KUALA LUMPUR, October 7 – In the digital age, love is just a swipe away. Dating behaviors have also changed post-pandemic, with dwindling “meet-cutes” and participants between the ages of 25 to 34 years old utilizing dating and matchmaking platforms. Within this evolving dating landscape, Muslim singles are increasingly harnessing the power of technology in their search for love, with close to 77.8% leveraging matchmaking platforms to search for potential spouses. Popular Muslim dating and matchmaking apps such as Muzz, Salams, and the Malaysian newcomer, BaitulJannah, are among the most commonly used.
This information stems from a groundbreaking research report entitled “Match to Marriage” by global creative agency TBWA Asia, through its Malaysia-based Muslim insights unit, Halal Wave. The report mined data from 158,586 social media conversations and 16 interviews conducted from 2021 to 2023 across five countries, including Malaysia, Indonesia, Singapore, Germany, and the United Kingdom. Hui Tsin, Yee, Chief Executive Officer of TBWA Group Malaysia, stated, “This report has been ideated and spearheaded by 65dB Kuala Lumpur, an audience intelligence arm under TBWA Malaysia, in collaboration with TBWA regional offices.
This concerted effort to gather data demonstrates our proactive stance in crafting strategies that resonate within this thriving and diverse demographic.” The report addresses Muslim dating and matchmaking, shedding light on the experiences of Muslims in their journey towards marriage and equipping businesses with essential data to better serve this influential and diverse audience. The report highlights that the quest for marriage among Muslims is not without its challenges:
- 62.3% are concerned about marriage regulations between different faiths and conversion to Islam as part of interfaith marriage.
- 20.6% cite a lack of guidance as the second-largest barrier.
- 3.9% cite language barriers.
- 3.0% have expressed fears of being scammed in online dating and matchmaking realms.
- 2.6% are worried about mismatched intentions with individuals who may have a different outlook, especially those serious about marriage.
The report identifies eight Areas of Marriage Readiness, including spirituality, character, family consent and blessings, communication, financial and security, health, future home, and the Nikkah/Wedding. Within the stage of marriage readiness, there are three distinct personas:
- Someday, InshaAllah: Individuals have an open timeline, seeking deeper understanding and practical knowledge for marriage.
- One Day, InshaAllah: Seekers are actively planning for their future, aiming for growth, stability, and a reliable family-building plan.
- Today, InshaAllah: Individuals are certain of their intention to marry, prioritizing blessings over extravagant spending.
With close to 1.9 billion global Muslim consumers worldwide, growth strategy research firm DinarStandard reported that this demographic spent USD$2 trillion in 2021, with a projected increase to USD$2.8 trillion by 2025. There is a strong demand for products and services that cater to the Islamic way of life.
“Undeniably, there is a growing need for businesses to empower and support marriage-minded Muslims throughout their journey towards matrimony. Faith-friendly offerings customized to different life stages will certainly do well in this day and age,” concluded Nazirah Ashari, Head of 65dB Kuala Lumpur, Strategy Director at Halal Wave, TBWA\Asia, and Research Author of the “Match to Marriage” report.
