Facebook Dating Isn’t Feeling the Love in the U.S. (Infographic)

Piplsay found that 57% of survey respondents hadn’t heard of it, while just 9% were using it

The profile creation process on Facebook Dating Facebook

Cupid’s arrow hasn’t quite found its mark when it comes to Facebook Dating, according to a recent survey by global opinion platform Piplsay.

Facebook Dating was introduced at the social network’s F8 developers’ conference in 2018, and it finally made its U.S. debut in September.

However, the feature has not proven to be a match made in heaven.

Piplsay polled 21,242 Americans, and it found that two-thirds were unaware of the existence of Facebook Dating.

57% had never heard of it, while 24% knew about it but weren’t using it, 10% didn’t know about it but were interested and just 9% were actually using it.

Respondents who knew about Facebook Dating weren’t exactly champing at the bit, as 60% said they were uninterested because there are so many other dating applications, while 22% said “not particularly, it’s like any other dating app” and just 18% found it to be better than other dating apps.

Among those actually using Facebook Dating, 51% said they didn’t really expect to find better dates, while 26% said they did and 23% didn’t know. Men (37%) were more optimistic than women (20%) when it came to finding better dates.

Piplsay found that 16% of millennials in its survey were using Facebook Dating, compared with just 12% of Generation Z.

Finally, trust is a key part of relationships, and the social network hasn’t earned it.

Piplsay found that 50% of respondents didn’t trust Facebook to keep their personal data safe on Facebook Dating, while 27% were unsure and just 23% trusted the social network.

Only 31% of men and 20% of women trust Facebook with their data and, by generations, 34% of millennials, 29% of Gen Zers, 23% of Generation X and 10% of baby boomers did so.

Facebook did not respond to a request for comment on Piplsay’s findings.

Piplsay

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
{"taxonomy":"","sortby":"","label":"","shouldShow":""}