionality to hear and speak with each other, hopefully forming more meaningful relationships.
