ANALYSES AND THEORETICAL RESEARCH

MATCHED SOCIETY

The results of the sociological survey regarding the use of dating apps

Mihai S. Rusu

Introduction

Dating apps have become extremely popular as digital means for finding romantic partners more easily. Worldwide, the number of people using these apps has grown rapidly over the past decade, reaching 381 million people in 2023 (Statista, 2024a). Geographically, most users are located in the Western world, particularly in the United States and the United Kingdom (Statista, 2024b).

According to a study conducted by the Pew Research Center (Vogels and McClain, 2023) on a representative sample of the adult population of the United States, in 2023, 1 in 3 Americans used a dating app at one point in their lives (30%). The same study indicates that dating apps are most popular among young people (18-29 years old), and men are more likely to use them than women (34% vs. 27%). Additionally, in terms of sexual orientation, dating apps are more intensively used by members of the LGBTQ+ community (51%) compared to heterosexual participants (28%).

With the rise and widespread use of dating apps in Romania, this study aims to explore various aspects related to who uses these apps, how and why are they used, and what’s their impact on Romanian society. To achieve this, data were collected through a sociological survey based on an online questionnaire, which was administered to a non-probability sample of 214 participants. The questionnaire was distributed on the digital platform Typeform (https://varcult.typeform.com/to/EzVJ4Nv1), and the data were collected from February to April 2024. Only individuals who confirmed they had experience using at least one dating app were included in the survey.

Although the limited number of participants and the non-probability sampling do not allow for the results to be generalized beyond the surveyed population, the findings from this sample reveal certain trends regarding how dating apps are used for forming new social, romantic and sexual relationships. Paying a particular focus on how the recorded responses differ by gender, we present the results as follows.

Sample Description

The non-probability sample consisted of 214 participants who fully completed questionnaire on an online platform. From a socio-demographic perspective, the sample is broken down as follows: 147 women (69%), 62 men (29%) and 5 participants (2%) who identified as “non-binary” (Figure no.1). Due to the very small proportion of “non-binary” individuals, they were excluded from further analyses, as the limited number itself does not support the formation of a category suitable for statistical analysis.

Figure no.1 Sample composition according to gender (N=214)

Regarding the age of the participants, the average age within the sample is 33.9 years, with a standard deviation of 8.4 years. The age distribution of the participants, as depicted in Figure no. 2 below, follows a normal gaussian distribution pattern. The minimum age, as defined by the researchers, is 18 years, while the oldest respondent is 86 years old. The fact that there is a 30-year gap between the oldest respondent (86 years) and the next oldest person who completed the questionnaire (56 years) indicates a relatively low engagement with dating apps among individuals over the age of 50.

Figure no. 2 Results according to age

In terms of education, the majority of participants have completed higher education: 39% hold a bachelor’s degree, 47% have completed a master’s degrees, and 4% have PhDs. Only 10% of the sample consists of participants with only pre-university education (7% have finished high school, and 3% have finished college or post-secondary school) (Figure no.3). This distribution indicates that the sample is skewed towards highly educated individuals while under-representing those with lower levels of education. Additionally, considering that most participants reside in urban areas (95%), this may also indicate that dating app users tend to come from more educated segments of the population who have access to mobile devices, digital skills and internet. Such a distribution of participants is usually found in non-probability samples composed of (self-)selected participants from online environments and should be regarded as a methodological limitation of this study.

Figure no. 3 Results according to the level of education

Another important socio-demographic factor is the marital status of the participants. Figure no. 4 reveals that the majority of the sample (54%) consists of single individuals (including those who are widowed or divorced). This is expected, as dating apps are generally used by people seeking potential romantic partners, particularly those who are not currently in relationships. However, the sample also includes people in short-term relationships (14% in relationships of less than 1 year) and long-term relationships (24% in relationships longer than 1 year), as well as married individuals (7%). This indicates that dating apps are not exclusively used by those who are single. 

Figure no. 4 Results according to marital status

Dating apps, the amount of time spent on them, and the frequency they are accessed

Tinder is the most popular dating app, with over 58 million downloads worldwide in 2023 (Statista, 2024c). In terms of popularity among users, Tinder is followed by Litmatch (35 million downloads), Bumble (31 million), SweetMeet (30 million) and Badoo (25 million). Other popular apps include FRND, Omi, TanTan, Hinge, and happn, all with over 10 million downloads in 2023.

Overall, the global trends are mirrored in the sample used for this study: Tinder is the most popular dating app among participants (89%), followed by Bumble (65%) and Facebook Dating (27%). Romanian participants in this study also use other dating apps, including OkCupid (21%), Badoo (15%), happn (7%), and Grindr (6%). A notable 15% of participants reported using other dating apps, highlighting the variety of options among digital users. The data presented in Figure no. 5 also reveal a common behaviour pattern: users often utilize more than one dating app (one at the time or more than one at the same time).

Figure no. 5 Dating apps according to preferences 

One of the aspects that we will systematically investigate in this study is the gender differences. Regarding the use of dating apps, Figure no. 6 shows that there are no significant gender differences: most female and male participants prefer the same dating apps.

Figure no. 6 Dating apps according to gender (multiple responses)

Next, we will focus on the history of dating apps, especially on how often and for how long they are used. Figure no. 7 shows us that approximately half of the participants have used dating apps in the past three months, with men using them more frequently than women (52% compared to 37%).

Figure no. 7 Accessing dating apps in the past three months, by gender

Regarding the history of dating app usage, the data presented in Figure no. 8 reveals that 90% of participants first used these apps in 2014, with only 10% having prior experience with such apps. This is understandable if we consider the fact that the most popular dating apps used nowadays were developed during this period. For instance, Tinder was launched in 2012, and Bumble in December 2014. These apps quickly gained popularity around the world and were also embraced by users in Romania. A gender-based analysis indicates that men started using dating apps (2017) more rapidly than women, who, on average, only started using them in 2018. Although the difference is not statistically significant, it nonetheless suggests a general trend: men tend to be quicker in embracing new digital dating behaviours.

Figure no. 8 Timeline of the first use of a dating app by our participants

The frequency of using dating apps (as shown in Figure no. 9) shows that the majority of participants who have used them in the past three months did so on a daily basis (18%). This suggests that not only Social Media 2.0 platforms like Facebook, Instagram, TikTok and YouTube have become a part of many people’s daily routine, but so have dating apps. Only a small percentage of participants (3%) accesses dating apps several times a day. Others use them weekly (11%) or once every few weeks (5%), highlighting that there isn’t a clear pattern showing us when these apps are most commonly used.

Figure no. 9 How often dating apps were accessed in the last three months

Significant differences become apparent when gender is taken into account. According to the available data (as shown in Figure no. 10), men exhibit a more active pattern of using dating apps. A significantly higher proportion of male participants use dating apps weekly (16%) and daily (29%), compared to women, who use them less frequently (weekly – 10% and daily – 13%). 

Figure no. 10 How often dating apps were accessed in the last three months according to gender

Another dimension of how dating apps are used involves the amount of time spent on them on an everyday basis. The data (as shown in Figure no. 11) shows that most participants – both men and women – spend less than 10 to 30 minutes each day on these apps. However, there are also smaller groups of participants who spend over two hours a day on these apps. Gender differences are quite noticeable here: 8% of women spend more than two hours a day on dating apps, while only 3% of men do the same.

This difference in the amount of time spent on dating apps might suggest that men generally use them more pragmatically, aiming to arrange face-to-face meetings as quickly as possible. In contrast, this data hints that women may prefer to spend more time engaging in conversations and/or thoroughly examining non-visual details about potential partners found on these apps.

Figure no. 11 Time spent on dating apps according to gender

In the context of this study, particular attention was given to understanding the behaviours exhibited by users once they engage with a dating apps. Data on this aspect were collected by requesting participants who completed the questionnaire to share their actions when using dating apps. The findings, as shown in Figure no. 12, indicate that the majority of users (46%) adopt a strategy of maximizing their chances of finding a match by contacting/liking a large number of potential partners. Another common approach involves users selectively “liking” a few profiles (2-5), after which they take a more passive stance (37% of participants reported using this method). A smaller proportion (14%) limits their activity to liking a single profile and then waits to be contacted. Lastly, a very small percent of users (3%) is categorized as passive. These individuals maintain their activity on dating platforms but choose not to actively engage by liking potential partners’ profiles, waiting instead to be contacted without initiating any interaction on the platform.

Figure no. 12 The behaviour exhibited on dating apps

Figure no. 13 illustrates the behavioural patterns and engagement strategies adopted by users on dating apps, according to participants’ gender. A notable finding is that a significantly higher proportion of women adopt a more conservative approach, specifically “liking” a single profile and then waiting to be contacted (17% of women compared to only 6% of men). The majority of women in this study (50%) pursue a strategy focused on maximizing exposure by “liking” a large number of potential partners’ profiles and subsequently waiting to be contacted based on those interactions (men take on a similar strategy, though at a lower rate of only 39%.)

Figure no. 13 The behaviour exhibited on dating apps according to gender

Reasons for Creating an account, Goals and the Utility of Dating Apps

What were users aiming to achieve when they created their profiles on dating apps? The questionnaire included an item specifically designed to capture the underlying reasons for entering the realm of dating apps. The multiple-choice question, as shown in Figure no. 14, indicates that the majority of participants selected the answer “To accurately reflect who I am /to show who I truly am” (82%), while fewer opted for “To present myself in a favorable light” (32%). A small number of participants (7%) reported that they were encouraged by friends or acquaintances to create a profile.

Figure no. 14 The reasons why users have created their profile on dating apps

Figure no. 15 shows the same data presented in Figure no. 14, but according to participants’ gender, and reveals that women exhibit a significantly greater concern for ensuring that the information shared on their profiles shows the truth about who they truly are – with 86% of women selecting this option. Men appear to prioritize presenting information in a manner that puts them “in a favorable light” (48%), even though this may entail including details that are not entirely accurate.

Figure no. 15 The reasons why users created their profiles on dating apps according to gender

Understanding the participants’ purpose on dating apps is also crucial. Figure no. 16 reveals that, in response to a multiple-choices question, the predominant reason for using dating apps among participants is “to find partners for a romantic relationship” (70%). Another significant reason is “out of curiosity” (indicated by 46% of participants). Additionally, there is a notable percent of participants using these apps for more pragmatic goals, such as “to find sexual partners” (33%). Long-term objectives are less common, with only 9% using the apps only “to find a future spouse.” Another substantial percent of participants uses dating apps as a tool for evaluating romantic compatibility, with 24% selecting the option “to see who I am compatible with.”

Figure no. 16 The reason behind using dating apps (multiple answers)

When analyzed by gender, the data indicates that men exhibit a significantly higher interest in using dating apps for facilitating sexual encounters. 50% of men selected the answer “to find sexual partners”, while only 27% of women chose the same response. In accordance to traditional gender roles that encourage women to adopt a more reserved behavior in life, female users reported using dating apps in order to find potential partners for romantic relationships more frequently than their male counterparts (73% vs. 65%). 

Figure no. 17 The reason behind using dating apps according to gender (multiple answers)

Another focal point of this study was the perceived effectiveness of dating apps among users. Figure no. 18 shows a balanced distribution of responses across the 5-point Likert scale, ranging from “Not at all effective” to “Extremely effective.” This reveals that the majority of participants do not consider these apps to be especially useful, with the predominant response indicating that their perceived effectiveness is neither particularly high nor particularly low (36%).

Figure no. 18 The perceived effectiveness of dating apps among users

Figure 19 below demonstrates that there are no significant differences between female and male participants. The prevailing sentiment among both groups is that dating apps are perceived as having a relatively modest effectiveness. Despite this, such perceptions do not seem to deter participants from using these digital tools.

Figure no. 19 The perceived effectiveness of dating apps among users according to gender

From Online Dating to Face-to-Face Encounters

What happens once users establish contact on a dating app? Do they proceed to interact outside the screen and meet the person face-to-face? Figure no. 20 reveals that a majority of users have met face-to-face with individuals after they have engaged in an online dialogue (69%). Considering that most interactions within Romanian society are between heterosexual individuals, it is understandable that there are minimal differences between female and male participants regarding the answers provided.

Figure no. 20 What happened after making contact with another person on the dating app (you most recent experience)

We previously observed that one-third of participants use dating apps with the intention of finding sexual partners (see Figure no.16). Building upon this observation, we were interested in understanding how conversations unfold within these platforms, specifically whether the interaction tends to acquire a more sexual dimension. The data obtained (as shown in Figure no. 21) indicates that such a dimension does exist, with nearly half of the participants reporting that conversations on dating apps frequently or always take on a sexual tone (a tendency notably observed by women).

Figure no. 21 The tendency to sexualize conversations on dating apps, according to each gender

We asked the participants who reported meeting face-to-face with the person they matched on the dating app about the outcomes of their meeting. Figure no. 22 indicates that for approximately 22% of participants “nothing happened”, meaning the meeting did not lead to a romantic relationship. Some stated that they formed a relationship after meeting in person  (21% of women and 13% of men), while 11% (both men and women) reported that they broke up. When these two categories are combined, we see that a significant proportion of individuals who met in person after the first contact was established, developed a relationship. For others, the encounter was purely sexual, resulting in a “one-night stand” (7% of women and 18% of men).

Figure no. 22 What happened after establishing the first contact on the dating app, according to each gender

Selection Criteria

What factors influence users to select potential partners on dating apps? To what extent does physical appearance, as conveyed through profile pictures, play a role compared to non-visual characteristics? To explore this, participants were asked to identify the key selection criteria underlying their preferences for potential partners on dating platforms. Figure no. 23 shows that physical appearance is the most commonly cited factor. A person’s appearance matters significantly more to women (55% vs. 31% for men), a finding that challenges conventional academic perspectives, which suggest that men prioritize physical attractiveness in women, while women are more focused on men’s socio-economic status. Geographical  

Figure no. 23 Gender-based criteria for selecting partners on dating apps (multiple answers)

Emotions: Shame, Fear, Safety

Similar to newspapers’ personals, digital dating is often viewed with skepticism by a significant percent of the population. In extreme instances, individuals who use these methods to find and interact with potential partners may encounter prejudice, stereotypes, and even stigmatization. This study aimed to better understand the emotional impact associated with the use of dating apps. To do so, one of the questions addressed to our participants in the study was “To what extent do you feel ashamed of using dating apps?”. Figure no. 24 shows that the majority of participants do not experience shame when using these platforms (47% of both men and women participating in the study answered “not at all”). The data suggests that the use of dating apps has become a common practice. As the number of people using them increases, dating apps have become seen as acceptable, leading users to feel no shame regarding their engagement with these social-connection tools.

Figure no. 24 The level of shame experienced as a consequence of using dating apps (according to each gender)

For the majority of participants, dating apps are perceived as a relatively secure experience. However, men report feeling safer than women. When asked to what extent they felt safe in their interactions with others, 51% of men indicated feeling “Very safe” or “Extremely safe”, whereas only 32% of women reported feeling the same. Alarmingly, only 3% of female participants selected the “Extremely safe” option (as shown in Figure no 25).

Figure no. 25 The sense of safety experienced from using dating apps (according to each gender)

A specific factor influencing the sense of security on dating apps is harassment. When participants were asked to evaluate the statement, “I have felt harassed” in the context of their interactions on dating apps, the answers suggested that such occurrences are relatively rare (as shown in Figure no. 26). Nonetheless, a gender disparity is pretty obvious: men experience harassment at a significantly lower rate compared to women.

Figure no. 26 Levels of harassment on dating apps (according to each gender)

Fear is another basic emotion associated with the possibility of meeting someone face-to face after first interacting with them on a dating app. Meeting someone whom you’ve only interacted with behind the screen can entail considerable risks. We asked our participants “To what extent were you afraid of meeting someone in person for the first time after interacting with them on a dating app?”.  Figure no. 27 shows that, in general, participants do not experience substantial fear. However, it reveals notable differences between female and male participants. While 56% of men reported feeling “Not at all afraid” to meet new partners (presumably women), only 21% of women answered the same. At the other end of the spectrum, just 2% of men reported feeling “Extremely afraid” and 3% feeling “Very afraid”, whereas for women these percentages are much higher (6% “Extremely afraid” and 17% “Very afraid”).

Figure no. 27 Fear associated with the possibility of meeting someone in person for the first (according to each gender)

In response to experiencing fear, participants in the study adopted various precautionary strategies when meeting with someone for the first time. Over half of the male participants stated that they did not take any safety measures (53%), whereas only 8% of the female participants reported the same, indicating once again that fear is experienced unevenly between men and women. The most common safety measures found among women were choosing a public place (85%) and informing a friend about their date (65%). The data also suggests that, in many cases, women resorted to both safety measures. 

Figure no. 28 Safety measures adopted when meeting with someone for the first time after interacting with them on a dating app (according to each gender/multiple answers)

An extreme safety measure is blocking a user. The data reveals that a significant majority of participants have used this blocking feature on dating apps at least once. Figure no. 29 shows that women use this measure more frequently than men (80% of female participants have blocked someone at least once, compared to only 65% of male participants who have done the same).

Figure no. 29 Blocking other users on dating apps (according to each gender)

As depicted in Figure no. 30, the predominant reason for blocking users was related to the nature of the conversation, with over 70% of participants indicating not feeling satisfied with the interaction (“I did not like the conversation”). Insecurity emerged as another significant factor, especially among women, with 53% choosing “I didn’t feel safe” as the main reason for blocking the other account. Men are more inclined to block users based on aesthetic preferences, with 32% choosing “I did not like her/him” as the main reason.

Figure no. 30 Reasons for blocking someone you met on a dating app (multiple answers)

Conclusions 

The digital revolution, propelled by the emergence of the internet, mobile devices (smartphones), and social media platforms, has fundamentally transformed the landscape of social communication practices within romantic interactions. Dating apps such as Tinder and Bumble have become highly popular tools among digitally literate people, particularly adolescents and young adults, for searching potential socio-sexual partners. This study, based on data gathered through an online questionnaire completed by a non-probability sample of 214 individuals who have used dating apps in the past, investigated the ways in which users engage with these apps, the motivations behind using them and their intended purposes. Additionally, the study explored the emotional dimensions of dating apps, examining the extent to which users experience emotions such as shame and fear, as well as the safety measures they take to protect themselves from potential risks. 

The results of this study can be summarized as follows: the majority of dating app users prefer Tinder, which is widely recognized as the global benchmark in digital dating. Socio-demographically, these users are not in committed relationships (“they are single”), live in urban areas, have an average age of 33 years, and hold advanced educational qualifications (typically bachelor’s and master’s degree).

Behavioral patterns identified in this study reveal that the majority of users – both women and men – maximize their visibility on dating apps. The predominant behavior involves liking a large number of profiles, expecting that the app’s algorithms will subsequently identify possible partners and facilitate contact. The results also indicate that women are more likely to engage in this strategy, while men usually prefer to like a smaller number of profiles (between 2 and 5).

Another significant distinction between female and male participants is the motivation behind creating a profile on dating apps. While the majority of women express a desire for their profile to reflect the truth about who they are, prioritizing the authenticity of the information presented on the profile, men are more inclined to present themselves in a more favorable light, which may involve including information on their profile that is not entirely accurate.

In terms of purpose, we observed significant differences between the two sexes: women predominantly seek to meet potential partners for a committed relationship, while men are more focused on finding sexual partners. Additionally, a small percentage of both men and women use dating apps with the purpose of finding a potential future spouse, indicating that these platforms can also function as a digital alternative to traditional matrimonial ads in print media.

Negative emotions are present within the virtual real of dating apps and women are the most frequently affected. The data reveals that a significant proportion of female users experience harassment on these apps, resulting in increased feelings of insecurity. This sense of insecurity is exacerbated when transitioning from online interactions to face-to-face meetings, especially when women arrange physical encounters with other male partners. To mitigate potential risks, many women implement a number of safety measures, such as choosing public locations for meeting the other person and informing a friend about where they’re going.

It is important to acknowledge the methodological limitations of this study: it is exploratory in nature and the results are derived from a non-probability sampling method that does not permit applying the results beyond the studied group. Nevertheless, these findings offer valuable insights and suggest several potential directions for future research in online dating, including a more in-depth examination of gender differences in the use of dating apps.

Works cited

Statista (2024a). Number of dating service users worldwide from 2018 to 2028, by segment(in millions), https://www.statista.com/forecasts/891146/eservices-dating-services-online-user-by-segment-worldwide.

Statista (2024b). User penetration rate for online dating services worldwide as of 2023, by country, https://www.statista.com/statistics/1358139/global-reach-online-dating-services-by-country/.

Statista (2024c). Most popular dating apps worldwide in 2023, by downloads(in millions). https://www.statista.com/statistics/1359417/most-downloaded-dating-apps-worldwide/.

Vogels, Emily A. și McClain, Collen (2023). Key findings about online dating in the U.S. Pew Research Center, https://www.pewresearch.org/short-reads/2023/02/02/key-findings-about-online-dating-in-the-u-s/.