![]() ![]() ![]() That’s not a significant amount in the broader scheme, but those small audience segments can influence their friends and family, which could hurt Facebook’s broader plan to dominate the local market by making WhatsApp the critical tool for everyday connection - ala WeChat in China. The biggest impact here was in India, where it's estimated that around 10% of WhatsApp’s 400 million Indian users will end up switching away from the app as a result. That’s why the recent WhatsApp controversy shook the company so much - following an update to WhatsApp’s terms, millions of users began switching to alternate messaging platforms, which spooked Facebook to the point that it felt the need to take out a range of full-page newspaper ads reassuring people that their data was safe, before it shelved the planned update anyway. It’s already looking to branch into other areas like AR and VR as it eyes the next stage of digital connection, while it’s also working to build a messaging mega-network to facilitate a growing array of functions in developing markets. It hasn’t posted an official update on this since, while various third party reports have indicated that this stat is in decline.įacebook, of course, knows this. In 2016, Facebook varied this slightly, reporting that "p eople around the world spend, on average, more than 50 minutes a day using Facebook, Instagram and Messenger". It last provided this stat back in 2014, when it reported that users were spending 40 minutes in the app, per day. Facebook could, for example, share specific data on average time spent per user, which it had been doing, periodically, in the past. Replace these with your top apps of choice, and I’m guessing you’re largely the same - Facebook, while still useful, and still serving a purpose, is nowhere near as compelling a platform as it once was.įacebook could refute this, of course. I log on, I scroll through the latest posts in my feed, then I switch back to Twitter, Instagram or Reddit, where I now spend considerably more time. See if this sounds familiar - these days, I still check in on Facebook because it’s where I’m most connected to my family and close friends, and I want to make sure that I’m aware of any significant announcements of updates they post. I mean, in terms of revenue, Facebook still has a lot of potential for expansion - Facebook’s average revenue per user was $53 in Q4 in the US market, well above any other region. And amid various controversies that have damaged the Facebook brand, that break point could be coming faster than many expected. While Facebook, overall, continues to expand by adding users in developing markets, at some point, it will reach a peak, and it will plateau. And that matters because North America is Facebook’s oldest market, which could mean that it’s a marker for what you can expect in other regions. Facebook also now reaches some 70% of the US population, so if anything, with more people seeking to maintain connection during COVID-19, you would expect to see Facebook’s daily usage increase.īut it didn’t. That’s despite a pandemic which shut down virtually all physical events, pushing more people towards social apps as a means of entertainment, and despite other apps, like TikTok, seeing massive user growth.
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