What the usage data says
Tinder still leads in the UK. It logged about 921,000 active users in April 2024, easing to 908,000 by June. Weekly downloads sat near 22,000 to 26,000. Weekly revenue topped out near 760,000 dollars in early May. Bumble fell more within the same quarter. Active users moved from 710,000 to 652,000, with similar download levels of 23,000 to 27,000. Its best weekly revenue reached about 491,000 dollars. Hinge slipped from 698,000 to 669,000 active users. Grindr and Badoo were steady at about 399,000 and 500,000 active users. The pattern points to a busy market with flat or slightly lower active users per app. That looks like fatigue for some users, or a move across apps, or both.
London in focus
London has many active singles and many backgrounds. Nights out are expensive. The city also has the highest share of dating service firms in the country. In 2024, 438 dating service businesses operated across the UK, up 3.3 percent on the year. Forecasts for online dating spend show a 7.1 percent compound growth rate through 2035. Use is steady, but many are unhappy with the time and effort that matching takes.
From swipes to meeting in person
Statista’s 2024 dossier lists a top trend. People want tools that move them into real meetings in a smoother way. Many users say they are tired of endless matches that do not lead anywhere. Central London now hosts more mixed-format events. These include curated singles nights, hobby-based meetups, and small group sessions. These are framed as a faster path to a real meeting.
Relationship choices Londoners make now
App use stays high, yet many Londoners change how they date. You see situationships, no-habiting, age-gap pairs, poly setups, faith-led matches, and the modern-thinking sugar baby in London, alongside friends-first dating.
Frustration is common in polls. YouGov in 2024 reports 43 percent feel overwhelmed and 34 percent say self-esteem drops. That links to hybrid events, small group meets, and app features like audio prompts and interest filters that push real meetings. Many want fewer swipes and more time face-to-face, so the choice of format matters more than before.
The strain users report
London rates run a bit higher, with women and Gen Z most affected. A 28 year old Londoner told the Guardian in May 2024 that they deleted all apps for a month due to too much swiping for too little payoff. On the BBC in March 2024, psychotherapist Helen Fisher said the never-ending feel of online dating can raise anxiety. Many now try slower, more mindful dating.
Brief ties and living apart
Many report micro mances, with single date nano ships also noted. Hinge said 61 percent of London daters aged 20 to 35 had at least one in the past year. Living apart is also a choice. In a 2024 eHarmony poll, 38 percent of under-35s in London said they avoid moving in, citing independence and high rents. Authenticity and specific interests rank higher than looks or distance in user polls. Hinge added audio prompts and interest filters in early 2024. Seventy percent of its UK users said a shared passion or hobby is required for a first date.
Age and gender notes
Gen Z places less weight on long-term coupling. Many prefer flexible ties and seek matches linked to politics or lifestyle. Climate priorities, social causes, and mental health fit often sit high on lists. Role rules vary by group. Men are still more often expected to pay on the first date. In a 2024 YouGov poll, 41 percent of London singles aged 25 to 45 called that preferable. Gen Z is less supportive. On Bumble, women start the chat by design and do so more often than on other apps.
Money and new tools
London prices push daters toward lower cost plans. Coffee, park walks, or museum dates are common for first meets. Many dislike showy spending on early dates. Economic stress and urban loneliness keep app use high, but also push slow or local options. Breeze promotes a no-chat meet model. Speed dating has picked up in several boroughs. Large apps are testing artificial intelligence tools for matching and for screening bots and scammers. Reports of bot activity rose in 2024.
The London paradox
Use stays high, yet many feel less satisfied. Dr Jessica Carbino told The Times in February 2025 that swipe apps gave unmatched access, but people now ask for curation and fewer options with more meaning. A 31-year-old in Shoreditch put it simply. It is not destroyed. Many want to spend less time online, not more.
A measured answer
So is dating in the UK destroyed. No. London shows that users keep using apps while trying to protect time and mood. The market has many services and still grows on revenue measures. At the same time, user reports show fatigue, short ties, and more care with meeting in person. The next phase likely rewards products and events that reduce time spent on small talk and move people to a real meet within days. For daters, a simple plan helps. Limit swipes. Use interest filters. Pick a first meet that fits your budget and schedule. Keep the chat short and the plan simple.
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