Tinder loses new downloads as Gen Z moves on
The world’s largest dating app is losing ground, at least in part because of the habits of young people.
This is one of the main conclusions to be drawn from a Friday FinancialTimes report. The British business newspaper reported that Tinder downloads fell 5% in 2021, while rivals like Bumble maintained growth in the same space, according to market research by the app data firm. data.ai. Tinder CEO Gary Swidler said FT that new user registrations “have not returned to pre-pandemic levels”.
Although there is no exact demographic data on the age of the users, FTReports from Gen Z suggest that Gen Z’s waning interest in Tinder may be behind the app’s slow downfall. There were still tens of millions more downloads than second place Bumble last year, but one of those apps is losing speed while the other is gaining speed. Former Tinder CEO Renate Nyborg left the company only a few weeks ago.
Swidler said FT that “a lot of older people” use the app and that attracting younger users would be key to the rebound.
Relentless attempts at innovation to attract new users haven’t helped matters either. Around the time Nyborg left, Tinder postponed plans to offer an in-app “Tinder Coins” currency and scaled back efforts to create dating spaces in the metaverse. Maybe Gen Z isn’t particularly drawn to the idea of dating a VR headset.
Although Tinder is still hugely popular, it stands to reason that it would eventually lose momentum, as all trending apps do. It has been around for a decade and as the internet becomes the domain of a younger generation with different expectations and standards, it makes sense that young people would look elsewhere to connect with each other.
As for those of us old enough to remember when Tinder was new, we’re just going to feel incredibly old around here. Don’t bother us.
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