Peak Facebook? New Study Finds Social Media App Usage Tumbles Across The Globe

Tyler Durden's picture

While Facebook's stratospheric ascent to new record highs continues, storm clouds may be gathering for the $340 billion market cap company: according to a new study by marketing intelligence firm Across the board, people are spending less time on their Social Media apps. Using SimilarWeb data on Android apps, the company looked at data from the U.S, UK, Germany, Spain, Australia, India, South Africa, Brazil and Spain and compared app data from Q1 2015 to Q1 2016, and found that in almost all countries, time spent on the 4 leading Social Media apps is down. On Facebook, Snapchat, Instagram, and Twitter, Android users seem to be cutting down on their Social Media app usage time.

According to the study, in very few cases, such as Facebook’s usage in Spain did time spent within an app rise. In some cases, the drop was minimal, with Snapchat usage in Brazil dropping from 11.23 minutes to 11.10 minutes. However, in other cases, the drop was more substantial, such as time spent on Twitter in France. Over Q1 2015, the average in France was 19.80 minutes and in Q1 2016, that number dropped to 13.12, a drop of 34%.

Facebook's Instagram saw the biggest year-over-year drop: usage was down 23.7% this year, closely followed by Twitter (down 23.4%), Snapchat (down 15.7%), and Facebook, while down the least, still saw a notable 8% decline in usage. In the U.S., where social media continue to rake in the highest CPMs and where revenue remains highest,  Instagram use was also down the most, or 36.2%, Twitter was down 27.9%, Snapchat was down 19.2% and Facebook fell 6.7%.

Still, 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. On the other end, Facebook users in India used the app the least, spending on average 22 minutes and 59 seconds daily.

The results are shown below.


As CNBC adds, 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.

Aside from time spent on Social Media apps, Current Installs were also mostly down when comparing March 2015 to March 2016. On all 4 social apps in the 9 countries examined, installs were down an average of 9%. This drop in installs was most prominent with Snapchat users in South Africa, where installs dropped 56% from March to March.

The highest increase on installs was also for Snapchat, this time in Brazil. Installs on snapchat rose 22% from March to March. Snapchat installs also increased in Germany, Spain, and India, with India showing a growth of 18%. Instagram also saw a rise in installs in several countries including France, Germany, and the US. Instagram’s biggest loss, however, came in India where the app dropped from being installed on 32% of Android devices to 19%.

Current Installs of Facebook in the US declined by 5% in March 2016 compared to the previous year. 

While still early to make a conclusive argument that the peak of social media apps has come and gone, the trend is certainly troubling, if not so much for Twitter whose stock has been pounded this year on ongoing concerns about the company's growth, then certainly for Facebook, up 14% this year, which many have assumed is emerging as the winner in the social media wars. Throw in ongoing declines in retailer revenues and margin compression and suddenly the ad-spending plans for this most generous group of Facebook clients become disturbingly opaque.


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Supernova Born's picture

Liking Facebook is liking the US government surveillance state.


Nobody gives a rats ass flying fuck at the moon for social media when they are busy chasing down dogs and cats for the daily meal.
And, we are a New York minute away from that being status quo here thanks to Markie Mark, and his psychotic POTB bum buddies.

Yes We Can. But Lets Not.'s picture

The notion of voluntarily placing a third-party interface between ones-self and the web mystifies me.

And when that third party is as devious as Facebook....

But, I see that ZH is on board and offers FB.  To each his own.

Consuelo's picture



Remember the quip - 'It's a show about nothing', regarding 'Seinfeld'...?


Strangely enough, Zuckerheeb's Fakebook is a whole lot about essentially Nothing as well...


Funny how that works...

Lonesome Crow's picture

Yet both must have provided tremendous value or otherwise how does one explain the voluntary riches these endeavors savored?

How could all that "nothing" amount to so much something?

Yes We Can. But Lets Not.'s picture

I think how it works is Facebook is like the Salvation Army - it gets its product for free even though it is by no means a charitable organization.  It gets data on its users for free, and then sells it and makes a shitload.

So, everyone's data, and their privacy, has a value, yet, they give it away for free.

If FB made me an offer, say $10k/year paid monthly, for my data and my privacy, I'd consider it and consider joining FB.  Edit: Having mulled it, $10k wouldn't be enough for me. 

Dsyno's picture

Yes, Facebook is essentially "nothing".


It's grasp on psychology and people's basic need to be socially accepted is maniacally genius. Using digital "Like's", they've created a highly addictive product.


People think they're being social, when in reality they're sitting alone interacting with a device. Instead of being social, people have become anti-social.


Just like printing endless fiat money or being connected to the Matrix, it feels amazing for awhile, but in the end it's all a facade.

Yes We Can. But Lets Not.'s picture

And then there is the case of fed.gub.  Whereas FB accepts for free data on its users which they offer up voluntarily, fed.gub collects on those it ostensibly works for - every single American citizen - and they do it without your consent and behind a complete veil of secrecy.  They won't acknowledge that they are doing it, what they have, why they want it, how they use it, how they safeguard it, how they ensure it will never be used against you such as in the event of a shift in political winds, gubmint overthrow, etc.


Does that concern anyone?

Miss Expectations's picture

Facebook is like...Red Cross - they get the blood for free even though it is by no means a charitable organization.  Then they sell the plasma, platelets, etc (very profitable and separate from the disaster relief part of the organization, that doesn't actually seem to provide disaster relief.)

Yes We Can. But Lets Not.'s picture

Yeah, Red Cross probably a better example.  Though Red Cross probably does at least *some* good, unlike FB, which IMO is a force for anti-good.

Slomotrainwreck's picture

It's time for 'open source everything'. This bullshit about being locked into a closed corporate controlled social network is abominable. People want to talk to their friends and associates without a middleman. What we have is "MEN in the middle"; What men and how many, we know not of.

Quasi's picture

Your comment really made me realize something I had never thought about.  AOL did just that, and lumbered on for over a decade and a half! Facebook is going the same route.  They want to be your portal, your gatekeeper to the 'net. They want  all of your news to come through them. All your communications go through them. 

The problem with being the gatekeeper is that you have to work very hard to convert all of the net's content and filter it through your system. Now that people are data-addicted you can NEVER keep up the pace fast enough to suit your users. Its as if Walter White invented his super-meth, but only had a 2-liter bottle and a few tabs to supply the demand. The monsters you created will go elsewhere for their fix.

reader2010's picture

To extract more values from people for the major sharehodlers,  Facebook among others desperately wants to convert people's lifetime into free labor time. That's the reality. You labor for FREE! All billion$ belong to Zucker Fuckers.

Resurgence Media Network's picture

Mark Zukerface is a detestable piece of Marxist filth. Wants unregulated crony capitalism for himself though of course. Just like every other communist.

And builds a giant wall around his compound in CA. Yet, claims that Trump supporters are evils S racist for wanting the same.

Typical liberal hypocrisy...

Real Talk... for Real Men!

Lonesome Crow's picture

If social apps are peaking, then where will everyone get their news?

HedgeAccordingly's picture

Facebook blowz your mind worse vs a joint. It's obsession with others lives and self promoting.

Dsyno's picture

You just insulted joints. There's no comparison.


Find a different analogy.

Nero_Hedge's picture

Young kids just don't use it..I guess the combination of original users becoming "old" and actually old people getting onboard has killed it..nobody wants to post shit to a social media platform their parents are on

DarthVaderMentor's picture

The Average Joe is waking up to the massive con job that these social media organizations are doing to them. Why should you pay for cellular bandwidth and lose messages and use up cellular phone processor cycles just so that these organizations interrupt you for advertising and monitoring your every moment in your life?

Telecom industry experts have privately stated that if advertising was taken out, your cellphone bill could be about 40% of what you pay today and you'd have privacy and no interruptions to boot. 


wiscodave's picture

Never had a Facebook account and never will.

balz's picture

Fuck you Facebook. I closed my account six months ago. I don't need your shit, your censorshit, or all the false friendshit.

Dsyno's picture

Is it really closed and gone? Or is it just hidden?


As far as I know, you can't cancel.

balz's picture

Well people don't see me anymore, and I don't use it either. Of course, you are right that I could go back if I wanted to, but I don't want it.

Yes We Can. But Lets Not.'s picture

I'd bet my left 'nad that even if you've resigned FB, they're still collecting....

BigDawgz's picture

I've grown to hate Facebook.  Too damned much drama there if you ask me.  In fact, it seems as though that's all you find on the internet in general these days.  I'm off-grid with most other stuff & I'm so disgusted with the CRAP on the internet now that I'm actually giving serious consideration to dumping my home access & investing the $50/MO I've been spending on it in PM's instead.  If I suddenly have a great yearning to subject myself to idiotic drama, I can always go to the public library when I'm in town & access through their computers or on my laptop through their Wi-Fi connection.

south40_dreams's picture

The amount of use it gets does not nearly begin to explain its market cap.

williambanzai7's picture

Africa is their growth market...LOL

MCDirtMigger's picture

Does this mean I can't use AOL to IM my BFFs on MySpace?

spqrusa's picture

Most Google Ad click-throughs are faked. Soon, advertisers will discover most of the FakeBook ads are also faked. 

Jeepers Creepers's picture

Never had a FaceBook account, but my wife does.  She uses it less and less to the point where it's probably close to being shut down.  Friends in my age group (Gen X) have largely written it off.



I think social media is incredibly toxic, and the puppeteers in control of it have every intention of using it to make the culture into their image.


Here's to hoping people leave it behind.

J Pancreas's picture

Wow. 3/4 of an hour a day fapping on Facebook? 45minsx7x52 is a lot of wasted time in a year. Time is something that doesn't come back.

robnume's picture

"Marketing Intelligence Firm." We're done here, I think. Abolish sociial media!

ThrowAwayYourTV's picture

Fakebook is for retarded people.

Amused2Death's picture

The biggest morons are those advertisers who think they can get a good ROI by advertising on FB, what a sham...

Solarman's picture

Agreed.  We tried advertising four times on Facebook over the past two years.  Zero buys, and yet our business grew steadily organically.  We had the same issues with Google before.  Our business lends itself well to the internet.  Just lokie loos that sucked out the budgets.



lasvegaspersona's picture google bug eating (well that will be gone when Bezos finishes that one he was eating on Drudge last week...)

Rentier88's picture

I am always ahead of the curve, stopped using it 3 years ago...

Billy Shears's picture

Americans are tech challenged and gullible beyond belief, completely and entirely controlled.

SimpleJackBlack's picture
SimpleJackBlack (not verified) Jun 7, 2016 2:22 AM

My 14 year old told me "Facebook is for old people" The writing is on the wall for fb.

SimpleJackBlack's picture
SimpleJackBlack (not verified) Jun 7, 2016 2:24 AM


The Iconoclast's picture

Instagram, Snapchat and Twitter have fallen much more than Facebook.  I suspect this stuff is literally addictive, like some drugs, but since it isn't actually a drug there's no real play in anti-FB hysteria.

I see my niece constantly sharing banalities with her friends at an age when OK, admittedly, I watched a lot of television, but I also played baseball, read books, shot off Estes rockets, made my bicycle into a chopper, etc.

It is actually somewhat interesting to find out what some jackoff from high school is doing when I forgot I even friended them, but not enough for me to stay with it, and I sometimes wonder if we weren't really "meant" to lose touch with most of our friends from the past because that was the way of the world, and the overhead is too high to keep up with all the random dicks who are actually OK people but you were in eighth grade together with and who gives a shit.