The monthly audience of dating services in Russia has increased up to 10%. Dating app downloads increased to 19.5 million. Against the background of the departure of foreign Badoo and Tinder from Russia, the audience of domestic Mamba and VK Dating grew faster, but spending on applications fell by a third, writes Vedomosti with reference to Sensor Tower.
In third place at the end of last year was the LovePlanet service, with a share of 11%, followed by Twinby, which appeared last summer, with 3%, and Pure closes the top five with 1%.
At first, the growth of the audience of local dating services was due to the fact that after the departure of Badoo and the closure of Tinder’s premium services, users began to install all the applications in a row to find an alternative.
The slowdown in dating app audience growth is a widespread problem, says brand marketing expert Diana Khalilova. She explains this for general economic and psychological reasons. In her opinion, users simply may not have enough money for dates and Zoom users tend to have less sex.
In addition, Khalilova believes that it is also worth taking into account the growing popularity of social networks and instant messaging, with which people can also meet and communicate with each other without the need for dating services.
Author:
Karina Pardaeva
Source: RB
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