EMARKETER - Sep 12 - Facebook Dating launched in the US last week. Though the dating app space is crowded, Facebook has an opportunity to set itself apart by simplifying setting up a profile. Jonathan Kay, founder of app analytics platform Apptopia, explains that Facebook Dating can solve this huge barrier to entry by making dating a 'ne-click' experience. ~65% of people who download dating apps like Tinder or Bumble delete the app on the same day they download it or never end up using it, according to August 2019 data from Apptopia. But Facebook's seamless experience could come at a cost for users. It will be able to gather even more user information that is likely more timely, relevant and intimate. If Facebook can curate user experiences in a meaningful way, it'll likely attract at least a portion of the 29% of smartphone users who will use a dating app this year. Up 5.3% YOY, dating app users will eclipse 25M in 2019, and is expected to increase to 28M by 2022.