--- title: "70% of Singles Avoid Dating Apps: A Relevance Crisis" description: "A Marquette poll reveals only 15% of singles use dating apps monthly. The industry faces a demand problem, not a supply issue." lang: en-GB json-ld: | [ [ { "@context": "https://schema.org", "@type": "NewsArticle", "headline": "Dating Apps Face a Relevance Crisis: 70% of Singles Aren't Interested", "description": "A Marquette poll reveals only 15% of singles use dating apps monthly. The industry faces a demand problem, not a supply issue.", "abstract": "A Marquette poll reveals only 15% of singles use dating apps monthly. 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[Home](/) 2. [News](/news) 3. [Data & Analytics](/news) 4. Dating Apps Face a Relevance Crisis: 70% of Singles Aren't Interested ![A single person looking at a dating app on a smartphone while sitting alone in a cafe.](https://images.pexels.com/photos/36765293/pexels-photo-36765293.jpeg?auto=compress&cs=tinysrgb&w=1200&h=220&fit=crop&fm=webp&q=50&dpr=1) A single person looking at a dating app on a smartphone while sitting alone in a cafe. [Data & Analytics](/news?category=data-analytics) # Dating Apps Face a Relevance Crisis: 70% of Singles Aren't Interested By [DII Data Team](/author/data-analytics)· July 8, 2026· 6 min read [](https://x.com/intent/post?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fmajority-us-adults-prefer-in-person&text=Dating%20Apps%20Face%20a%20Relevance%20Crisis%3A%2070%25%20of%20Singles%20Aren't%20Interested)[](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fmajority-us-adults-prefer-in-person)[](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fmajority-us-adults-prefer-in-person) A A ## Key Points - • A June Marquette Law School Poll of over 1,500 US adults revealed that 70 percent of single adults refuse to use dating applications entirely. - • Only 15 percent of single US adults use dating applications at least once monthly, whereas 27 percent of all adults date monthly without applications. - • Just 35 percent of adults born in the 2000s believe most people can be trusted, compared to 77 percent of adults born before 1960. - • Match Group disclosed 3.19 billion US dollars in 2024 revenue primarily from dating applications, despite facing an addressable market ceiling amongst non-users. The dating industry has spent the past decade obsessing over [swipe fatigue](/glossary/swipe-fatigue), match rates, and algorithm optimisation whilst ignoring a far more fundamental problem: half the adult population doesn't date at all, and 70% of singles won't touch an app with a bargepole. According to a Marquette Law School Poll of more than 1,500 US adults conducted in mid-June, the battle for market share looks increasingly like rearranging deck chairs when most people aren't on the ship. The figures are stark. Just 15% of single adults use dating apps at least once monthly, with another 13% checking in a few times yearly. Meanwhile, 27% of all adults go on dates at least monthly — nearly double the monthly app usage rate amongst singles. The maths tells an uncomfortable story: people are dating without apps more than they're using apps to date. ![Person using smartphone dating application](https://images.pexels.com/photos/14917591/pexels-photo-14917591.jpeg) Person using smartphone dating application The DII Take > The dating industry's product teams are solving the wrong problem. Conversion optimisation and retention mechanics matter little when seven in ten singles have already decided the entire category isn't for them. This isn't a UX challenge or a messaging problem — it's a structural crisis of relevance that no amount of AI matching or video profiles will fix. The uncomfortable question for operators: what if apps simply aren't fit for purpose for the majority of their addressable market? ### Create a free account Unlock unlimited access and get the weekly briefing delivered to your inbox. Register free No spam. No password. We'll send a one-time link to confirm your email. ## The generational trust collapse nobody's talking about Buried in the Marquette data is a demographic time bomb. Only 35% of adults born in the 2000s — Gen Z, the supposed digital native cohort — believe most people can be trusted, compared to 77% of those born before 1960. Dating apps scaled precisely as their core demographic became the least trusting generation in modern history. The timing couldn't be worse. Tinder launched in 2012 targeting millennials and Gen Z. Match Group (MTCH) and [Bumble](/news/bumble-allegedly-exploring-potential-sale) (BMBL) built their growth narratives around digital-first dating for younger cohorts. But they were selling stranger-matching technology to a generation that fundamentally doesn't trust strangers. It's a structural mismatch that no amount of verification badges or safety features can resolve. The poll found that higher levels of trust correlate with more frequent interactions with strangers, though the survey doesn't establish causation. What's clear is that the cohort most comfortable meeting strangers — pre-1960s births — are largely out of the dating market by age. The cohort that apps need most — under-40s — are the ones least inclined to trust the premise. ## The offline dating majority Perhaps most damaging for the industry's self-importance: people in their 30s report dating more frequently than those in their 20s, with most singles over 40 saying they don't date at all. This maps poorly onto app usage demographics, where [younger users dominate the online dating landscape](https://www.forbes.com/health/dating/dating-statistics/). The poll suggests 27% of all adults date at least monthly, whilst 24% date a few times yearly. That's 51% participating in dating to some degree — yet only 28% of singles touch apps even occasionally. ![Couple meeting for coffee date in casual setting](https://images.pexels.com/photos/36730587/pexels-photo-36730587.jpeg) Couple meeting for coffee date in casual setting Work remains the primary source of face-to-face interactions, according to the survey. More than half of adults spend social evenings with friends at least monthly. Nearly 60% start conversations with strangers at least once a month, and 80% greet strangers in passing. The paradox is glaring: people are still socially active and willing to engage strangers in most contexts. They just won't do it romantically, and they especially won't do it on apps. This points to a barrier specific to romantic connection rather than general social paralysis. Adults are talking to strangers at the gym, at work, in queues. They're just not converting those interactions into dates — and they're certainly not downloading an app to manufacture them. ## The phone problem that apps created The survey also found that 41% of respondents turn to their phones all or most of the time when around others, rather than engaging in conversation, with another 40% doing so sometimes. Dating apps didn't create smartphone addiction, but they've certainly professionalised the commodification of attention. Every operator knows their [DAU](/glossary/dau) and session length metrics. Few seem to grapple with whether their product contributes to the very social atomisation that makes offline dating harder. > The industry has positioned itself as the solution to modern dating's challenges whilst simultaneously training users to treat romantic prospects as infinite, swipeable, and replaceable. Then it wonders why trust levels crater and non-participation soars. For [Match Group](/news/model-derek-chadwick-goose-gay-app), which disclosed $3.19B in 2024 revenue almost entirely from dating apps, the non-user problem is existential. The company can't grow by converting more of its existing user base — [ARPU](/glossary/arpu) has limits. It needs to expand the addressable market. But if 70% of singles have already rejected the category, where's the growth? Bumble (BMBL) has tried to differentiate on safety and women-first design, yet still faces the same adoption ceiling. [Grindr](/news/grindr-stock-jump-new-product-confidence) (GRND) operates in a separate market dynamic, but even there, the question persists: how many men who have sex with men simply won't use apps, and why? ![Business professional analyzing market data on laptop](https://images.pexels.com/photos/1015568/pexels-photo-1015568.jpeg) Business professional analyzing market data on laptop ## What comes next The conventional operator response will be iterative: better onboarding, more verification, AI-powered matching, niche positioning. None of that addresses the core issue. If the problem is that half the population doesn't date and most singles won't use apps, the product isn't the answer. The premise is. Some operators will pivot to events, offline activations, or hybrid models — anything to reach the 70% who've opted out digitally. Others will double down on the 30% they have, squeezing more revenue from a static user base. Both strategies accept the same reality: the dating app as currently conceived has hit its ceiling, and the next phase of growth requires admitting that most people simply don't want what the industry is selling. The Marquette poll was conducted between 9-15 June and captures a snapshot, not a trend. But combined with stagnant user growth across major platforms and collapsing valuations for MTCH and BMBL over the past two years, it's hard to read this as anything other than confirmation of what operators already suspected. [Nearly half of U.S. adults say dating has gotten harder for most people](https://www.pewsocialtrends.org/wp-content/uploads/sites/3/2020/08/PSDT_08.20.20.dating-relationships.final_.pdf), and the industry has a demand problem, not a supply problem. Research confirms that [whilst about 30% of US adults have used a dating site or app](https://www.pewresearch.org/internet/2020/02/06/the-virtues-and-downsides-of-online-dating/), the non-participating majority represents a fundamental challenge no amount of product optimisation will fix. ## Key Takeaways - • Dating application operators such as Match Group and Bumble must pivot towards hybrid models and offline activations to reach non-users who refuse digital matching. - • Investors in digital dating platforms face growth ceilings if companies rely solely on increasing average revenue per user rather than expanding their addressable market. ## Frequently Asked Questions ### What percentage of single adults use dating apps? ### How much revenue did Match Group make in 2024? ### How do trust levels compare between Gen Z and older generations? Cite this article [Gen Z](/tag/gen-z)[Dating Apps](/tag/dating-apps) D [DII Data Team](/author/data-analytics) Data & Analytics Desk The DII Data Team maintains the publication's trackers, market data and analytical reference hubs for the online dating industry. [More articles by DII Data Team](/author/data-analytics) ### In this article - [The generational trust collapse nobody's talking about](#section-1-the-generational-trust-collapse-nobody-s-talking-about) - [The offline dating majority](#section-2-the-offline-dating-majority) - [The phone problem that apps created](#section-3-the-phone-problem-that-apps-created) - [What comes next](#section-4-what-comes-next) ### Mentioned in This Article Companies [![Grindr logo](https://img.logo.dev/grindr.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Grindr Dating Platform GRND $10.72 ▼-0.80% ](/companies/grindr)[![Match Group logo](https://img.logo.dev/mtch.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Match Group Dating Platform MTCH $31.42 ▼-1.20% ](/companies/match-group)[![Bumble logo](https://img.logo.dev/bumble.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Bumble Dating Platform BMBL $4.87 ▲+3.40% ](/companies/bumble) Products [![Bumble logo](https://img.logo.dev/name/Bumble?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Bumble ](/products/bumble)[![Tinder logo](https://img.logo.dev/tinder.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Tinder ](/products/tinder)[![Once logo](https://img.logo.dev/name/Once?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Once ](/products/once)[![Grindr logo](https://img.logo.dev/grindr.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Grindr ](/products/grindr-app)[![HER logo](https://img.logo.dev/weareher.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)HER ](/products/her-app) ## Trending in Dating Tech 1. 1 [![A person holding a smartphone displaying a dating app profile alongside a coffee cup on a wooden table.](https://images.pexels.com/photos/7339183/pexels-photo-7339183.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/hinge-expands-face-check-direct-date) [Hinge's Face Check and Direct to Date Are Admissions That the Core Experience Is Broken](/news/hinge-expands-face-check-direct-date) 2. 2 [![A frustrated woman looks at her smartphone screen while sitting alone at a wooden cafe table.](https://images.pexels.com/photos/7339183/pexels-photo-7339183.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/study-men-go-on-more-dates) [Dating Apps' Gender Imbalance: Women Withdraw as Men Persist](/news/study-men-go-on-more-dates) 3. 3 [![A smartphone displaying a modern dating app interface set against the backdrop of the Singapore city skyline.](https://images.pexels.com/photos/28539711/pexels-photo-28539711.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/chinese-dating-app-tantan-rebrands-singapore) [Tantan's 'Intentional Casual' Rebrand: A Strategic Exit from China's Grip?](/news/chinese-dating-app-tantan-rebrands-singapore) 4. 4 [![A smartphone displaying a blocked dating application interface beside a digital privacy icon.](https://images.pexels.com/photos/19209287/pexels-photo-19209287.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/turkey-blocks-lgbtq-dating-apps) [Turkey's LGBTQ+ App Ban: A Test for Global Dating Platforms](/news/turkey-blocks-lgbtq-dating-apps) 5. 5 [![A smartphone screen displaying a Hinge dating profile with a beating heart status badge next to the user name.](https://images.pexels.com/photos/36765306/pexels-photo-36765306.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/hinge-signals-feature-highlights-user-engagement) [Hinge's 'Signals' Badge: Engagement Fix or Just a Retention Play?](/news/hinge-signals-feature-highlights-user-engagement) ### Create a free account Unlimited access — delivered weekly. Register free No spam. No password. We'll send a one-time link to confirm your email. ## Comments Join the discussion Industry professionals share insights, challenge assumptions, and connect with peers. Sign in to add your voice. Sign in with Google or use email Your comment is reviewed before publishing. No spam, no self-promotion. [← Previous Article Match Group's $10M AI Spend: A Cost Center, Not a Headcount Saver ](/news/match-group-ai-employee-spending-budgets)[Financial & Investor](/news?category=financial-intelligence)[Next Article → Robocalls Are Killing Dating App Conversions. Here's the Fix. ](/news/dating-app-users-refuse-contact-info)[Technology & AI Lab](/news?category=technology-ai) ## More in Data & Analytics [View all →](/news?category=data-analytics) [ Data & Analytics ![A smartphone displaying a professional networking profile beside a modern dating application interface on a desk.](https://images.pexels.com/photos/5055203/pexels-photo-5055203.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### LinkedIn's Unintended Role: The Dating Industry's Trust Crisis Exposed One in five U.S. workers now uses LinkedIn to vet romantic prospects, with one in eight forming relationships that origi… Monday 13th July · 1 min read Read → ](/news/survey-finds-linkedin-used-for-dating)[ Data & Analytics ![A smartphone displaying a dating profile resting next to a camera during a photography workshop.](https://images.pexels.com/photos/13028581/pexels-photo-13028581.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Grindr's 'Authenticity' Survey vs. Thirst Trap Reality: A Data Dissonance 83% of UK Grindr users claim to prefer profile photos showing personality over heavily filtered gym selfies, according t… Monday 1st June · 1 min read Read → ](/news/grindr-survey-authentic-profile-photo-trend)[ Data & Analytics ![A smartphone displaying health and dating applications alongside a notebook on a wooden desk.](https://images.pexels.com/photos/6315143/pexels-photo-6315143.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### LGBTQ+ Users Treat Sex as Wellness. Dating Apps Are Missing the Cue. 35% of homosexual UK adults use sex for period pain relief, more than double the 16% of heterosexual respondents 40% of … Monday 1st June · 1 min read Read → ](/news/uk-lgbtq-singles-dating-self-care)[ Data & Analytics ![A person participating in a virtual video date on a laptop while holding a smartphone running a dating app.](https://images.pexels.com/photos/6414507/pexels-photo-6414507.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### 30% Would Marry Without Meeting: A Data Mirage or Market Shift? 30% of adults surveyed would consider marrying someone they've never met in person 60% of respondents believe virtual in… Monday 11th May · 1 min read Read → ](/news/rise-of-online-only-relationships-challenges) ![](https://images.pexels.com/photos/5055203/pexels-photo-5055203.jpeg) Up next: [LinkedIn's Unintended Role: The Dating Industry's Trust Crisis Exposed](/news/survey-finds-linkedin-used-for-dating) [](/news/survey-finds-linkedin-used-for-dating) ![Dating Industry Insights](/assets/dii-logo-footer-B-hNTbau.webp) B2B intelligence for the online dating industry. 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