Hootsuite reports that Instagram has million users over the age of Direct traffic: Match leads the brand round. Dating sites are a hyper-competitive industry. When you consider that most sites are relatively similar, it's hard for them to get a competitive advantage.
For dating sites, returning users are key. Ideally, dating sites want people to set up a profile, message people they're interested in, and come back day after day. But if we look at this number as a whole, it's not very insightful.