Over 6 million internet users on dating sites. Nearly two men to one woman
This is how a group of Polish Internet users using dating services presented itself in January 2023, according to the Mediapanel study. PBI and Gemius analysts checked which of the popular websites enjoyed greater interest among users and how this interest was shaped depending on the gender and age of recipients.
In January 2023, dating services (websites and applications) were used by 6.1 million users, who spent an average of 1 hour 28 minutes there. There were almost two men users (3.9 million in total) for every woman user (2.2 million in total) of dating services.
The group of the youngest Internet users was not very interested in online dating. People aged 15-20 are underrepresented on dating sites and apps, as shown by the Affinity Index values significantly below 100. Interest in online dating was higher among people between 20 and 50, but there are large gender differences here . Women in all age groups were much less interested in dating services - in their case, the Affinity Index values did not exceed 100. Women aged 21-35 spent the most time on these websites, and women aged 36-50 spent the least time.
In the case of men, the interest in dating sites is much higher. Most often, men between 20 and 50 years of age used dating services. Men aged 51-75 visited dating sites less often, but their interest was still high - the Affinity Index still exceeded 100. In turn, the 36-50 age group spent the most time on dating services
The preferences of both sexes also differed when it comes to the three most popular dating apps and websites. The top 3 services visited by men in January are Onet Sympatia, Erodate.pl and the Tinder application. In the case of women, Onet Sympatia also came first, followed by Tinder and Badoo.
In the case of men of different ages, there were visible differences in the preference for specific types of services. Men in the 21-30 age group were more likely to use dating apps, while those in the 51-75 age group used websites (even if the service was also available as an application - the case of Badoo). Such a difference is not visible in the case of an analogous group of Internet users - women from the 51-75 age group are still more likely to use the Badoo application than the Badoo website.
About Mediapanel Research
Mediapanel is the first cross-media study in Poland based on a single source. The study combines site-centric measurement (measurement scripts at the site and application level) and user-centric measurement (panelists' behavior). In the production of data, we use proprietary, internationally recognized methodologies and algorithms. The Mediapanel study provides a complete and reliable picture of the Polish online market. It offers the possibility of analyzing and comparing the viewership of websites, applications and streaming materials on various types of devices, optimization of advertising budgets, comparison of traffic on desktops and laptops at home (PC-home) and at work (PC-work), as well as determining the position of the entity and its competition.
You can read more about the Mediapanel here.
For countries other than Poland, click here and read more about gemiusAudience Research.
Type of Contentreport
IndustryEntertainment, Media, Technology