Insights
Bumble and Hinge: the Dating Apps Americans Are Most Likely to Keep
Bumble and Hinge are the apps users in the US are most likely to still be using after 30 days.
While they’re not the biggest, Bumble and Hinge are the dating apps users within the US are most likely to still be using after 30 days. That’s according to Similarweb analysis of app user retention rates.
Hinge and Bumble are the #2 and #3 most popular dating apps, lagging behind Tinder by a significant margin. In August, Tinder had 8.9 million monthly active users, compared with 4.8 million for Hinge and 4.3 million for Bumble, based on Similarweb estimates for iOS and Android combined.
Our retention estimates, based on our more detailed data model for Android, show that 11% of Bumble users and 10.8% of Hinge users were still using those apps after 30 days. That compares with 7.8% for Tinder.
Key takeaways
- In August, monthly active users were up 5.5% year-over-year for Hinge but down for most other dating apps covered in this report. Tinder usage was down 6.5% and Bumble’s user count was down 14.3%.
- Usage dropped by more than 25% each for Plenty of Fish, OkCupid, Match, and eharmony.
- We do not have retention estimates for every app, but in addition to those mentioned above the retention rates were 9% for OkCupid, 6.9% for Plenty of Fish, and 3.5% for Grindr.
While a retention advantage potentially gives Hinge and Bumble an opportunity to take share from Tinder, any gain for Hinge would be “in the family” for Tinder, since both are owned by the dating app conglomerate Match. Match also owns Plenty of Fish, OurTime Dating, Black People Meet, and other brands.
The user retention advantage for Bumble and Hinge
Here’s what the picture looks like, based on the percentage of new app users still using these apps at the 30-day mark – a measure of app loyalty and enthusiasm.
Looking at dating apps
Growing or shrinking (mostly shrinking) users
Usage of most dating apps has been shrinking, albeit only by a comparatively modest amount for Tinder (-6.5% year-over-year in August). The exception is Hinge, which grew monthly active users by 5.5% in August.
Hinge usage has been seeing steady increases, by as much as 30.5% year-over-year in March. Bumble was also seeing steady growth until recently, but also was down 3% in June and 5.3% in July.
Public companies referenced in this report include Match Group Inc. (NASDAQ: MTCH), Grindr Inc. (NYSE: GRND), and Bumble Inc. (NASDAQ: BMBL). Also Zoosk owner Spark Networks SE (NASDAQ: LOV).
The Similarweb Insights & Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to press@similarweb.com). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or similarweb.com/blog/insights/.
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