#Japan #Tokyo #Tinder #Pairs #WAKUWAKU Communications

Insights on Dating and Marriage Matching Services in Japan

Nielsen Digital, a company that specializes in viewership analysis, has recently released its Monthly Total report concerning the usage of dating and marriage matching services in Japan. According to the report from April 2025, WAKUWAKU Communications emerged as the most utilized service with 1.45 million users, closely followed by Tinder with 1.43 million and pairs with 1.27 million. Additionally, WAKUWAKU Communications led in average monthly usage frequency with 285 interactions per month, while pairs had 124, and Tinder trailed with just 52.

Comprehensive User Insights by Age Group

When dissecting the total target Gross Rating Points (GRP) of the top three services based on age demographics, the range of 18-34 years old exhibited the highest GRP at 1,508%. The next age group, 35-49 years, registered a notably lower GRP of 449%. These statistics highlight the significant engagement of younger users within this sector, emphasizing the prevalence of dating and marriage matching services as a means to establish romantic relationships.

Among the younger demographic, Tinder attracted the largest monthly user count of 860,000, followed by pairs with 730,000 users. Interestingly, while WAKUWAKU Communications had the highest overall engagement with 325 average uses per month among the 18-34 age group, pairs also maintained a respectable average of 112.

Trends in Young Users’ Preferences

The report underscores a growing trend among young adults who increasingly utilize dating and marriage matching services to find partners. The data reveals a competitive landscape among these services, with user numbers demonstrating only slight differences, indicating fierce rivalry. As such, for companies operating in this sector, it becomes crucial to stay informed of the latest user behavior to optimize their offerings and capture a larger audience.

This includes curating content that resonates with the target demographic, enhancing features based on user feedback, and developing targeted promotional strategies. The landscape of dating applications is evolving, and service providers need to adapt swiftly to remain relevant in an increasingly competitive market.

Methodology and Insights Through Nielsen Digital Ratings

Nielsen Digital Content Ratings offer extensive views into audience engagement across digital platforms, including PCs, mobile devices, tablets, and connected TVs (CTV). This service equips publishers with essential insights into their digital media consumption trends, fostering transparency in advertising sales and enabling the creation of competitive advertising strategies. Advertisers can leverage this information for more effective budget allocation in their campaigns.

Daily data updates are typically made available on the online interface, allowing client companies to access real-time digital media usage insights swiftly. For more on these services, additional details can be found on the Nielsen Digital website.

Company Overview

Nielsen Digital Co., Ltd. is based in Minato-ku, Tokyo, and operates as the Japanese arm of Nielsen Global Media, specializing in audience analysis and advertising insights. Established in May 1999, the company is recognized for providing invaluable support through data-driven insights that assist clients in making critical business decisions. The services offered are highly regarded by advertisers, media operators, and e-commerce enterprises alike, making Nielsen Digital a leader in the field.

For more insights, visit Nielsen Official Site.

In conclusion, as the digital health of the dating and marriage matching services industry continues to flourish, understanding user trends, especially among young adults, will be paramount for continued success.