Squeezed singles dump dating apps

SINGLES are spending less on dating apps to save cash as the cost of everything from energy to food soars.

Spending on subscriptions to matchmaking services and in-app purchases fell 12pc last month compared with the same month in 2021, according to an analysis of roughly 230m debit and credit card transactions by Nationwide Building Society.

The total number of transactions through dating apps fell 35pc, according to the data.

Many dating apps can be used for free, but offer perks for paying members. For example, an agency may offer a range of premium tiers granting features such as the ability to “super like” multiple users to gain attention faster or boost the visibility of your profile for a limited time.

The fall in spending on dating apps coincided with a 6pc rise in spending on nonessentials and services. However, Nationwide said growth was cooling and was largely driven by rising prices.

Mark Nalder, of Nationwide Building Society, said: “Annual growth in nonessential spending is at its lowest level seen so far this year as people reign in spending on the things they want so they can afford the things they need.”