Report: Cost per install averages $2.65 for dating apps

Cost-per-install (CPI) for dating apps averaged $2.65 across all regions, according to a new report published today by Liftoff + Vungle. At $2.06, it’s almost 2x cheaper to acquire users for dating apps on Android, while the cost per install is $3.70 on iOS.

Although iOS users cost more to acquire, they are 2 times more likely to make a purchase than Android users. 

The cost for Registration is roughly the same for both iOS ($5.26) and Android ($5.29). iOS users are more likely to sign up. Android users also cost more per purchase ($52.17 vs. $47.19).

Across EMEA, NAR, and APAC, European users cost the least per install with $2.02, but the most per purchase ($116.51). US users purchase at higher rates (2.17%) and lower costs ($35.93). 

Dating apps continue to grow with the increase in consumer spending all over the world last year. Worldwide consumer spend on dating apps surged past $4 billion in 2021, up 95% from 2018. 
Global dating app downloads also increased by 13% in the first half of 2021 compared to the last quarter of 2020. Sessions per user, session lengths, and retention rates of dating apps were also high in 2021.

Written by Maya Robertson


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