How Popular Is Zodiac-Based Dating in 2024
Zodiac-based dating remains a common filter on major apps. According to a 2024 survey by Match Group, around 28% of users on its platforms said they check a potential match's zodiac sign before swiping, and 14% said they would not match with someone whose sign they consider incompatible Forbes. Google Trends data shows that searches for "zodiac dating" and "sign compatibility" have remained consistently high since early 2023, with spikes around Valentine's Day and new app launches Google Trends.
App analytics from Hinge and Bumble indicate that profiles mentioning zodiac signs receive, on average, 5% to 10% more initial likes than profiles without astrological labels, though long-term match rates do not differ significantly by sign mention Bumble Blog. The most-searched sign pairings on dating sites in 2024 include Virgo-Capricorn, Scorpio-Pisces, and Taurus-Cancer, according to internal data shared by Plenty of Fish.
Compatibility Patterns by Zodiac Sign
Earth and Water Sign Pairings
Statistical analysis of first-message response rates on dating platforms shows that Earth signs (Taurus, Virgo, Capricorn) and Water signs (Cancer, Scorpio, Pisces) tend to have slightly higher conversation continuation rates than Fire-Air pairings Forbes. In a 2024 dataset of 1.2 million first messages, Virgo and Capricorn profiles had response rates about 6% above the platform average, while Pisces and Cancer profiles were about 4% above average.
Compatibility ratings based on self-reported partner satisfaction from a 2024 YouGov poll found that 34% of respondents who identified as Earth or Water signs said their current partner shares their element or a compatible one, compared with 27% of Fire and Air sign respondents YouGov. The poll also noted that respondents who strongly believe in astrology are more likely to report higher initial relationship satisfaction, though this effect narrows after six months.
How Dating Apps Use Zodiac Data
Filtering and Matching Features
Major dating apps have added zodiac filters in response to user demand. In 2024, Bumble updated its profile fields to include an optional zodiac sign display, and Match Group's Plenty of Fish introduced a "cosmic compatibility" score that combines self-reported sign preferences with stated relationship goals Plenty of Fish. These features are part of a broader trend toward personality-based matching that also includes MBTI and attachment style filters.
From a business perspective, zodiac-based features help increase user engagement. According to Match Group's 2024 annual report, platforms that introduced astrological compatibility tools saw a 3% to 5% increase in daily active users among 18