Tinder Leads Bumble on Indian Social Media Mentions

Campaign India has started a new weekly section comparing how Tinder and Bumble are performing online, using data taken from social media analytics company Talkwalker.

So far Tinder is massively outperforming it’s closest rival, perhaps due to the fact it has been active in the market for much longer.

Tinder has been mentioned just under 9,000 times on social media since the start of December 2018, with almost 1,000 coming the day after the new ‘My Move’ feature was announced.

In comparison, Bumble has only received 500 mentions, with the peak coming in the wake of the app’s official India launch party.

Bumble faced criticism from PETA after pictures were released of people riding elephants at the event.

The battle between the dating apps in India stepped up a notch at the start of the new year, as both companies unveiled country-specific advertising campaigns.

Bumble’s female-first mentality is already having an impact in the the new market, with 56.7% of its social media mentions coming from accounts run by women. On the other hand, almost two-thirds of the references to Tinder came from men.

The majority of people talking about the apps are in the 18-34 age range – their target demographics – and so far very few people in India over 35 have talked about Bumble on social media.

Read more here.