Turns out, Valentine’s Day is not just about couples, hearts and chocolates – it’s about swiping left and right with your dating app to see who's out there. Singles are optimistic about love on this particular holiday - and are saying yes more often to potential dates.

According to popular dating app Tinder, activity from users on Valentine’s Day this year surpassed any day since its launch back in 2012 – that is, the total number of swipes, messages, and matches were at the highest count in the app’s history.

The increased activity in advance of Valentine’s Day began on February 6, leading up to the all-time high on V-Day itself. Overall usage ticked up 7 percent week-over-week from the last couple of years, resulting in a 15 percent increase over the company’s long-term trends. Message activity was up 5.2 percent week-over-week, and matches were up by 6 percent.

Vanity Fair reported that the company found a 60 percent increase in matches per user who logged in to the app on Valentine’s Day from the previous Saturday. Unfortunately, the love didn’t last – user activity was back to normal by Sunday February 15th. It seems the pressure of romance’s biggest day contributed to the app’s popularity, but fizzled out just as quickly. It is also interesting to note that more men were on the app than women on Valentine’s Day, perhaps a reflection of Match.com’s latest “Singles in America” study, where they found that men were much more likely to believe in love at first sight than women.

Critics have been quick to point out that Tinder users are primarily looking for last-minute hook-ups, which might explain the Valentine’s Day craze. The company’s founder Sean Rad however, disagrees – noting that people go to bars and clubs all the time looking for potential for hook-ups. So why choose Tinder? According to Rad, Tinder is helping people overcome the challenge of approaching a stranger to say “hi” because the app makes it less intimidating, and the sting of rejection isn’t quite so high.

“People don’t realize this, but we’re an order of magnitude bigger than any other dating app,” Rad told Vanity Fair. “You really have to ask yourself, if that’s the critique of Tinder, are you critiquing Tinder, or are you critiquing society?”

Tinder is rolling out its new premium service Tinder Plus in the U.S. in March, which will allow paying members to go back and rekindle things with someone they initially rejected, and let users browse through profiles of people in other cities. The new service has already rolled out in the U.K.

For those who have been following the trajectory of the phenomenal success of dating app Tinder, for the founders of the app, it wasn’t such a successful match.

Whitney Wolfe was one of the founders of Tinder along with Justin Mateen and Sean Rad, who were the face of the company  as it launched to great success. Then Wolfe and Mateen became romantically involved and when that ended, so did their professional relationship – through reports of abusive behavior and a lawsuit that ended in a $1 million settlement for Wolfe.

The young entrepreneur wants to put all that behind her however. In a recent interview with Business Insider Australia, she addressed the lawsuit, her critics, and the launch of her new dating app Bumble.

Wolfe claims she has moved on, but her history with Tinder is still a bit convoluted. According to Wolfe, she came up with the name and first shepherded the dating app herself by reaching out to students on college campuses, urging them to try it. However, Mateen and Rad have stated that Mateen was the one who brought Tinder to potential users, mainly through the fraternities and his contacts with large social networks at college campuses.

The fight between Mateen and Wolfe got nasty, with text messages back and forth that were exposed in the media. From an outsider’s perspective, neither one of them looked innocent, but in the end, it was a case of he said she said.

Wolfe took her experience at Tinder and decided to try her hand in launching her own female-friendly dating app called Bumble. Although it has the same user-friendly photo-based structure and ease of Tinder, Bumble encourages women to make the first move by giving them 24 hours to reach out to a match before he disappears. (The guys have to sit back and wait for the women to message them.)

Other female-friendly dating apps have come before Bumble with their own spin – like LuLu, which allows women to rate their dates and discuss them with other women on the app. There’s also JessMeetKen, which allows women to promote one of their single guy friends to other women on the site, in order to give them a little endorsement for potential dates. But Bumble is showing promise too, with Wolfe reaching out to college students and encouraging them to give it a try.

“We’re definitely not trying to be sexist, that’s not the goal,” Wolfe told Business Insider. “I know guys get sick of making the first move all the time. Why does a girl feel like she should sit and wait around? Why is there this standard that, as a woman, you can get your dream job but you can’t talk to a guy first? Let’s make dating feel more modern.”

According to Wolfe, 60% of matches on Bumble turn into conversations, and in a little over a month since the launch, there have been more than 100,000 downloads. 

It was only a matter of time before a Denver-based app developer would take advantage of the city’s new legalized pot industry. High There! - a new dating app specifically for weed lovers, launched this month for Android and will be debuting in the iTunes store soon. In addition to the mile-high city, the app is also available in 23 states that have legalized medical marijuana laws.

High There has been described as “the Tinder of pot smoking,” although instead of matching according to proximity and age preferences, the app asks for your weed preferences, such as vaping or smoking, and what your energy level is when you are imbibing – “low energy couch potato or high energy explorer,” according to a report on Mashable.

The design of the app is similar to Tinder, with photos as the main feature and the ability to accept or reject a match by swiping left or right. Besides how you consume your pot, a few extra questions are added to enhance your profile, including what you are in the mood for – “go out, stay in, or chat?” and your interests (“culture, outdoors”).

CEO Todd Mitchem says he was inspired to create the app after his date called it quits when she found out he smoked pot. It wasn’t the first time it had happened, so he decided he’d rather only date pot smokers – but needed a way to meet them. He wanted to build a community around people who might otherwise feel shunned for their habit. He told Mashable that the app “can also act as a kind of social network for smokers who are seeking recommendations on local dispensaries, to share tips or just make friends with other like-minded folks.”   

High There however is not the first dating app to cater to this particular clientele. My420mate launched last year, and 420Singles has been offering their pot-friendly app for a while as well, though High There seems to be getting a lot more attention in the press.

So far, the reception to High There has been mixed, according to reviews in the app store. The main reason for users’ frustration is that they download the free app and then can’t use it because of the marijuana laws in their particular cities. (If it isn’t available to purchase legally in your town, you can’t use the app.) Many people complain that they do have medical marijuana cards from another city, but can’t use the app because of the legal status in the city where they live.

High There is free and available for Android users, and will soon be available for download from the iTunes store.

A new "Dating Services in Canada Market Research Report" has been released in January 2015 by IBSWorld. The report requires payment to read the entire thing (no less than $725 US) but they did release a few interesting statistics for promotion that are worth mentioning.

According to IBSWorld the dating industry in Canada grew 6% from 2010 to 2015. They feel this rate is low due to the recent recession but the rate of growth is expected to increase in the next 5 years.

In Canada there are 255 businesses in the dating industry that employee 523 people. On average this means every dating business employees 2 people. In my experience the case more likely is that most of the businesses employee 1 person (the owner), a few probably employ 2 to 5 employees, and the very few employ 5 or more. The reason for such a low number of employees and high number of businesses is the relative ease and extreme low cost required to get into the dating industry. Free dating site software can be found online and web hosting can be found as cheap as $5 a month.

The report also mentions that revenue generated by the dating industry for the year in Canada is $153 million. This seems rather good especially with 255 businesses which would suggest that on average each generated $600,000 in revenue. This is not the case either. Most of these dating businesses probably either make virtually no money or only generate a few thousand a year in ad revenue. A few probably generate 10's of thousands, and even less generate hundreds of thousands or even a few million. I believe the majority of this revenue is made up of one dating site, Plenty of Fish. POF is located in the province of British Columbia, Canada. All of the other popular dating services are based in the United States. POF is a private company and no revenue numbers have ever been officially released. That being said they are one of the most successful dating sites in the world so I am sure their revenue for a year is probably 10's of millions of dollars. For comparison just take a look at the Match.com dating site. They are a public company owned by IAC and they reported the Match Group earned in the fourth quarter of 2014, $241.5 million US. That is only for 3 months so in a year they generate around 1 billion dollars. Now the Match Group is made up mostly of paid dating sites while POF is a free service which generates revenue from ads as well as paid upgraded memberships. I don’t expect POF to earn hundreds of millions every year but as I said, with their traffic I do see them earning 10’s of millions.

Is this latest IBSWorld report worth getting? It definitely would be an interesting read but the thing with the dating industry is that it is global. If you are opening a dating service you usually don’t just target one country. You would target continents as a whole like North America or Europe. If you are considering purchasing the document I would probably hold off and wait for the US version to come. The US is 10 times the size in population of Canada which is a much bigger customer base.

Let's talk about the Tinder problem.

On one hand, Tinder has been great for mobile dating. Tons of people are on the app, meaning no one is judging you for using it and your pool of potential dates is huge. On the other hand, there are so many people using it that it's difficult to find the needles in the undateable haystack. It's easy to dismiss the entire app as useless once you've swiped left on enough losers.

A new app called The League is hoping to solve that problem – by admitting only the most successful and ambitious users, and keeping everyone else out. Basically, it's Tinder for elitists, although founder Amanda Bradford prefers to say The League “curates members.”

"The best universities curate students. Employers curate their employees. Work and school are the top places where 20-somethings meet each other. So it makes sense for a dating community," she told Business Insider.

The target user is interesting and motivated, passionate and working towards achieving a dream, a young professional who is looking for something more than a hookup. So far the app skews slightly female. Users tend to be in their late 20s and have advanced degrees. All have successfully passed through The League's are-you-cool-enough algorithm, which Bradford says relies more on LinkedIn than Facebook.

If accepted, users are shown a handful of matches each day. At 5pm, a new batch of matches is available. The League ensures you aren't shown first connections or current co-workers, to minimize the potential for awkward encounters.

Accepted users also receive a “ticket” to give to another single friend. Others are put on a waitlist until they’re deemed worthy of entrance into The League. Admittance doesn't guarantee you a spot forever – if you fail to measure up to The League's exacting standards (by responding poorly and earning a bad “flakiness score,” for example), you will be deemed a “low-quality member” and ousted.

Bradford was initially hoping to raise $750,000 from investors, but interest in the app was so high that it's now raised $2.1 million in seed funding. For now, The League is limited to 4,500 beta users in San Francisco. Since November, the app has been responsible for pairing 20,000 people and 19 successful couples. Bradford is focused on growing her small team and expanding to New York City, where there is already a sizeable wait list.

Following NYC, Bradford hopes to conquer London and work her way through more of the world's most interesting cities. The League currently has no plans to come to America's smaller towns, where it's unlikely to find its hyper motivated, career-focused target market.

Is it too late to be talking about 2014?

We're already into February so the answer is probably yes, but I hope you'll forgive me. Especially if I include selected stats for 2015 as a peace offering. Do we have a deal?

I'll take your silence as a yes.

Match.com knows pretty much all there is to know about online dating – seeing as it's one of the biggest online dating sites around – so when Match speaks, I listen. The site closed out 2014 with a short infographic on some of the highlights of the year (including its 6 most popular members!).

It was (unsurprisingly) a busy year. 4.8 million pictures were added to the site, and 280 million photos were liked by users. Over 5 million (5.48, to be exact) dates were made, all around the country. Users in Albany logged in more than users in any other city, but Miami singles sent the most messages. Must have something to do with all the beaches and bikinis. The users who searched most outside of their city reside in Anchorage – which may, also, have to do with (Alaska's lack of) beaches and bikinis.

On the pop culture and technology fronts, hashtags continued to take over the Internet. The most used in one profile was a whopping 44! Selfies also continued to be a dominant force in the online sphere. 5,613 Match.com profiles contained the word “selfie” in 2014. Strangely, the only thing that came close to it was Disney's smash-hit kids' flick: 5,501 people said Frozen was their favorite movie of the year.

That's it for 2014, but Match.com has tirelessly turned out new stats for 2015 – even though we're only one month in. Following the holidays, singles feel an extra boost of motivation to join online dating sites. The busiest day of the year for Match.com tends to be January 4^th, with the best of the blitz occurring at 7:52pm CST. Certain cities feel an especially strong call to post-holiday online dating:

• Columbia, South Carolina
• Baton Rouge, Louisiana
• Jackson, Mississippi

Interestingly, all in the South. What's happening down there that makes everyone rush to romance after New Year's?

And just who, specifically, is joining up this year? According to Match, the average age of single men who join the site during the busy season is 35. Match also saw an uptick in certain groups signing up in 2015:

• Single Parents: up 45%
• Singles Who Work In Education: up 46%
• Single Bowlers: up 47%
• Curvy Single Women: up 50%
• Singles Quitting Smoking: up 45%
• Singles In The Fashion Industry: up 47%

So if you're into mid-thirties Southern fathers who teach for a living and bowl in their spare time, 2015 could be your year.