QuackQuack, one of India’s leading dating apps, recently released data showing a significant increase in user engagement during the October festive season. The app recorded a 25% rise in chat activity and a 40% increase in local matches over the past two months. Surveying over 11,000 users aged 20-35 across urban and suburban India, the platform observed notable changes in how incoming traffic behaved.
Key findings highlighted a rise in lighthearted festive flirting, with over 41% of users aged 20-28 engaging more casually. Festive emojis and seasonal greetings are popular ice-breakers, with many noting these exchanges intensify as year-end approaches. Profile enhancements are also a trend: around 32% of users revamped their profiles with Diwali-inspired updates, including ethnic outfits, attracting increased interest and messages. The survey further indicated that 39% of male users over 30 initiated new conversations around Diwali greetings.
QuakckQuack has also reported that customs play a large part in matchmaking on the platform, with a notable percentage of users stating that they factored in both language/dialect and cultural identity as a core part of their matching process. This is both due to the cultural familiarity and the ease of introducing their new matches to their families, sidestepping any potential friction that could come from conflicting upbringings or traditions.
While these studies focus primarily on QuackQuack’s majority-Indian user base, that isn’t an insignificant amount of users. This focus on tradition, both in a cultural context and for festive events, isn’t just limited to QuackQuack, and is a major consideration for any apps operating in India.