--- title: "Dating Apps: 40 Swipes Per Match | Dating Industry Insights" description: "Tawkify data reveals users swipe 40 times per match. With 61% wanting to quit, is the model sustainable?" lang: en-GB json-ld: | [ { "@context": "https://schema.org", "@type": "NewsArticle", "headline": "Dating Apps Need 40 Swipes Per Match. The Answer Is Already In the Data.", "description": "Tawkify data reveals users swipe 40 times per match. With 61% wanting to quit, is the model sustainable?", "abstract": "Tawkify data reveals users swipe 40 times per match. With 61% wanting to quit, is the model sustainable?", "image": [ "https://wljexrfnabxcmtcyztnv.supabase.co/storage/v1/render/image/public/media/posts/626009d4-7317-49f7-86ab-9e45eb960d89.jpg?width=1200&height=630&resize=cover&quality=80&format=origin" ], "datePublished": "2026-03-10T00:00:00+00:00", "dateModified": "2026-03-10T00:00:00+00:00", "inLanguage": "en-GB", "isAccessibleForFree": true, "wordCount": 1225, "articleSection": "Data & Analytics", "keywords": [ "Gen Z", "Matchmaking" ], "author": { "@type": "Person", "name": "DII Data Team", "url": "https://www.datingindustryinsights.com/author/data-analytics", "jobTitle": "Data & Analytics Desk", "description": "The DII Data Team maintains the publication's trackers, market data and analytical reference hubs for the online dating industry.", "knowsAbout": [ "Online dating industry", "Dating app business models", "Match Group", "Dating industry regulation" ], "sameAs": [], "worksFor": { "@type": "Organization", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/" } }, "publisher": { "@type": "Organization", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/", "logo": { "@type": "ImageObject", "url": "https://www.datingindustryinsights.com/images/am-rebrand-logo.jpg" }, "parentOrganization": { "@type": "Organization", "name": "High Intent Media Inc", "url": "https://www.highintentmediagroup.com" } }, "mainEntityOfPage": { "@type": "WebPage", "@id": "https://www.datingindustryinsights.com/news/tawkify-survey-reveals-hidden-costs" }, "isPartOf": { "@type": "WebSite", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/" }, "speakable": { "@type": "SpeakableSpecification", "cssSelector": [ "article h1", "article .article-body > p:first-of-type" ] }, "alternativeHeadline": "Matchmaking service Tawkify surveyed 1,000 American singles and found dating app users average 40 swipes per match and 400 swipes per first date.", "mainEntity": { "@type": "ItemList", "name": "Key points", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Matchmaking service Tawkify surveyed 1,000 American singles and found dating app users average 40 swipes per match and 400 swipes per first date." }, { "@type": "ListItem", "position": 2, "name": "Active dating app users dedicate nearly 15 hours per week to dating activities, whilst 61% report that the time investment makes them want to quit." }, { "@type": "ListItem", "position": 3, "name": "Gen Z users achieve better match efficiency at 25 swipes per match, yet remain the cohort most likely to take breaks due to dating app fatigue." }, { "@type": "ListItem", "position": 4, "name": "Match Group increased average revenue per payer by 9% year-over-year in Q3 2024 to $19.19, despite paying user counts stagnating across its platforms." } ] }, "backstory": "Dating app operators must pivot from high-volume swiping metrics toward outcome-oriented matching models to prevent accelerating churn among fatigue-prone Gen Z users. Monetisation strategies currently rely on extracting higher revenue from a shrinking base of committed users, exposing platforms to disruption from premium curated alternatives.", "about": { "@type": "Organization", "name": "Tawkify", "url": "https://tawkify.com" }, "mentions": [ { "@type": "Organization", "name": "Tawkify", "url": "https://tawkify.com" }, { "@type": "Organization", "name": "Grindr", "url": "https://grindr.com" }, { "@type": "Organization", "name": "Seeking", "url": "https://www.seeking.com" }, { "@type": "Organization", "name": "Match Group", "url": "https://mtch.com" }, { "@type": "Organization", "name": "Bumble", "url": "https://bumble.com" }, { "@type": "Person", "name": "Lidiane Jones", "url": "https://www.datingindustryinsights.com/people/lidiane-jones" } ], "citation": [ { "@type": "WebPage", "name": "15-hour weekly commitment with a 73% first-date failure rate", "url": "https://tawkify.com/blog/dating/hidden-cost-of-swiping", "publisher": { "@type": "Organization", "name": "tawkify.com" } } ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://www.datingindustryinsights.com/" }, { "@type": "ListItem", "position": 2, "name": "News", "item": "https://www.datingindustryinsights.com/news" }, { "@type": "ListItem", "position": 3, "name": "Data & Analytics", "item": "https://www.datingindustryinsights.com/news" }, { "@type": "ListItem", "position": 4, "name": "Dating Apps Need 40 Swipes Per Match. The Answer Is Already In the Data." } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "How many swipes does it take to get a match on dating apps?", "acceptedAnswer": { "@type": "Answer", "text": "According to a survey by Tawkify, dating app users average 40 swipes to secure a single match, whereas Gen Z users average 25 swipes per match." } }, { "@type": "Question", "name": "How much time do active users spend on dating apps per week?", "acceptedAnswer": { "@type": "Answer", "text": "Active dating app users spend nearly 15 hours per week on app activities, including nearly ten hours spent messaging potential matches and preparing for dates." } }, { "@type": "Question", "name": "What percentage of first dates from dating apps lead to a second date?", "acceptedAnswer": { "@type": "Answer", "text": "Tawkify research indicates that only 27% of first dates secured through dating apps lead to second dates, while 45% of scheduled dates are cancelled last-minute." } } ] } ] --- [![Dating Industry Insights](/assets/dii-logo-footer-B-hNTbau.webp)](/)[A High Intent Media Brand](https://www.highintentmediagroup.com) [About](/about) [Companies](/companies "Dating App Companies") [Products](/directory "Dating Products & Features") [People](/people "Industry People & Executives") [News](/news "Dating Industry News") [Reports](/reports "Market Reports & Data") [Resources](/resources "Industry Resources") Log InRegister Free Trending [ATEAM's Wellness Pitch: Scarcity or Strategy?](/news/ateam-launches-dating-app-wellness) | [Coffee Meets Bagel's Australian Bet: Can 'Anti-Swipe' Strategy Win?](/news/coffee-meets-bagel-australia-intentional-dating) | [Australia's 'Feed Choice' Law: A Looming Challenge for Dating Apps](/news/australia-algorithm-opt-out-rules-plan) | [Meetmarket's Crowdfunding Success: A Privacy Bet Grindr Can't Ignore](/news/privacy-concerns-community-gay-dating-apps) | [Midlife Women Claim Sexual Agency: A Missed Market for Dating Apps](/news/ashley-madison-women-sexuality-aging-study) ![Dating Industry Insights](/assets/dii-logo-footer-B-hNTbau.webp) B2B intelligence for the online dating industry. Part of [High Intent Media Inc](https://www.highintentmediagroup.com) [in](https://www.linkedin.com/company/dating-industry-insights)[](/rss.xml) ### Explore - [News](/news) - [Companies](/companies) - [People](/people) - [Products](/directory) - [Resources](/resources) - [Data & Intelligence](/data) - [Regulation](/regulation) - [Glossary](/glossary) ### Contact - [About](/about) - [Editorial Standards](/about/editorial-standards) - [Corrections](/about/corrections) - [Ownership & Funding](/about/ownership-funding) - [Editorial Contact](/contact?subject=Editorial+Inquiry) - [Advertising & Partnerships](/contact?subject=Advertising+%26+Sponsorship) - [Press](/press) - [Submit a Listing](/contact?subject=Directory+Listing+Request) - [Sitemap](/sitemap.xml) © 2026 Dating Industry Insights. All rights reserved. 500 Paterson Plank Rd STE 31016, Union City, New Jersey, 07087, USA [Contact Us](/contact) · [Privacy Policy](/privacy) · [Terms of Use](/terms) · [Cookie Policy](/cookie-policy)