Brits look for Valentines app-ily ever after


Mobile apps help bring internet dating in from the cold

Love is in the app as dating goes mobile, according to new data findings from provider of mobile analytics, Mobidia.

On average, Brits spend just over one hour a week on their respective dating apps looking for the love of their life, as mobile makes the search for a mate more accessible.

Dating site 'Plenty of Fish' users topped the charts with some 100 minutes of usage via its app in January this year. In addition to this 'eHarmony' users check their profiles and updates twice a day; 'Zoosk' users four times a day and 'Plenty of Fish' users a whopping 60 times a week.

January data from dating websites eHarmony, Plenty of Fish and Zoosk has thrown up some interesting findings around the somewhat new cultural phenomenon represented by dating apps, in particular with relation to British user habits in advance of Valentine's Day.

While eHarmony users may visit their app the fewest amounts of time per week, they in fact have the highest average time spent on an app at two minutes per visit, followed by Plenty of Fish users with 80 seconds per visit and Zoosk members clocking in at just over the minute mark per visit.

Chris Hill, vice president of marketing at Mobidia commented: 'In an increasingly busy and time sparse professional world, British men and women are spending considerable amounts of their money and time in the digital dating space, and this cultural phenomenon doesn't show any signs of disappearing anytime soon.

'What we can say for sure, is that without any doubt, a once discredited and much maligned form of making romantic connections is now as commonplace and accepted as the annual trip to the florist on Valentine's Day for red roses.'


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