From Digital to Real Life: Is the Dating App Era Slowing Down?
Gen Z is shifting the digital dating app to IRL
After a decade of dominating the dating scene, apps like Tinder and Bumble may finally be losing their spark. Fresh figures from May 2024 show a subtle but significant drop in usage: just 10% of UK online adults logged into a dating service, down from 11% the year before. Tinder, once the undisputed king of the swipe, lost 600,000 users in a year. Experts say younger generations, especially Gen Z, are turning away from the digital dating game in favour of more genuine, less pressurised ways to connect, sometimes even face-to-face. Is the golden age of online dating coming to an end?
The Numbers Behind the Drop
The trend is clear: the number of people using dating apps in the UK is shrinking. According to the latest data, 10% of UK online adults visited a dating service in May 2024, a slight dip from the 11% in May 2023. Even more telling is the decrease in daily users: only 3.8% of UK adults were logging in every day, down from last year. While these drops might seem small, they suggest a subtle shift in how people are engaging with online dating.
Among the apps, Tinder's decline stands out. Once the reigning champion of online dating, Tinder saw a significant loss of 600,000 users between May 2023 and May 2024. The app went from reaching 2.5 million users in 2023 to just 1.9 million in 2024—a drop of 5%. Despite this, Tinder remains the most popular service within Match Group's portfolio, which also includes Hinge, Plenty of Fish, and Match.com.
Match Group, the parent company of Tinder, is acknowledging these changes, with a renewed focus on appealing to Gen Z users. A report from January 2024 revealed that the company is working on creating an “in-app experience that resonates better with today’s younger users.” According to Match Group, Gen Z users are looking for "a lower pressure, more authentic way to find connections"—a shift that might signal the beginning of a broader evolution in how people approach online dating.
On the other hand, Bumble, owned by Bumble Inc., is also facing a slowdown, though less drastic than Tinder’s. The app reached 1.4 million UK users in May 2024, down from 1.7 million in 2023. Though the decline is smaller than Tinder’s, it still highlights a trend of declining engagement across the board in the online dating industry.
Alongside Bumble, Badoo, also owned by Bumble Inc., saw minimal usage, reaching only 1% of UK online adults in May 2024. This suggests that even among the major players, users are not flocking to these services as they once did.
Who’s behind this shift?
Perhaps the most significant factor contributing to the decline is the changing attitude of Gen Z. Once enthusiastic adopters of dating apps, younger users are now increasingly disillusioned with the swipe culture. Analysts speculate that Gen Z is growing tired of the superficiality of digital interactions and is opting for more authentic ways of meeting people. In fact, the novelty of dating apps seems to be wearing off for many young people, with some choosing in-person events or speed dating as alternatives to swiping left or right.
We live in a world that prioritizes appearance, where connections are filtered through curated profiles and surface-level prompts. But the truth is, we don’t know what the chemistry will be like—or if there will be any at all—until we meet someone in person. Perhaps that’s why Gen Z is starting to value more organic, unfiltered experiences. From personal experience, I’ve matched with dozens of people, but I’ve only met a couple face to face. I don’t know the official statistics, but if I had to guess, I'd say I’ve met less than one percent of my matches. That disconnect between digital connection and real-world interaction may be a big part of why the culture around dating apps is shifting.
As the 2024 data suggests, these shifts in user behaviour could be a sign of an evolving dating culture. Apps like Tinder and Bumble, which initially offered instant connections, may no longer meet the emotional needs of today’s younger demographic, who are increasingly searching for deeper, more genuine connections shifting to IRL (In real- life).
While online dating apps remain popular, the rise of real-life events like speed dating, singles meetups, and even matchmaking services indicate that many people are seeking a more authentic experience. As Tinder, Bumble, and other apps struggle to maintain engagement, industry analysts predict that dating will increasingly move away from the digital realm and into the physical world. For some users, meeting someone in person, without the barrier of an app interface, may offer a refreshing break from the transactional nature of online dating.
In response to these challenges, dating companies are not sitting idle. Match Group and Bumble Inc. are working on new features to cater to a more diverse audience and attract younger users back into the fold. Tinder, for example, is experimenting with new options that focus on higher-quality user experiences, particularly for women and Gen Z. These attempts to rebrand the dating experience may be just what the industry needs to reverse the downward trend.
Yet, the fact remains that many users are increasingly seeking alternative ways to meet people, whether through niche apps (like Scruff or Sniffiest) or more traditional, face-to-face interactions. The future of online dating may be less about swiping and more about fostering real-world connections.
The decline in UK online dating app usage may not spell the end of digital romance, but it marks a significant shift in how people connect. As younger generations turn their backs on the swipe culture, apps will need to adapt to stay relevant. Whether that means enhancing user experience or embracing in-person events, it’s clear that the way we date is evolving—back to something more real, more personal, and, perhaps, more meaningful.