People are spending less time on social media apps, in some cases substantially less, a new study from marketing intelligence firm SimilarWeb found.
The company compared Android users’ daily time spent on Facebook, Instagram, Twitter and Snapchat from January to March 2016 with the same period in 2015. The firm looked at data from the U.S, UK, Germany, Spain, Australia, India, South Africa, Brazil and Spain.
Facebook’s Instagram saw the biggest year-over-year drop — usage was down 23.7 percent this year, closely followed by Twitter (down 23.4 percent), Snapchat (down 15.7 percent) and Facebook (down 8 percent), the study found.
Twitter’s stock is trading down around 34 percent, and Facebook’s stock is up almost 14 percent so far this year.
In the U.S. — typically social media’s most lucrative market — Instagram use was down 36.2 percent, Twitter was down 27.9 percent, Snapchat was down 19.2 percent and Facebook fell 6.7 percent. Despite this drop, Facebook users in the U.S. continued to spend the most time using the app: 45 minutes and 29 seconds every day on average. Facebook users in India used the app the least, spending 22 minutes and 59 seconds daily, on average.
Americans are also the biggest Snapchatters, spending 18 minutes and 43 seconds using the app daily, followed by the French (16 minutes and 7 seconds), and then the British (15 minutes and 27 seconds).
Across all four apps, users spent the least time using Twitter. Spanish users spent the most time using the app (13 minutes and 31 seconds daily), closely followed by Americans (13 minutes and 30 seconds) and the French (13 minutes and 7 seconds). This was despite overall declines in usage across these geographies.
Current installs — the number of apps installed on devices — for the big four social media apps among Android users in the countries studied were down nine percent year over year. Meanwhile, Facebook’s messaging apps — WhatsApp and Messenger — increased installs, up 15 percent and two percent respectively. Both Snapchat and Instagram saw a rise in installs in certain countries. Snapchat installs increased in Germany, Spain, India and Brazil, where the increase was most pronounced at 22 percent year over year. Instagram installs rose in France, Germany and the U.S.
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