It’s been dubbed the harbinger of a ‘dating apocalypse’, but almost 1 in 10 Australian singles aged 18-24 can now be found swiping left or right on Tinder, the latest app usage data from Roy Morgan Research shows.
Over five million Australians 14+ identify as single. Of them, an estimated 263,000 (5.1%) used ‘dating’ app Tinder on a mobile phone or tablet in an average four weeks in the six months to September 2015.
Young adults have been the quickest to take to the new ‘swipe culture’ of digital dating: 8.8% of single 18-24 year-olds used the Tinder app in the last four weeks, compared with 6.4% of singles 25-34.
Outside these age groups, Tinder usage is minimal: just 1.5% of singles aged 35+ and 1.6% of those 14-17 reported using the app in the last four weeks.
Proportion of single Australians who use Tinder:
Source: Roy Morgan Single Source, April – September 2015, sample n = 6,389 single Australians 14+.
Tim Martin, General Manager – Media, Roy Morgan Research, says:
“Much has been written about the new ‘swipe culture’ among Millennials after a date. Over 3 in 4 young Aussie adults aged 18-24 are single, and almost one in 10 of them could be found on Tinder in the last four weeks.
“How Tinder and other so-called hook-up tools influence, and reflect, modern romance is up for debate, but the app still has only a fraction of the users of other social media in Australia. Almost two million Australians 14+ use Snapchat, three million use Instagram, and a huge 7.8 million use Facebook’s app on mobile or tablet in an average four weeks.
“As these (and future) social media platforms continue to build audiences and develop new advertising capabilities, it will be increasingly important for brands and media agencies to know the real number of users across devices, and who they are.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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