Online dating in Japan - statistics and facts

Online dating and matchmaking services play an increasingly important role in the dating lives of Japanese people. One important factor in this regard is the spread of smartphones during the 2010s, which has led to the emergence of various dating and matchmaking apps, such as Omiai, Pairs, Tapple, and With. Survey figures show that most of the leading apps are known by a majority of people in Japan. This includes Tinder, which has been active in the Japanese market since 2013. The domestic online dating and matchmaking service market was estimated at a size of 78.8 billion Japanese yen in 2023, which was slightly lower than in the previous year. The market, which had seen a strong growth during the COVID pandemic in 2020 and 2021, was expected to grow further from 2024 onward, albeit at a lower rate than before.

Consumer attitudes and behavior

Japan has a growing number of single-person households as well as a growing share of people who do not marry. While there are a variety of factors at play, some of the most common reasons why young singles are not proactive about their love life include a lack of time and the feeling that love life is bothersome. Online dating and matchmaking services address these factors by offering a more convenient and time-efficient way to find a partner. Survey data shows that about half of respondents are interested in using matchmaking apps, and often people are encouraged to use them because of acquaintances who are already using them. Personality and age are the most common criteria by which people choose a partner on matchmaking apps, although common interests and the way people present themselves online also play an important role.

Data security issues

As the use of online dating and matchmaking services has become more widespread, the need for implementing effective information security measures has become more apparent. In April 2021, the servers of the marriage-oriented matchmaking app Omiai were hacked, which resulted in personal information being stolen. This included photos of driver licenses and passports, which were used to verify users upon sign-up. About 1.71 million out of 6.8 million users were affected by this act. In general, ensuring the security of users has become an important way for services to distinguish themselves from their competitors. This includes making sure that there are no fake accounts and offering customer service in case of problems. The National Consumer Affairs Center of Japan usually counts several thousand consultations regarding dating websites each year, showing that there are certain recurring issues, such as financial frauds, that need to be addressed going forward.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Apr 22, 2024

Key insights

User expenditure on online dating and matchmaking services
78.8bn JPY
Leading dating app based on downloads
Tinder
Share of recently married people who met their spouse through dating apps
25%
Get more insights

Editor’s Picks Current statistics on this topic

User expenditure on online dating and marriage matchmaking services in Japan from 2019 to 2023 with a forecast until 2028 (in billion Japanese yen)

Online Dating

Market size of online dating and matchmaking services Japan in 2019-2028

Leading dating apps in Japan in 2023, based on downloads (in 1,000s)

Online Dating

Most popular dating apps in Japan 2023, based on downloads

Leading dating apps in Japan in 2023, based on app revenue (in million U.S. dollars)

Online Dating

Most popular dating apps in Japan 2023, based on app revenue

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Further reportsGet the best reports to understand your industry

Demographics of Japan
Demographics of Japan
Love and sex in Japan
Love and sex in Japan
Single culture in Japan
Single culture in Japan
App usage in Japan
App usage in Japan
Families in Japan
Families in Japan

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