When we look at leading apps in terms of their daily engagement – the actual percent of people who have and use these apps at least once daily on their smartphone – we see that Facebook holds a considerable margin.  Over half of users who have Facebook on their smartphone actually use it at least one time per day – and many use it far more frequently according to our AppOptix panel.   In fact, Facebook is indicating approximately 18 sessions daily – meaning the app is actually being opened that frequently.



Only a few apps actually see more sessions, like WhatsApp, which experiences about 25 per day – and Facebook has control of that app too – it only took a measly $19 billion.  But, getting in front of people, repeatedly, is critical and Facebook knows that apparently better than the competition and is willing to put money behind it with the payoff being in advertising. 

So, to play in these leagues takes a compelling app with longevity – meaning that it becomes culturally and globally intertwined with daily activities, and a lot of money to keep that engine going.  The pay-off – well, take a look at Facebook’s latest financials.