App analytics company Flurry said that mobile dating apps now generate more use than dating websites, when just one year ago websites saw more than double the use of apps. According to the company, in June 2011 mobile dating apps generated 8.4 minutes of daily use, compared with 8.3 minutes for websites. In June 2010, the number was 3.7 minutes for apps, compared with 8.4 minutes for websites. The company said the figures echo its earlier finding that mobile app use has overtaken internet use.

According to Flurry, there has been a shift in how dating apps are used. Last year, these apps were opened twice daily for around two minutes each time. This has now changed to more than 5 launches per day, but for shorter periods of time – around 1.5 minutes per session.

The company said that mobile dating apps have a greater penetration among apps users than dating websites do among internet browsers. In June 2011, 17 percent of unique apps users accessed dating products, compared with 13 percent of internet browsers visiting dating websites. The company also said that “the number of people using dating apps is growing faster than the number using all apps,” meaning that “in short, dating is a growth category.”

The company suggested some reasons why dating apps may be proving popular. “The first reason, we believe, is that dating itself is inherently local and better served by mobile. Now, unplanned meetings of two nearby matches is more of a possibility. Secondly, it seems that mobile apps facilitate better engagement throughout the day. Today’s eDater need not be in front of her computer to view potential matches, or to receive or send messages.”