Bots are killing romance

The reputation of a dating app can be severely harmed with the presence of bots on the platform.

Unbotify, an anti-bot solution developed by global analytics platform Adjust, has found that because bot actions are automatic, bots are active for longer periods of time and can cause considerable damage when interacting with many more users. Unbotify data shows that bots can interact with up to 4,000 profiles in one session.

“Fake accounts are generated automatically and on a large scale and are often used to distribute unwanted links to illegal or explicit websites and this can destroy the user experience in dating applications” commented Abril Bautista, Sales Director Latam in Adjust.

This was one of the most relevant insights from the “Dating Apps” study carried out by Adjust. The reputation of a dating app can be severely harmed with the presence of bots on the platform.

Dating apps are changing love

The way that we interact has changed in recent years, dating applications as well as meeting other people online, has ceased to be a taboo to become the most normal thing in the world. You do not necessarily have to be looking for the love of your life, maybe you just want to exchange messages or live the odd fun experience.

According to the most recent study by Adjust, “Dating Apps”, mobile marketers mention that more than 270 million adults around the world used dating apps in 2020, which is almost twice as many users as they used five years ago.

48% of people between 18 and 29 years old, better known as millennials, claim to have used an app or a website to meet other people for romantic purposes, this represents that the market continues to grow and reaches a projected value of USD $ 8.4 billion by 2024 globally.

Adjust mentions that during 2020, even during the pandemic and with social distancing measures, it could be seen that the facilities and sessions reached their highest levels during the weekend, with Saturday being the day of greatest movement for both facilities (7.73%) and use (3.94%).

For dating apps, the duration of the sessions reaches high levels from the first moments, which suggests that users download the app and immediately start looking for potential partners by spending approximately ten minutes in the application, but the initial excitement quickly subsides and the duration of the sessions begins to be reduced navigating six minutes on average at the end of the month.

There are also geographical differences in terms of the time invested in dating apps after thirty days of installation, for example Europeans spend much more time (6’77 “) while North American users spend 5’82” remaining in second place and Asians are only 5’34 “.

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