An increasing number of single adults are participating in in-person speed dating and social mixers as an alternative to mobile dating applications. Participants interviewed at a recent event in Guildford reported that these \"in-real-life\" (IRL) gatherings provide more immediate information about potential partners than the limited profiles found online. This trend coincides with a reported decline in the time users spend on digital dating platforms.
According to the online regulator Ofcom, 11% of adults use dating sites, but the average time spent on them has decreased from nearly four hours per month in 2023 to three hours last year. Event organizers, such as Lissy Cleminson of Love at First Sign, suggest that the rise in remote work since the COVID-19 pandemic has reduced natural social interactions in offices or during commutes, leading individuals to seek out structured social events to meet new people.
Attendees, including 28-year-old Olivia Miller-Davis and 40-year-old Candice Gallagher, noted that dating events often range from £15 to £30, which frequently includes a drink and a facilitated activity. Gallagher, who attended 10 events over 10 weeks, stated that these gatherings offer a better \"return on investment\" compared to apps, which she claimed can lead to \"chat graveyards\" with little actual conversation. Some users also expressed skepticism toward app algorithms; participant Edward suggested that apps are designed to retain users rather than help them find long-term partners.
The change in consumer behavior affects the business strategies of technology firms like Match Group, the parent company of Tinder and Hinge. While Match Group research involving 3,007 single people shows that 20% of respondents who had ever had a romantic relationship met their most recent partner on an app, the company is now introducing \"IRL experiences\" and \"double date modes\" to attract younger users. This indicates a move by the tech industry to integrate physical events into digital platforms.
What happens next: Dating apps are expected to continue rolling out features such as interactive music and astrology tools. While Ofcom data shows a decline in hours spent on apps, Match Group continues to host physical events across the U.S. and the U.K. to bridge the gap between digital swiping and physical meetings. Specific future event dates and deadlines for new app features were not reported.