Top Reason for Starting a Relationship via Matching Apps is "Value Alignment" (46%), Key to Trust is "Self-Disclosure" (54%), Factor for Being "Just Friends" is "Lack of Conversation" (38%) (Happy Mail Survey)
Key facts
- Top Reason for Starting a Relationship via Matching Apps is "Value Alignment" (46%), Key to Trust is "Self-Disclosure" (54%), Factor for Being "Just Friends" is "Lack of Conversation" (38%) (Happy Mail Survey)
- A survey by Happy Mail revealed that the top reason for starting a relationship via matching apps is "value alignment" at 46%. "Self-disclosure" was the key to trust at 54%, while "lack of conversation" was the main factor for being "just friends" at 38%. The results highlight the importance of inner compatibility and communication quality.
- Source: PR Times
- Date: June 10, 2026
Direct answer
A survey by Happy Mail revealed that the top reason for starting a relationship via matching apps is "value alignment" at 46%. "Self-disclosure" was the key to trust at 54%, while "lack of conversation" was the main factor for being "just friends" at 38%. The results highlight the importance of inner compatibility and communication quality.
- Citation
- Top Reason for Starting a Relationship via Matching Apps is "Value Alignment" (46%), Key to Trust is "Self-Disclosure" (54%), Factor for Being "Just Friends" is "Lack of Conversation" (38%) (Happy Mail Survey) (June 10, 2026), PR Times
- Source
- PR Times
- Date
- June 10, 2026
A survey by Happy Mail revealed that the top reason for starting a relationship via matching apps is "value alignment" at 46%. "Self-disclosure" was the key to trust at 54%, while "lack of conversation" was the main factor for being "just friends" at 38%. The results highlight the importance of inner compatibility and communication quality.
📋 Article Processing Timeline
- 📰 Published: June 10, 2026 at 19:41
- 🔍 Collected: June 10, 2026 at 10:51
- 🤖 AI Analyzed: June 12, 2026 at 18:15 (55h 24m after Collected)
IBEC Inc. (Headquarters: Fukuoka City, Fukuoka Prefecture), which operates "Happy Mail" (https://happymail.co.jp/), a dating and romance matching app/service with a cumulative membership of 35 million (※1), conducted a questionnaire survey targeting 100 adult women who have experienced finding a partner through a matching app, on the "deciding factors for relationships via matching apps."
※1: As of June 2024
This survey collected responses on:
● Reasons for entering into a relationship
● Points that confirmed trust
● Factors leading to being "just friends"
This release clarifies the structure of relationship decision-making (deciding factors, trust, reasons for departure) in matching apps.
Detailed survey data and graphic materials are available on the following special page.
▼ Survey Results Special Page
https://happymail.co.jp/happylife/koikatsu/dating-app-couple/
1. Deciding Factor for Relationship is "Alignment of Values and Atmosphere" (46%)
When 100 adult women who had found a partner through a matching app were asked about the reasons for deciding to date, "feeling that our values and atmosphere matched" was the most common reason, cited by 46 people.
This was followed by "sincerity and trustworthiness" (23 people) and "conversation flowed well even on the first meeting" (23 people).
The results revealed a tendency for inner compatibility and communication to be prioritized over appearance or conditions (4 people each).
[Breakdown (Number of people)]
● Felt that values and atmosphere matched: 46 people
● Had sincerity and trustworthiness: 23 people
● Conversation flowed well on the first meeting: 23 people
● Appearance like face or style was my type: 4 people
● Conditions such as annual income or occupation were ideal: 4 people
2. Factor for Trust was "Self-Disclosure" (54%), Sincere Information Sharing is Key
Regarding the points that confirmed "I can trust this person," "they sincerely talked about themselves" was the most common answer, with 54 people.
This was followed by "consideration not to be late at night" (40 people) and "gentle attitude towards staff" (39 people).
Self-disclosure and consistent consideration and interpersonal attitude were confirmed as important elements for building trust.
[Breakdown (Number of people)]
● They sincerely talked about themselves: 54 people
● Consideration not to be late at night: 40 people
● Gentle attitude towards staff: 39 people
● Understood their personality through a phone call before meeting: 32 people
● They voluntarily withdrew from the app: 20 people
● Other: 4 people
3. "Just Friends" Factor is "Lack of Conversation" (38%)
On the other hand, regarding the factors that lead to feeling "they are nice, but not the right person to date," "conversation did not flow well" was the most common reason, cited by 38 people.
This was followed by "values did not match" (26 people) and "trying to rush the relationship too much" (23 people).
The quality of communication and the pace of relationship building significantly influenced the decision of whether to date.
[Breakdown (Number of people)]
● Conversation did not flow well: 38 people
● Values did not match: 26 people
● Tried to rush the relationship too much: 23 people
● Gap between photo and actual appearance: 12 people
● Other: 1 person
Survey Results Summary
This survey revealed the following trends:
● Deciding factor for a relationship: "Alignment of values and atmosphere"
● Starting point for trust: "Self-disclosure (sincere information sharing)"
● Factors for being "just friends": "Lack of conversation" and "mismatch in relationship building pace"
● Evaluation is determined by "compatibility x communication" rather than appearance or conditions.
Romance through matching apps is established through the process of matching compatibility → building trust → deciding to date, suggesting that communication in the initial stages is particularly important.
Detailed survey data and graphic materials are available on the special page below.
They can also be used as reference material for media and article production.
▼ Survey Results Special Page
https://happymail.co.jp/happylife/koikatsu/dating-app-couple/
[Survey Overview]
Survey Method: Internet Questionnaire
Target Audience: 100 adult women who have experienced finding a partner through a matching app
Sample Size: 100 women
Date Conducted: April 6, 2026
Survey Conductor: Happy Mail (Happy) (https://happymail.co.jp/)
Survey Company: IBEC Inc.
Related Page: https://happymail.co.jp/happylife/koikatsu/dating-app-couple/
About Happy Mail
Happy Mail is a dating and romance matching app/site that provides opportunities for encounters.
Based on achievements cultivated over more than 25 years of operation, the service has adapted to the times by being available on PCs, smartphones, and apps.
In 2018, responding to a request to create a romance movie themed around encounters through matching, Happy Mail became involved in film production for the first time in the matching industry.
In 2019, they appointed "Kayo Noro" as an ambassador and produced the web drama "Happy Mail ~Love Story~" based on the real experiences of users, aiming to broaden recognition of "romance and marriage" through real encounters facilitated by apps and the internet.
In 2024, the cumulative membership exceeded 35 million (as of June 2024).
[Brand Ambassador Endorsements]
2019 Kayo Noro
2020 Kayo Noro
2021 Kayo Noro
2022 Honoka
2023 Honoka
2024 Yukipoyo
Official Website: https://happymail.co.jp
Comprehensive Page: https://happymail.jp
Supported Devices: Smartphones, PCs
Supported Languages: Japanese
Service Area: Japan
Service Start Date: August 2000
Price: Free to download
Developed and Operated by: IBEC Inc.
App Store: https://itunes.apple.com/jp/app//id521055533?mt=8
Google Play: https://play.google.com/store/apps/details?id=jp.co.i_bec.suteki_happy&hl=ja
We support all men and women meeting through matching apps! YouTube Channel "Koi Labo" sponsored by Happy Mail: https://www.youtube.com/@koilabo.happymail
Happy Mail Official YouTube: https://www.youtube.com/channel/UCjKoGOmdSsroocH3cSiQt1Q
Love & Marriage Trend Information Site Happy Life: https://happymail.co.jp/happylife/
※1: As of June 2024
This survey collected responses on:
● Reasons for entering into a relationship
● Points that confirmed trust
● Factors leading to being "just friends"
This release clarifies the structure of relationship decision-making (deciding factors, trust, reasons for departure) in matching apps.
Detailed survey data and graphic materials are available on the following special page.
▼ Survey Results Special Page
https://happymail.co.jp/happylife/koikatsu/dating-app-couple/
1. Deciding Factor for Relationship is "Alignment of Values and Atmosphere" (46%)
When 100 adult women who had found a partner through a matching app were asked about the reasons for deciding to date, "feeling that our values and atmosphere matched" was the most common reason, cited by 46 people.
This was followed by "sincerity and trustworthiness" (23 people) and "conversation flowed well even on the first meeting" (23 people).
The results revealed a tendency for inner compatibility and communication to be prioritized over appearance or conditions (4 people each).
[Breakdown (Number of people)]
● Felt that values and atmosphere matched: 46 people
● Had sincerity and trustworthiness: 23 people
● Conversation flowed well on the first meeting: 23 people
● Appearance like face or style was my type: 4 people
● Conditions such as annual income or occupation were ideal: 4 people
2. Factor for Trust was "Self-Disclosure" (54%), Sincere Information Sharing is Key
Regarding the points that confirmed "I can trust this person," "they sincerely talked about themselves" was the most common answer, with 54 people.
This was followed by "consideration not to be late at night" (40 people) and "gentle attitude towards staff" (39 people).
Self-disclosure and consistent consideration and interpersonal attitude were confirmed as important elements for building trust.
[Breakdown (Number of people)]
● They sincerely talked about themselves: 54 people
● Consideration not to be late at night: 40 people
● Gentle attitude towards staff: 39 people
● Understood their personality through a phone call before meeting: 32 people
● They voluntarily withdrew from the app: 20 people
● Other: 4 people
3. "Just Friends" Factor is "Lack of Conversation" (38%)
On the other hand, regarding the factors that lead to feeling "they are nice, but not the right person to date," "conversation did not flow well" was the most common reason, cited by 38 people.
This was followed by "values did not match" (26 people) and "trying to rush the relationship too much" (23 people).
The quality of communication and the pace of relationship building significantly influenced the decision of whether to date.
[Breakdown (Number of people)]
● Conversation did not flow well: 38 people
● Values did not match: 26 people
● Tried to rush the relationship too much: 23 people
● Gap between photo and actual appearance: 12 people
● Other: 1 person
Survey Results Summary
This survey revealed the following trends:
● Deciding factor for a relationship: "Alignment of values and atmosphere"
● Starting point for trust: "Self-disclosure (sincere information sharing)"
● Factors for being "just friends": "Lack of conversation" and "mismatch in relationship building pace"
● Evaluation is determined by "compatibility x communication" rather than appearance or conditions.
Romance through matching apps is established through the process of matching compatibility → building trust → deciding to date, suggesting that communication in the initial stages is particularly important.
Detailed survey data and graphic materials are available on the special page below.
They can also be used as reference material for media and article production.
▼ Survey Results Special Page
https://happymail.co.jp/happylife/koikatsu/dating-app-couple/
[Survey Overview]
Survey Method: Internet Questionnaire
Target Audience: 100 adult women who have experienced finding a partner through a matching app
Sample Size: 100 women
Date Conducted: April 6, 2026
Survey Conductor: Happy Mail (Happy) (https://happymail.co.jp/)
Survey Company: IBEC Inc.
Related Page: https://happymail.co.jp/happylife/koikatsu/dating-app-couple/
About Happy Mail
Happy Mail is a dating and romance matching app/site that provides opportunities for encounters.
Based on achievements cultivated over more than 25 years of operation, the service has adapted to the times by being available on PCs, smartphones, and apps.
In 2018, responding to a request to create a romance movie themed around encounters through matching, Happy Mail became involved in film production for the first time in the matching industry.
In 2019, they appointed "Kayo Noro" as an ambassador and produced the web drama "Happy Mail ~Love Story~" based on the real experiences of users, aiming to broaden recognition of "romance and marriage" through real encounters facilitated by apps and the internet.
In 2024, the cumulative membership exceeded 35 million (as of June 2024).
[Brand Ambassador Endorsements]
2019 Kayo Noro
2020 Kayo Noro
2021 Kayo Noro
2022 Honoka
2023 Honoka
2024 Yukipoyo
Official Website: https://happymail.co.jp
Comprehensive Page: https://happymail.jp
Supported Devices: Smartphones, PCs
Supported Languages: Japanese
Service Area: Japan
Service Start Date: August 2000
Price: Free to download
Developed and Operated by: IBEC Inc.
App Store: https://itunes.apple.com/jp/app//id521055533?mt=8
Google Play: https://play.google.com/store/apps/details?id=jp.co.i_bec.suteki_happy&hl=ja
We support all men and women meeting through matching apps! YouTube Channel "Koi Labo" sponsored by Happy Mail: https://www.youtube.com/@koilabo.happymail
Happy Mail Official YouTube: https://www.youtube.com/channel/UCjKoGOmdSsroocH3cSiQt1Q
Love & Marriage Trend Information Site Happy Life: https://happymail.co.jp/happylife/
FAQ
What is the main reason for starting a relationship via matching apps?
The most common reason was "feeling that values and atmosphere matched" (46%), indicating that inner compatibility is prioritized over appearance or conditions.
What makes users trust someone on a matching app?
"They sincerely talked about themselves" was the top factor (54%), highlighting sincere self-disclosure as key to trust.
Why do people end up being "just friends" on matching apps?
The primary reason was "lack of conversation" (38%), emphasizing the importance of communication quality for relationship progression.
What are the essential elements for successful romance on matching apps?
Alignment of values, building trust through sincere self-disclosure, and smooth communication are crucial.
How do these survey results influence choosing a matching app?
It's advisable to choose apps that prioritize communication features and the accuracy of value matching, not just appearance or conditions.