Y&R's BAV Group Discovers Best Love App for Singles on Valentine's Day
Using a global database of consumer insights, the company discovered which sites and apps are attracting more singles than others and why
With Valentine’s Day one week away, Y&R’s BrandAsset Valuator (BAV) is examining love online. BAV, a global database of consumer perceptions of brands, has captured data and insights from more than 1.5 million consumers across 56,000 brands.
The online dating industry generates nearly $3 billion and 15% of American adults have used online dating sites or mobile dating apps. BAV set out to discover which brands singles favour and how they perceive them.
Among the findings, Match and eHarmony lead the pack in usage among singles and are the most recommended. eHarmony stands out with singles rating it more favorable in multiple attributes compared to Match. Bumble also stands out as the more approachable brand perceived as kind and trustworthy while Tinder is seen as visionary and innovative.