Tinder (MTCH) has been focused on price optimization and new marketing strategies to attract more female users, particularly in Gen Z. Indeed, Apptopia data shows that Female Time Spent had been increasing sequentially up until August, when Tinder reported pulling back on ad spend to save for back-to-school campaigns.
In September, Tinder launched a resurgence of marketing activities, targeting college campuses and introducing exciting features that promise to drive product innovation for the remainder of the year. As of September 15th, there are initial signs of a rebound in time spent by females on Tinder. However, it still lags significantly behind levels seen earlier in the year, highlighting the substantial ground that needs to be regained, particularly as the school year progresses.
