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
. This includes Tinder, which has been active in the Japanese market since 2013. The
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.
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