New research highlights a growing disconnect between dating app users and the platforms they once relied on to find romantic partners. According to a dedicated dating app section in OFCOM’s recent post-2024 Online Nation Report, a number of apps have seen notable declines in either overall user count or the average time that users are active on the platform.
The core issue, the study suggests, lies in the nature of the algorithms powering modern dating apps. Unlike earlier platforms that used compatibility quizzes to match users based on shared values and interests, today’s apps prioritize engagement metrics such as swiping frequency and time spent on the platform. This shift has led to what experts describe as “vague, fleeting connections” rather than meaningful matches.
Users often cycle through four stages of disillusionment: initial boredom that drives them to the apps, followed by disappointment with user behaviour like ghosting and flaking, then growing suspicion of the algorithms themselves, and finally, communication fatigue. As Assistant Professor Anh Luong explains, “Users become increasingly sceptical of dating app algorithms, suspecting that their primary function is to encourage the purchase of certain features rather than to establish authentic connections.”
The research suggests that dating app fatigue is not just about interpersonal dynamics but also about a broader mistrust of opaque AI systems. Luong argues that transparency could help reverse this trend. By providing feedback on how algorithms interpret user behaviour, dating platforms could empower individuals to adjust their preferences more meaningfully—potentially reviving interest in online dating.
As users grow more discerning, the industry may need to return to more transparent matchmaking strategies.
