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The most popular time of day for using popular mobile chat and dating apps in the US varies significantly by service, according to a recent report from Nielsen.

The report was based on data from Nielsen's Electronic Mobile Measurement (EMM) platform, a passive metering technology installed on smartphones that tracks device and application usage on an opt-in panel of people in the United States.

Among Facebook Messenger, Snapchat, and Tinder members, aggregate Facebook Messenger use is busiest from early morning until 2 PM (local time for panelists).

And 2 PM is when Snapchat takes over the largest share of minutes. At 8 PM, Tinder hits its stride and becomes the most popular of the three services.

The researchers also examined how usage varies between dating apps OkCupid and Tinder:

  • OkCupid tends to draw a morning crowd that spends time checking matches and messages when they get up.
  • At 6 PM (local time for panelists), Tinder members start to use the app more than their OkCupid counterparts.
  • The hour between 10 PM to 11 PM is the peak usage time for both apps.

About the research: The report was based on data from Nielsen’s Electronic Mobile Measurement (EMM) platform, a passive metering technology installed on smartphones that tracks device and application usage on an opt-in panel of people in the United States.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji