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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