Tinder’s Facebook Logins Decrease Despite Cuffing Season

Tinder’s usage ranking, as measured by the number of Facebook logins, is continuing to decrease, despite dating apps usually seeing a spike in activity towards the end of the year.

Thinknum tracks Facebook login token data, which is published to help developers follow how apps are performing.

At the start of November Tinder was the fifth most popular app, but has since seen its ranking drop to 12th.

In comparison, Bumble’s ranking has remained relatively constant during the same time period, placing in the mid-nineties.

‘Cuffing Season’ is the name given to the first few months of autumn and winter, when singles look to settle down with a partner during the colder period. Badoo has been benefiting from this trend, claiming the amount of matches on its platform almost doubles in winter.

On the other hand, Tinder has seen Facebook logins slowly fall since it enjoyed a summer peak at the end of July.

A possible explanation for this drop could be that singles are more reluctant to pair their Facebook accounts to their dating profiles, due to the number of scandals the social media giant faced in 2019.

In September, approximately 50 million Facebook accounts were hacked and third-party apps were at risk of being accessed. However, after initial checks, Tinder confirmed that none of its users had been affected.

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