Market Insights Digital eServices Dating Services

Online Dating - South Africa

South Africa

Revenue in the Online Dating market is projected to reach €11.27m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2028) of -1.80%, resulting in a projected market volume of €10.48m by 2028.
In the Online Dating market, the number of users is expected to amount to 6.7m users by 2028.
User penetration will be 8.0% in 2024 and is expected to hit 10.4% by 2028.
The average revenue per user (ARPU) is expected to amount to €2.27.
In global comparison, most revenue will be generated in the United States (€1,277.00m in 2024).
With a projected rate of 17.9%, the user penetration in the Online Dating market is highest in the United States.

Key regions: United States, China, Japan, Europe, Germany

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Analyst Opinion

Online dating has become increasingly popular in South Africa, with a growing number of individuals turning to digital platforms to find love and companionship. This trend can be attributed to a combination of customer preferences, local special circumstances, and underlying macroeconomic factors.

Customer preferences: One of the main reasons for the development of the online dating market in South Africa is the changing preferences of customers. In today's fast-paced world, people have less time to socialize and meet potential partners through traditional means. Online dating offers a convenient and efficient solution, allowing individuals to connect with others from the comfort of their own homes. Additionally, the ability to browse through a large pool of potential matches and filter based on specific criteria appeals to many South Africans who are looking for compatible partners.

Trends in the market: There are several notable trends in the online dating market in South Africa. Firstly, the rise of mobile dating apps has revolutionized the way people approach online dating. These apps provide users with a seamless and user-friendly experience, allowing them to easily connect with others on the go. This trend has led to an increase in the number of active users and has expanded the reach of online dating platforms. Another trend in the market is the growing popularity of niche dating sites and apps. South Africans are increasingly seeking platforms that cater to specific interests or demographics, such as religious beliefs, ethnic backgrounds, or hobbies. These niche platforms provide a more targeted approach to online dating, allowing individuals to find like-minded partners who share similar values and interests.

Local special circumstances: South Africa's unique cultural and social landscape also contributes to the development of the online dating market. The country is known for its diverse population, with people from different backgrounds and ethnicities coexisting. Online dating provides a platform for individuals to connect with others who may not be part of their immediate social circles, expanding their options and increasing the likelihood of finding a compatible partner. Furthermore, South Africa has a high rate of internet penetration, with a significant portion of the population having access to the internet. This widespread internet usage creates an ideal environment for the growth of online dating platforms, as individuals have the necessary infrastructure to engage in online interactions.

Underlying macroeconomic factors: The underlying macroeconomic factors in South Africa also play a role in the development of the online dating market. The country has experienced economic growth and an increase in disposable income, allowing individuals to allocate more resources towards leisure activities, including online dating. Additionally, the rise of the middle class has led to an expansion of the consumer base, creating a larger market for online dating platforms. In conclusion, the online dating market in South Africa is developing due to changing customer preferences, the emergence of new trends, local special circumstances, and underlying macroeconomic factors. As more South Africans embrace digital platforms to find love and companionship, the online dating market is expected to continue growing in the coming years.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.