Love is in the air, and it's on the apps. As Valentine's Day approaches, dating apps see a surge in activity. People are swiping, messaging, and matching more than ever. Hinge, known for its "designed to be deleted" slogan, saw a 28% increase in likes and a 17% rise in matches and dates in the two weeks before Valentine's Day. Feb 4 was the busiest day for likes and messages, while Feb 13 saw a spike in voice notes. People are getting more personal as the holiday nears.

Tinder users are also on the move. On Valentine's Day, Tinder saw 3. 6 million more likes, 2. 8 million more messages, and a whopping 78 million extra swipes. About 69% of singles on Tinder are looking for something serious. But not everyone is seeking a one-on-one commitment. 14% of users identify with consensual non-monogamy, and 22% are open to exploring alternative relationship structures. During the peak dating season, from Jan. 1 to Feb. 14, Tinder users sent 2. 1 million more messages per day, and 486 Tinder bio-edits per minute.

Bumble users are also more active during this time. Nearly 72% of users globally are searching for long-term partners. Gen Z users, in particular, are refreshing their profiles with new photos and Interest Badges. About a quarter of U. S. respondents reported that they would go on a date on Valentine's Day, regardless of their relationship stage.

OKCupid, known for its data-driven approach to matchmaking, found that 84% of its users love coffee dates. They partnered with La Colombe to host singles happy hours for Valentine's Day. Historically, OkCupid sees a steady increase in user activity from early January through Valentine's Day. Last year, the platform recorded a rise in users expressing a readiness to settle down after the holiday.

On the other hand, the surge in activity on dating apps around Valentine's Day raises questions about the authenticity of these connections. Are people genuinely looking for love, or are they just caught up in the hype of the holiday? It's important to approach these interactions with a critical eye and not get swept away by the romantic whirlwind.

Love's Digital Dance: Valentine's Day on Dating Apps

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