What the usage data says
Tinder continues to dominate the UK dating app scene. In April 2024, it had around 921,000 active users, slipping slightly to 908,000 by June. Weekly downloads averaged between 22,000 and 26,000, while peak weekly revenue touched nearly 760,000 USD in early May.
Bumble showed a steeper decline during the same period, with active users dropping from 710,000 to 652,000. Its weekly downloads stayed steady between 23,000 and 27,000, and revenue peaked at around 491,000 USD.
Hinge also dipped slightly, from 698,000 to 669,000 active users. Grindr and Badoo remained more stable at about 399,000 and 500,000 users, respectively. Overall, the numbers highlight a competitive market with steady usage but slight drops in engagement—suggesting fatigue among some users or shifts between apps.
London in focus
London remains one of the busiest dating hubs in the UK, with a large and diverse singles population. However, the cost of living and expensive nights out shape the dating experience. The city also hosts the highest concentration of dating service companies in the UK.
By 2024, there were 438 dating service businesses across the country—up 3.3% compared to the previous year. Projections suggest UK online dating spend will grow at a 7.1% compound annual rate through 2035. While usage remains high, many users express frustration with the time and effort required to find meaningful matches.
From swipes to meeting in person
According to Statista’s 2024 dossier, one of the strongest emerging trends is the demand for apps that make real-life meetings easier. Many users say they’re tired of endless swiping and superficial matches that lead nowhere.
In response, Central London now offers more “mixed-format” dating experiences—curated singles nights, hobby-based meetups, and small group events. These formats are marketed as quicker, more authentic paths to in-person connections.
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 remains common in surveys. A 2024 YouGov study found that 43% of users feel overwhelmed, and 34% report lowered self-esteem due to app dating. This explains the rise of smaller group events, hybrid social formats, and new app features like audio prompts and interest-based filters—all aimed at encouraging face-to-face meetings.
The strain users report
Dating stress seems stronger in London compared to the national average, with women and Gen Z most affected. A 28-year-old Londoner told The Guardian in May 2024 that they deleted all dating apps for a month because of “too much swiping with too little payoff.”
Psychotherapist Helen Fisher noted on the BBC in March 2024 that the “never-ending” nature of online dating can increase anxiety. As a result, many singles are turning toward slower, more mindful approaches to dating.
Brief ties and living apart
Short-term relationships and “micro-romances” are increasingly reported, including one-date “nano-ships.” Hinge revealed that 61% of London daters aged 20–35 had at least one brief relationship in the past year.
Living separately is also trending. A 2024 eHarmony poll showed that 38% of Londoners under 35 avoid cohabitation—citing independence and high rental costs. Polls show that authenticity and shared interests now rank higher than physical attraction or distance when choosing matches.
Hinge’s 2024 updates, including audio prompts and hobby filters, responded to this trend. In fact, 70% of its UK users said that a shared interest is essential before agreeing to a first date.
Age and gender notes
Gen Z places less emphasis on long-term commitments, often favoring flexible arrangements and value-driven matches. Climate change, politics, mental health, and social causes often top their priority lists when choosing partners.
Traditional roles still appear in parts of the dating scene. A 2024 YouGov poll found that 41% of London singles aged 25–45 still prefer men to pay on the first date, though Gen Z is less likely to support this expectation. On Bumble, women take the initiative by design, messaging first far more than on other platforms.
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
Despite high usage, satisfaction levels remain low. Dr. Jessica Carbino told The Times in February 2025 that swipe apps initially provided unmatched access, but now users are asking for more curated, meaningful matches with fewer—but higher-quality—options.
As one 31-year-old Shoreditch resident put it: “Dating isn’t destroyed. We just want to spend less time online, not more.”
A measured answer
So, is dating in the UK destroyed? Clearly not. The data from London shows that dating apps are still widely used and the industry continues to grow financially. However, user feedback highlights fatigue, shorter connections, and a stronger push toward offline interactions.
Looking ahead, platforms and events that prioritize quality over quantity—by reducing small talk and moving users to in-person meetings faster—are likely to succeed.
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