Liftoff

Even though almost everyone these days uses dating apps, everyone uses them differently. Some people use them to find hookups, some to find long-term relationships, and some people just to find friends, even though that's a little weird. But is there a difference between how men use them vs. how women do?A new study done by the app marketing platform Liftoff found that although men install dating apps more frequently than women do, women are more likely to use all the features the app provides. Liftoff, which works with several of the most popular dating apps, gathered their data from ad campaigns they ran within each app, basing their results off of millions of app installs and how each user used the app after they downloaded it.According to the study, 52 percent of men will make an account upon learning about a new dating app, whereas only 40.70 percent of women do this.Also, 6 percent more women will pay for premium services within the app than men will.Because of these differences, app developers pay less when men install an app than when women do. App developers pay an average of $2.70 per installation when men install paid dating apps, in comparison to the $3.78 per installation when women install the same apps, according to Liftoff's data.Why do men and women use the same apps so differently?"it looks to us that men have a very strong interest in browsing but women have a stronger interest in finding a companion," said Dennis Mink, Liftoff's Vice President of Marketing.Mink said that in his perspective, "Men are just interested in checking out the ladies.""What our data says is that a much higher percentage of the men will create an account will go on [the app] to check out the women, but the higher percentage of women will spend money to really use all the services because they’re more interested in finding a guy," Mink said.Liftoff's data also found that more people, regardless of gender, will start paying for dating app services around Valentine's Day — no surprise there.